Mitra9 produces kava and mitragynine-based functional beverages as an alternative to alcohol. Pulse 2.0 interviewed Mitra9 CEO Dallas Vasquez to gain a deeper understanding of the company.
Dallas Vasquez’s Background
Could you tell me more about your background? Vasquez said:
“I started my career in the finance industry working for two fortune 500 companies. One U.S. based and one multinational financial services company.”
“Since then I have spent the last 15+ years building companies, from fintech to wearable tech to now functional beverages. Before Mitra9, I co-founded and led three companies, iGPS, Alerts 911, and Traktec, all of which scaled, acquired other companies along the way and ultimately that I exited successfully. My background is operational at heart, but I’ve always had a deep respect for building systems, teams, and brands that solve real problems. Mitra9 Brands is my latest chapter and the most personally aligned with my values around wellness, innovation, and ownership.”
Formation Of The Company
How did the idea for the company come together? Vasquez shared:
“I discovered mitragynine and kava over a decade ago through personal research. What struck me was how powerful and culturally rooted these botanicals were, yet how little structure or consistency there was in how they were presented to consumers. No education. No quality standards. Just bags of powder and guesswork. That gap is where the idea for Mitra9 started: Take ancient botanicals, give them modern delivery, and wrap it all in a lifestyle-forward experience. That’s what we’ve been building ever since.”
Favorite Memory
What has been your favorite memory working for the company so far? Vasquez reflected:
It’s hard to pick just one, but launching our first can in retail and seeing customers grab it off the shelf was surreal. It wasn’t just a product anymore, it was real, moving, and creating new rituals for people. That moment reminded me why I do this. More recently it has been fantastic to see the vision and mission of the company come alive through the people and the team at Mitra9.
Core Products
What are the company’s core products and features? Vasquez explained:
Our core products include mitragynine- and kava-based beverages, sparkling seltzers, drink mixes, and shots. We’ve structured the brand under three verticals:
— Mitra9: functional and performance-focused
— Kava by Mitra9: rooted in tradition and social ritual
— Vybe9: a modern take on mood, energy, and vibe management
Every product is made to taste great, work well, and integrate seamlessly into daily life.”
Challenges Faced
Have you faced any challenges in your sector recently? Vasquez acknowledged:
“Absolutely. The regulatory environment is constantly shifting, especially for botanicals like mitragynine and kava. There’s also the challenge of consumer education; many people don’t know what these ingredients are, let alone how to use them. We’ve navigated that by staying transparent, working closely with compliance, and putting a lot of effort into packaging, storytelling, and consistency across every touchpoint.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Vasquez noted:
“We’ve gone from spreadsheets and manual ops to a more integrated infrastructure across fulfillment, distribution,retail, and DTC. Whether it’s Shopify, inventory systems, enterprise software or operational dashboards, we’re constantly evolving to make the backend as strong as the brand we present externally. We are always improving and evolving.”
Significant Milestones
What have been some of the company’s most significant milestones? Vasquez cited:
“Scaling into thousands of retail locations, launching multiple product lines, and being recognized as a leader in this emerging space. But honestly, one of the biggest wins has been assembling a team that moves fast, thinks big, and takes ownership. That’s what makes real momentum possible.”
Customer Success Stories
Can you share any specific customer success stories? Vasquez highlighted:
“We’ve had people tell us Mitra9 helped them replace alcohol or energy drinks, and others say it helps them focus, unwind, or socialize more mindfully. When customers send in videos of them drinking our products at weddings, concerts, or even just after a long day… that’s the kind of feedback that sticks with you.”
Funding/Revenue
When asking Vasquez about the company’s funding and revenue details, he revealed:
“The Founders self-funded and after proving product/market fit we raised a few million dollars. We have always focused on being lean and agile avoiding a “grow at all costs” mentality. In 2024 we put a lot of pressure on ourselves to run a profitable business. This goes against the grain in CPG and Beverage as many company’s get stuck in a never ending cycle of fundraising. We pride ourselves in smart reinvestment, and have focused on scaling sustainably.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Vasquez assessed:
“The functional beverage space is massive, over $100 billion globally. Kava and kratom are still niche, but growing fast. We believe the TAM for these types of botanicals will explode as education and accessibility improve, and Mitra9 is positioned to be a first mover with real shelf presence. I expect the TAM is comparable to other powerful ingredients like caffeine.”
Differentiation From The Competition
What differentiates the company from its competition? Vasquez affirmed:
“Execution, taste, and brand. A lot of competitors get stuck in “ingredient-first” language or feel too underground. We’ve built a lifestyle brand that delivers functional benefits without sacrificing experience. The product works, it tastes good, and it fits modern culture.”
Future Company Goals
What are some of the company’s future goals? Vasquez concluded:
“To continue expanding across retail, launch new delivery formats, and lead the charge in making functional botanicals a normalized part of daily life. Long-term, we want to be a household name in wellness. This is something people don’t just try, but adopt as part of their lifestyle.”
