MatchaBar is trying to turn the energy drink market on its head, and has even drawn interest -- and an investment -- from rap superstar Drake.

Co-founder Graham Fortgang told Cheddar he and his brother/partner Max bet on live events and consumer packaged goods to give coffee the boot.

“Whether we are doing a three-day activation out at Coachella, an event like TED Talks, [or] here on Cheddar TV,” he said, “a lot of what we do is get the brand into the spaces and into the communities that are influencing culture.”

Not only has the family-owned business secured funding from Grammy-winner Drake, it also rolled out a national partnership with Whole Foods last September and teamed up with restaurant chain Dig Inn.

This year, the team will be at festivals such as SXSW and New York’s Governors Ball.

For full interview click here.