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Plant-Based, Matcha Energy, Is What Festival-Goers Are Asking for This Season

By Christina Najjar | June 13, 2019 | Food & Drink

MatchaBar launched Hustle, an all-natural, sparkling energy drink, about one year ago. Delivering 120mg of plant-based caffeine (ceremonial grade matcha, monk fruit, green tea extract, lemon and lime, and L-Theanine and antioxidants, which are naturally found in MatchaBar’s matcha) without any of the added chemicals of other popular energy drinks like Red Bull.


One year later, Hustle is slowly but surely taking over the boutique music festival scene as the energy drink of choice. FORM Arcosanti, a festival dedicated to creating a highly curated experience for its 2000 attendees, caught wind of MatchaBar’s Hustle and decided to rethink their contract with big energy drink companies for its 2019 festival.

Similarly, New York-based promoter MATTE Projects went on to make the same decision for their marquee summer event in Brooklyn, La Luna, which is coming up on June 15th. Event-goers are more tuned in and health conscious than ever before and these tastemaker events are listening carefully to what their attendees want.


"With Hustle, we wanted to bring energy drinks into the modern world. Worldwide, there are millions of people consuming energy drinks, placing Hustle into a category hungry for innovation. Hustle is based on plant-based energy, matcha energy: a low (or no) sugar energy that works for us, not against. Helping Hustle find its place in the world of music was second nature, not only due to the legacy of popular energy drinks in America but our community at large!” Founder Graham Fortgang told us of the paradigm shift.

“Not to mention, key investors and believers in our brand such as Drake, Diplo and Billie Eilish come from the world of music. Just months ago, FORM Festival became the first festival to kick out Red Bull in place of a better energy and this is just the beginning of a larger movement. We're proud that our friends at MATTE Projects are carrying that movement back to our home of Brooklyn and doing the same thing at their La Luna event! There is a responsibility of any festival organizer to put their fans, many of which are young and impressionable, in front of products that serve them. Music is a universal language, just like energy...and let's be honest, nothing quite beats a matcha on the dance floor..." he said. We’re ready for a summer of Matcha.

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