Yerba Mate is bitter, but there are different values and shades of bitterness. Taste between brands might vary quickly and in one brand, there might be various blends and varieties. For example, parent mentioned La Rubia. It's a fantastic product but it tastes too acidic for me. Colón (and Pajarito) is mellower in that regard.
For example, Colón offers a premium variety with superb taste. I don't use it because I drink Tereré and after two or three sips the flavor completely washes away. The regular variety is stronger and lasts longer.
When I have to explain yerba mate's taste to people, the most useful comparison is that the taste is somewhat similar to a more intense green tea.
Have there been any studies on disease transmission in cultures that partake of drinks in this communal manner?
- Taragui (Argentina) - La Merced (Argentina) - Union (Argentina) - Canarias (Uruguay) - Sara (Uruguay)
For preparing mate cold (called tereré) - La Rubia (Paraguay) - Pajarito (Paraguay)
... and though highly controversial, you can add sweetner to it to make it less bitter, at least until you palette adapts. But be prepared to be chided with "si no es amargo, no es mate" if mate connoisseurs catch you doing this.