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Jarritos
Jarritos
Jarritos
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Jarritos
TypeCitrus Soda
ManufacturerNovamex
Origin Mexico
Introduced1950; 76 years ago (1950)
Related productsSangria Señorial
Ibarra (chocolate)
Sidral Mundet
Jarritos Mineragua
Jarritos Kids
Websitejarritos.com Edit this on Wikidata

Jarritos is a brand of soft drink in Mexico, owned by Novamex, a large independent bottling conglomerate based in El Paso, Texas.[1] Jarritos was founded in 1950 by Don Francisco "El Güero" Hill.[2][3]

Jarritos is made with fruit flavors and cane sugar, and is less carbonated than many popular soft drinks.[4] Many Jarritos varieties are naturally flavored. The word jarrito means "little jug" in Spanish and refers to the Mexican tradition of storing drinks in clay pottery jugs.[4] Produced in Mexico, they are sold throughout the Americas and Australia.[5] Jarritos comes in 370 mL (12.5 US fl oz) and 600 mL (20 US fl oz) glass and plastic, as well as 1.5-liter bottles.

History

[edit]

The original Jarritos was a coffee-flavored drink, before it moved to fruit flavors.[6] Shortly after launching the first Jarritos in Mexico City, Francisco Hill developed a process to remove tamarind juice extract to create the first tamarind-flavored soft drink in Mexico: Jarritos Tamarindo.[4] Hill quickly followed with Mandarin, Lemon and Fruit Punch flavors, gaining greater market share.[7] By 1960, Jarritos had secured distribution in 80 percent of Mexico’s 31 states.[8]

Exports to the United States began in 1988.[8] According to the 2009 edition of the book Mexico Greatest Brands, 6000 bottles of Jarritos are shipped across the border each minute. Jarritos is now present in 42 countries.

Jarritos and Nike collaborated to make a Jarritos-inspired Nike Dunk shoe, which was released in May 2023.[9]

Flavors

[edit]

Jarritos is or was available in fifteen flavors:[10]

[edit]
  • A Jarritos bottle sold in Canada
    A Jarritos bottle sold in Canada
  • A glass bottle of Jarritos Tamarindo using a bottle design found in Mexico
    In Mexico, Jarritos uses a different bottle and logo design
  • From left to right: Guava, Mandarin, Mango, Pineapple, Lime
    From left to right: Guava, Mandarin, Mango, Pineapple, Lime

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Jarritos

View on Grokipedia
from Grokipedia
Jarritos is a brand of fruit-flavored carbonated soft drinks, founded in 1950 by Don Francisco "El Güero" Hill in , initially launching with a coffee-flavored soda before evolving to include soda and a range of natural fruit varieties such as mandarin, pineapple, lime, mango, guava, grapefruit, passion fruit, watermelon, strawberry, fruit punch, and cola. The brand is distinguished by its use of cane sugar, natural fruit extracts, low , and absence of , , or artificial preservatives, positioning it as an authentic taste of that pairs perfectly with tacos—earning it the nickname "The Official Drink of Tacos." By 1960, Jarritos had expanded distribution to 80% of Mexico's states, becoming the country's best-selling naturally flavored , and initial exports to the North American market began in 1988, where it quickly grew to dominate as the top-selling Mexican soda in the United States, available at major retailers like and Target. As of September 2025, Jarritos is available in 45 countries worldwide, maintaining its cultural significance through vibrant glass-bottled presentations and innovative limited editions, such as mandarin-flavored Slurpees at , while continuing to celebrate Mexican heritage and bold flavors.

