Here's your Forbes daily briefing for Sunday, January 18th.

Today on Forbes, Mushroom Coffee Maker Rise could be the next billion dollar drink,

or a warning of a bubble.

Mushroom coffee has been around since the 1940s,

but it took more than 75 years for it to become the so-called next big thing in beverages.

RISE, made from a blend of six organic mushrooms grown in California and Nevada, as well as

Arabica coffee beans from Mexico, has emerged as a leader of the latest boom.

Forbes conservatively estimates that R Rise had more than $300 million

in annual revenue last year, up 50% from the prior year. Founded by CEO Rashad Hussein, a Forbes 30 under 30

alumnus from the class of 2023, and chief marketing officer Andre Werner, who did not make the

under-30 list because Hussein did not include her in his application. The Boston-based

company hit that milestone without ever having sold its products in a brick-and-mortar store.

That's now changing, as Rise, already the best-selling mushroom coffee brand in America,

launched last week in more than 1900 target stores, taking space from traditional coffee brands

with a lineup of three exclusive latte flavors, as well as its signature instant coffee and

sticks for an instant brew. Before the launch, the 31-year-old Hussein said,

quote, this is giving us the validation that everything we've built over the past five years

really has legs to be a true coffee disruptor.

We'll be launching in a big way and going to make the most out of it.

Hussein and Werner started rise in 2020 as, quote, a healthier immune-boosting alternative

to the traditional cup of coffee. For the past five years, millions have purchased the

low-caffeine beverage online, often opting for a subscription, which can range from $80 to $100 a month.

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