Gamers have long sought an edge from caffeinated drinks. Early examples were highly charged sodas filled with sugar, artificial colors, and flavors. But just as gaming has evolved, the expectation of caffeinated beverages has also left behind the chemical-tasting coffee or sickly sweet sodas.

One former competitive Halo player and Twitch streamer knew from personal experience the positive boost caffeine gives and the drawbacks from all the other stuff in typical energy drinks. Alex Davis, aka AL3X, founded Madrinas with his brother Justin to provide gamers and content creators with a coffee that uses all-natural ingredients for a clean fuel up that also tastes great.