Brand Overview

Introduction

Jarritos is a naturally flavored, carbonated brand originating from , renowned for its fruit-based recipes crafted to capture authentic tropical tastes. As the self-proclaimed "Official Drink of Tacos," it embodies a vibrant symbol of Mexican refreshment, pairing seamlessly with traditional cuisine to evoke cultural pride and everyday joy. The brand's key attributes include the use of real fruit juices in its core lineup, eschewing artificial flavors to deliver genuine, bold profiles—such as the popular mandarin variant—while maintaining a commitment to natural ingredients sourced from Mexican farms. These sodas are presented in iconic, vibrant, colorful glass bottles that enhance their visual appeal and nostalgic charm, distinguishing Jarritos from mass-produced alternatives. As of 2025, Jarritos stands as a global brand celebrating 75 years since its founding in 1950, with distribution reaching over 45 countries across , , , , and the , including recent expansions to markets like . Daily, it exports approximately 2.16 million bottles worldwide, solidifying its status as a beloved exporter of Mexican flavor and heritage. The brand continues to innovate, with the launch of Jarritos Mandarin Zero in the U.S. in 2025.

Ownership and Production

Jarritos is owned by Novamex, an independent bottling and distribution conglomerate headquartered in , which acquired the brand in 1988 while preserving its Mexican origins dating back to its founding in 1950. Novamex operates as a family-influenced enterprise, with CEO having partnered with the original Hill family in the 1980s to expand the brand globally without affiliation to major conglomerates like or . Production of Jarritos occurs primarily at bottling facilities in operated by companies such as Embotelladora Mexicana S.A. de C.V. (part of Consorcio Aga) and Grupo GEPP, including plants in and Guadalajara, where the soda is manufactured using natural ingredients such as real fruit concentrates and pure cane sugar. These facilities employ traditional methods scaled for efficiency, sourcing fruit from local Mexican farms to maintain authenticity, with international distribution and export bottling handled through Novamex's partnerships in over 45 countries. Quality standards emphasize the use of glass bottles to preserve flavor and carbonation, avoiding in favor of cane sugar for an authentic taste profile. Each Mexican bottling plant can fill up to 45,000 glass bottles per hour, supporting an annual production and distribution volume equivalent to approximately 2.4 billion bottles as of 2019, while upholding artisanal roots through sustainable sourcing and minimal processing.

History

Founding and Early Development

Jarritos was founded on August 29, 1950, by Francisco "El Güero" Hill, an accomplished chemist, in , , where he began operations in a small home workshop experimenting with fruit-based sodas. Hill, who had previously worked for 15 years at Mexico's National Laboratory, drew upon his scientific background to develop innovative beverage recipes in this modest setup, initially limited by basic equipment and resources. The brand's initial product focused on an experimental coffee-flavored soda, but it quickly shifted to fruit flavors after the coffee variant proved unpopular among consumers who preferred hot coffee over a carbonated version. Hill's breakthrough came with the development of the world's first tamarind soda, directly inspired by traditional Mexican aguas frescas—refreshing fruit-infused waters served in everyday clay vessels—which emphasized natural, authentic tastes that resonated with local preferences, followed by early flavors such as mandarin. This pivot addressed early challenges, including adapting to consumer demand for less artificial, more fruit-forward options amid limited production capacity. Distribution in the early years remained confined to the region, where Jarritos was sold through local stores and markets using rudimentary delivery methods, reflecting the brand's grassroots beginnings and resource constraints. A key innovation was the use of returnable glass jars for packaging, modeled after jarritos—small clay pots traditionally used for serving beverages—which not only evoked cultural familiarity but also promoted sustainability and affordability in an era dominated by metal cans. These jars, often unlabeled and distinguished by the color of their contents, helped establish Jarritos as a distinctly Mexican alternative during the post-World War II period.

Expansion and Milestones

In the , Jarritos expanded its bottling and distribution network to cover 80% of Mexico's states, solidifying its position as the country's best-selling naturally flavored . During the and 1990s, Jarritos entered the U.S. market through a partnership with Novamex, an El Paso-based distributor that acquired rights to market the brand internationally, enabling exports to communities starting in 1988. This collaboration facilitated the establishment of export operations extending to and other regions, broadening Jarritos' reach beyond . The 2000s marked a significant surge in Jarritos' popularity , particularly within growing markets, where it became the leading imported by the early 2000s. Under Novamex's management, Jarritos integrated acquisitions of complementary brands and adapted its positioning to compete with global giants like by emphasizing authentic fruit flavors and . Recent sustainability efforts include promoting the use of 100% recyclable bottles and supporting sustainable farming practices for ingredients like . In 2025, Jarritos celebrated its 75th anniversary with global campaigns, including worldwide events, sweepstakes, and limited-edition product releases featuring retro designs.

