Y’all Sweet Tea’s Southern Success: How Two Friends Brewed a Shark Tank Hit
Y’all Sweet Tea isn’t just a brand. It’s a story of friendship, family, and Southern tradition that has become a nationwide success. Founded by Alabama natives Darien Craig and Brandon Echols, the business began with a simple goal: to share authentic Southern sweet tea with the world.
After winning over investors on Shark Tank, the duo expanded their brand, capturing the hearts and taste buds of nationwide audiences. This article tells the inspiring journey of Y’all Sweet Tea, from humble beginnings to becoming one of the most beloved tea brands today.
A Friendship That Brewed A Dream
Darien Craig and Brandon Echols grew up in Hayden, Alabama. Best friends since the age of six, they shared many experiences — and one love: sweet tea. For Darien, the memories of sipping sweet tea with his Pawpaw sparked a dream.
He wanted to create a tea that truly captured the taste of the South. Life wasn’t always easy. After college didn’t work out, both friends found themselves in various jobs. When Darien was unexpectedly fired, he had just $7 to his name. With $300 from his final paycheck, he bought tea, sugar, and jars, and Y’all Sweet Tea was born.
Turning A Passion Into A Brand
Starting small, Darien and Brandon sold sweet tea at local festivals. They would invest $500 in supplies for a weekend and sometimes make $7,000 in return. Encouraged by this success, they decided to take things to the next level.
They created their black tea blend, designed a brand identity, and used social media to build buzz. On April 10, 2021, Y’all Sweet Tea officially launched with the mission of delivering “True Southern Sweet Tea to as many people as possible.” Their signature gallon-sized tea bags allowed customers to brew tea with a taste of home.
Winning Hearts On Shark Tank
By late 2024, the brand had grown steadily, earning millions in revenue. Darien and Brandon decided it was time to pitch their business on Shark Tank. In Season 16, they confidently asked for $500,000 in exchange for 5% equity. They shared impressive sales numbers — $4 million in revenue and nearly $800,000 in profit — and the sharks were impressed.
The friends also revealed how they had sold 10,000 units of their first flavored tea in just 35 minutes, bringing in $100,000 in under 10 minutes. After a round of competitive offers, they accepted a deal from Lori Greiner and Rashaun Williams for $500,000 and 15% equity.
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A Post-Shark Tank Explosion
The impact of Shark Tank was immediate. Y’all Sweet Tea’s website saw a surge in visitors — over 17,000 people online at once — and sales skyrocketed. In one week, they earned $350,000 from their website and another $80,000 on Amazon.
They launched special Shark Tank Bundles featuring flavors like Georgia Peach and Juicy Watermelon Whirl, which became instant favorites. Partnerships with influencers like Brenda Gantt and Mama Sue Garrett further boosted their visibility, helping them build an even stronger fan base. Y’all Sweet Tea became a sought-after brand both online and in stores.
Building A Southern Empire
Success didn’t stop with Shark Tank. The brand expanded into more than 600 grocery stores across the southeastern U.S. In early 2025, Y’all Sweet Tea won Small Company of the Year at the Business Alabama Awards. They opened a second facility to meet the growing demand.
Collaborations with iconic Southern businesses, such as Golden Rule BBQ, expanded their reach to even more customers. For their fourth anniversary in May 2025, the company introduced new merchandise, including hydro jugs, pint cups, sweatshirts, and T-shirts. They were even featured on The Jennifer Hudson Show, gaining national attention.
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A Brand Built On Authenticity
What sets Y’all Sweet Tea apart is its genuine Southern charm. From family recipes to heartfelt storytelling, Darien and Brandon have created a brand that feels personal. As Darien says, “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!” This authenticity resonates with customers.
The brand’s teas — including top-sellers like Georgia Peach, Mango Tango, and Easy Peasy Lemon Squeezy — continue to delight fans. Their Georgia Peach Tea is now the #1 selling Georgia Peach Tea on the market. Beyond tea, Y’all Sweet Tea offers a range of seasonings, apparel, and drinkware, making it a comprehensive lifestyle brand.
A Bright Future Ahead
Today, Y’all Sweet Tea is more than just a beverage. It represents resilience, friendship, and Southern pride. Darien and Brandon’s podcast and active social media presence keep them closely connected with their growing community.
Their ongoing partnerships with influencers, constant product innovation, and expanding retail presence show no signs of slowing down. From humble beginnings with just $7, they’ve brewed a multimillion-dollar success story. And with their eyes set on continued national growth, this sweet Southern journey is just getting started.
Final Words
The story of Y’all Sweet Tea is a testament to the power of authenticity, hard work, and community. What began as a dream between two childhood friends has blossomed into a beloved national brand.
Through their unwavering passion and Southern spirit, Darien Craig and Brandon Echols have demonstrated that even the simplest pleasures, such as a glass of sweet tea, can unite people and inspire success. As they continue to grow and share their Southern charm with the world, Y’all Sweet Tea reminds us all that big dreams can come from small beginnings.
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