About Us
Discover Our Story
We didn't set out to replace your coffee.
We set out to give you something new.
Roi is drink made of Rooibos but pulled like an espresso. We are starting to spread it in Spain and Europe, straight from South Africa.
It starts in South Africa.
Rooibos grows in one place on earth, the Cederberg mountains of South Africa's Western Cape. A wild red bush, harvested by hand, dried under an open sky. For generations, South Africans drank it every day without thinking much of it. It was just home.
We thought it deserved more than a teabag.
Rooibos has the depth, the body, and the natural richness to be pulled as espresso. Real crema. Bold colour. The same ceremony you already know. We just changed what's in the portafilter.
Three people. One idea. Valencia.
Roi was founded by Le Fras, Max and Cris
We're not a corporation with a lab and a marketing department. We're three people who believe they've found something genuinely new and are building it the way it should be built: slowly, seriously, with the right cafés, the right community, and the right product.
Roi launched in Valencia because this city knows how to take a coffee ritual seriously. And because it felt like the right place to introduce something that deserves that same respect.
What Roi stands for.
RITUAL
The preparation matters. We built Roi to work in any espresso machine because the act of making it is part of what it gives you.
PURITY
One ingredient. South African rooibos. Nothing added. Nothing hidden. What you see is what you get.
COMMUNITY
We're not building a product. We're building a place to belong, whether it is in the cafés that serve Roi and the people who come back for it or at home.
Not a substitute. A choice.
Roi isn't asking you to give up your coffee. It's asking you to consider what else a great ritual can look like. A deep red shot with real crema. Smooth. Earthy. Naturally caffeine-free. Something you can drink at 9 PM and still sleep soundly at 10.
It's not tea. It's not coffee. It's Roi
Nearly a century later, his direct descendant Pierre Le Fras Mouton is co-founding Roi bringing that same rooibos, from those same mountains, into something Dr. Nortier could never have imagined: a bold espresso, pulled through a machine, served in cafés across Europe.
Some stories take a hundred years to finish.
Be first when Roi lands near you.
We're launching in Spain. Drop your email and we'll let you know when Roi is available at a café near you — or ready to order online.