Products

Flavors

Jarritos offers a diverse lineup of fruit-flavored sodas, emphasizing natural essences derived from Mexican-grown fruits to capture authentic taste profiles. The brand's core permanent flavors include twelve varieties: Mandarin, Tamarind, Guava, Pineapple, Lime, Fruit Punch, Jamaica (hibiscus), Grapefruit, Mango, Strawberry, Passion Fruit, and Mexican Cola. These sodas are formulated with carbonated water, cane sugar, citric acid, natural flavors, and preservatives like sodium benzoate, with many incorporating real fruit juices or vegetable juices for color and enhanced authenticity. For instance, the tamarind flavor balances tangy acidity with subtle sweetness, drawing from traditional Mexican culinary uses of the pod for its sour, caramel-like notes. Similarly, the mandarin variety highlights bright citrus zest from natural orange extracts, while Jamaica delivers a floral, tart hibiscus infusion reminiscent of Mexican aguas frescas. The development of Jarritos flavors began in 1950 with an initial coffee variant, which was soon supplemented by options to better align with consumer preferences for refreshing beverages. By 1953, the lineup expanded to include lime, mandarin, and , utilizing locally sourced and innovative distillation techniques—such as for the pioneering tamarind soda—to preserve bold, natural profiles. Further growth introduced additional flavors such as , , , and , evolving the lineup to over ten permanent options by the 2020s, with ongoing additions like passion fruit and to reflect regional tastes. Seasonal and limited editions, such as , appear periodically to evoke summer gatherings, often featuring heightened intensity through concentrated essences. Mandarin and lime are among the most popular flavors, often praised for their citrus appeal that pairs well with meals. Tamarind holds strong favor in Latin American markets for its cultural authenticity and unique tangy-sweet balance, and is one of the top-selling flavors.

Packaging and Variants

Jarritos is traditionally packaged in 12.5 fluid ounce returnable glass bottles, which feature distinctively molded shapes and vibrant, illustrated labels depicting fruit motifs inspired by Mexican heritage. These labels use bold colors and graphics to evoke cultural elements, such as traditional clay jars (jarritos) that nod to the brand's origins. The packaging design has evolved significantly since the 1950s, beginning with simple embossed bottles adorned with two- to three-color applied ceramic labeling (ACL) for durability and aesthetic appeal. By the , the brand shifted to flexo-printed paper labels and later adopted clear pressure-sensitive labels to enhance shelf visibility and maintain a "no-label" look that highlights the colorful glass while improving recyclability. This progression reflects a balance between preserving authentic Mexican and modernizing for global markets, including retro-inspired designs reintroduced in 2025 to commemorate the brand's 75th anniversary. Product variants extend beyond the standard glass bottle to include larger 16.9 fluid ounce plastic bottles for convenience in retail settings and 1.5-liter family-sized plastic options suitable for gatherings. In , for the brand's 75th , Jarritos introduced limited-edition retro-inspired on millions of family-size bottles. In recent years, Jarritos introduced 12-ounce aluminum cans, initially for export markets like the , providing a portable alternative while retaining the brand's signature flavors. A zero-sugar line, launched in 2024 with Mandarin as the inaugural flavor, is available in both 12.5 fluid ounce glass bottles and 12-ounce cans, offering a low-calorie option without compromising . The zero-sugar line expanded with a nationwide launch of Mandarin Zero in . Occasional collaborations have resulted in limited-edition , such as co-branded boxes with Nike featuring sneaker-inspired designs and custom packs with La Michoacana that integrate traditional Mexican motifs. Sustainability efforts emphasize the use of reusable bottles, which reduce reliance on single-use s and are infinitely recyclable without loss, aligning with broader industry goals for circular packaging. In and the , Jarritos promotes through consumer on empty bottles and partnerships that support glass collection programs, contributing to lower environmental impact compared to plastic alternatives.

