Executive Briefing

Drink this NFT!

Using web3 to test the new Taika x FWB sparkling tea — and have a say in its future. Also: Cava’s Emma Chamberlain boost and Chipotle’s new venture fund.

Taika Mateverse can
The Mateverse / Screenshot

The beverage startup Taika, which makes the best canned coffee I’ve ever tasted, has been in the process of creating a new beverage, a sparkling mate tea.

Unlike its past products, this one’s being developed in collaboration with a leading cryptocurrency / web3 community called Friends With Benefits, which has thousands of members and costs thousands of dollars to join.

It’s turning into a neat experiment — in product development, financing, distribution, and community building — that’s worth following.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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