In the South, sweet tea isn’t just a drink; it’s part of the rhythm of everyday life. It’s poured over ice at dinner tables, carried to ballgames, and passed around at gatherings big and small. So when a new name enters that space, it has big glasses to fill. In the case of Y’all Sweet Tea, it pours out tasty tea with a story that feels right at home.
Y’all Sweet Tea
Behind the brand are Alabama natives Darien Craig and Brandon Echols, whose partnership goes back further than most business plans ever could. The guys met in kindergarten, growing up together before life briefly took them in different directions. By middle school, they found themselves reunited, eventually playing basketball together at Hayden High School—a shared experience that helped build the kind of trust and familiarity you can’t manufacture later in life.
Y’all Sweet Tea
Their path to entrepreneurship was a zig-zag rather than a straight line. Both men made the decision to leave college early, stepping into a season marked more by uncertainty than security. Though Darien had a spark of an idea to sell tea in high school—recalling pictures of him as a baby drinking sweet tea out of a bottle—he only pursued the plan when he was fired from a job years later. He used his last $300 to purchase supplies and came up with the name on a whim: “I thought, sweet tea is the most southern drink, and the word “y’all” is the most southern word. Let’s call it Y’all Sweet Tea!”
Together the two began traveling to festivals and farmers markets with a truck load of jars and freshly brewed sweet tea based on a family recipe they wanted to share with others. After two years, they had loyal customers, but the travel circuit wasn’t working. In 2020, they created a blend of black teas to work with their recipe, overhauled the brand, and looked to social media and influencers to build a stronger business, even appearing on Shark Tank in 2024. Over time, what started as a small, scrappy idea grew into a multimillion-dollar business, with the company reportedly reaching $12 million in revenue within just a few years. The numbers represent the company’s first mission statement: “Deliver True Southern Sweet Tea to as many people as possible!”
But for Darien and Brandon, the story isn’t just about numbers. It’s about creating a product that feels authentic to where they come from. Sweet tea, after all, is deeply personal in the South. Everyone has their preference and a standard for what tastes “right.” Y’all Sweet Tea leans into that tradition, offering a flavor that’s familiar and balanced.
Y’all Sweet Tea
The connection to home is rooted, with both founders firmly planted in Alabama, building their business while staying closely tied to the place that first supported them. After all, Y’all Sweet Tea is more than just a beverage brand—it’s a reflection of a time-tested friendship, shared work ethic, and a belief in something bigger than where they started.