Distribution and Cultural Impact

Global Reach and Availability

Jarritos holds a dominant position in , its primary market, with nationwide availability through a comprehensive distribution network that covers urban centers, rural areas, and major retail outlets. The brand's strong domestic presence stems from its long-standing production facilities and bottling operations within the country, ensuring consistent supply to consumers across all regions. In the United States, Jarritos has expanded to all 50 states, initially targeting communities but now accessible via both specialty grocers and mainstream retailers such as , Target, , and . This penetration has been supported by strategic placements in over 4,500 retail doors for select variants as of late 2025, broadening its appeal beyond ethnic markets to general consumers. Internationally, Jarritos is distributed to over 45 countries, spanning , , , , and . Key markets include for North American exports, European countries like the and where it appears in supermarkets, Asian regions such as , , and through import channels, and Latin American nations including , , and the . In areas like , availability is primarily through specialized import stores catering to international beverages. Distribution relies on key partnerships, notably with Novamex, which manages U.S. bottling, exporting, and to facilitate global reach. The brand also leverages online sales through platforms like Amazon and its own website, alongside targeted channels in ethnic markets, taquerias, and independent distributors in overseas regions. As of , these efforts contribute to robust U.S. sales, driven by expansion into non-Hispanic demographics via multicultural positioning.

Marketing and Cultural Significance

Jarritos has employed marketing strategies that emphasize its deep ties to Mexican culinary traditions, particularly through the "Respect the Taco" campaign launched in the early . This initiative positions the brand as the ideal companion to , featuring humorous animated advertisements that showcase googly-eyed bottles of Jarritos alongside vibrant taco imagery, culminating in a chorus of flavors singing the tagline "Jarritos. Respect the Taco." The campaign includes digital promotions, partnerships with local taquerias and food trucks to offer free , and support for small businesses, encouraging consumers to patronize authentic Mexican eateries. Additionally, Jarritos sponsors cultural festivals, such as events, where it provides beverages and engages in community activations to celebrate Mexican heritage. A pivotal campaign was the 2016 "The Journey" advertisement, directed by Mexican actor , which highlighted the stories of immigrants arriving in the United States. The two-minute spot interweaves archival footage of European immigrants at with contemporary images of Mexican migrants crossing the border, underscoring shared human experiences and resilience while featuring Jarritos as a unifying element of cultural comfort. In 2025, marking its 75th anniversary, Jarritos launched global promotions that emphasized its heritage, including limited-edition retro bottle designs, collaborations with brands like Nike and for collectibles, and sweepstakes offering prizes such as customizable record players. These efforts featured pop-up events in cities like , , and , blending festive tastings with cultural storytelling to reinforce the brand's evolution from a Mexican staple to a worldwide symbol. Culturally, Jarritos serves as an icon of Mexican pride, evoking and through its fruit-forward flavors derived from traditional recipes. It frequently appears in media, including films and music that depict Mexican-American life, and plays a vital role in communities by providing a tangible "taste of home" that fosters connection to heritage. Partnerships with taquerias and food trucks extend this significance, integrating Jarritos into everyday rituals of and culture. On the social front, Jarritos supports causes through initiatives like its annual Hispanic Heritage Month campaign, "Los Sabores de Mi México," which in 2024 featured exclusive recipes from Frida Kahlo's family to celebrate Mexican artistry and cuisine. The brand also incorporates sustainability messaging by sourcing fruits from Mexican regions, including its own mandarin groves, and promoting shade-grown tamarind that aids eco-friendly farming. This progression from a niche import to a mainstream cultural export has amplified Jarritos' influence, bridging Mexican traditions with global audiences while contributing to community empowerment.

References

  1. https://jarritos.com/respectthetaco/articles/the-colorful-history-of-jarritos/
  2. https://jarritos.com/
  3. https://vinepair.com/articles/ntk-jarritos/
  4. https://www.tastingtable.com/1544397/every-jarritos-flavor-ranked/
  5. https://www.regionalaccess.net/brand/jarritos/
  6. https://www.prnewswire.com/news-releases/jarritos-rolls-out-mandarin-zero-nationwide-302570389.html
  7. https://imbibemagazine.com/how-jarritos-soda-became-a-global-phenomenon/
  8. https://jarritos.com/our-story/
  9. https://jarritos.com/respectthetaco/articles/5-super-good-facts-you-should-know-about-jarritos/
  10. https://supermarketnews.co.nz/beverage/jarritos-x-acorn-group/
  11. https://jarritos.com/respectthetaco/our-stories/big-numbers/
  12. https://abasto.com/en/news/jarritos-mandarin-zero-launches-nationwide-in-landmark-rollout/
  13. https://www.historyoasis.com/post/history-jarritos
  14. https://www.elpasoinc.com/news/local_news/el-paso-company-distributes-2-4b-jarritos-sodas-a-year/article_283b85b0-0408-11ea-a673-b735c19645ab.html
  15. https://www.imbibemagazine.com/how-jarritos-soda-became-a-global-phenomenon/
  16. https://jarritos.com/respectthetaco/our-stories/natural-sugar/
  17. https://www.thetakeout.com/1981786/why-two-versions-jarritos-mexico/
  18. https://jarritos.com/respectthetaco/articles/raise-a-glass-to-jarritos-70th-anniversary/
  19. https://www.hispanicpantry.com.au/blogs/resources/a-taste-of-rich-tradition-jarritos-mexican-soda
  20. https://jarritos.com/our-story-3/
  21. https://www.nytimes.com/2011/09/20/business/media/jarritos-the-mexican-soda-tries-to-move-beyond-its-base-advertising.html
  22. https://www.prnewswire.com/news-releases/from-mexico-to-the-world-jarritos-marks-75-years-of-flavor-culture-and-global-impact-302555958.html
  23. https://www.brewbound.com/news/jarritos-maker-novamex-partners-with-anheuser-busch-on-cantaritos-hard-sodas/
  24. https://jarritos.com/respectthetaco/
  25. https://www.instagram.com/p/DIAxvvGx_Un/
  26. https://www.starmarket.com/shop/product-details.960224327.html
  27. https://www.amazon.com/Jarritos-Drink-Pineapple-16-9-Ounce/dp/B00AFYOLU6
  28. https://www.shop.elsupermarkets.com/store/el-super/products/2825222-jarritos-soda-summer-pack-12-pack-12-ea
  29. https://jarritos.ca/flavours/
  30. https://www.packagingdigest.com/packaging-design/end-of-an-era-for-jarritos
  31. https://jarritos.com/flavor/
  32. https://jarritos.com/flavor/mandarin-zero/
  33. https://www.bevindustry.com/articles/97857-jarritos-mandarin-zero
  34. https://mudge.co/project/la-michoacana-jarritos/
  35. https://www.trendhunter.com/trends/beverage-box
  36. https://jarritos.com/respectthetaco/articles/dont-throw-out-your-soda-bottles-upcycle-them-with-these-8-diy-projects/
  37. https://jarritos.com/respectthetaco/articles/7-cool-ways-to-reuse-glass-soda-bottles/
  38. https://www.instagram.com/p/DOqZHQ5k5Mh/
  39. https://www.nrn.com/supplier-news/jarritos-the-super-good-soda
  40. https://finance.yahoo.com/news/jarritos-rolls-mandarin-zero-nationwide-130000264.html
  41. https://www.u-buy.jp/en/brand/jarritos
  42. https://www.ownswho.com/articles/who-owns-jarritos
  43. https://www.amazon.com/Jarritos-Mexican-Drink-Bottle-Variety/dp/B08Y96N4JK
  44. https://adage.com/video/jarritos-respect-the-taco-30s/
  45. https://www.mediapost.com/publications/article/409269/googly-eyed-soda-jarritos-pairs-with-tacos-in-ani.html?edition=139929
  46. https://www.youtube.com/watch?v=qIaiVOogI9o
  47. https://www.prnewswire.com/news-releases/diego-luna-and-jarritos-partner-to-share-the-journey-of-immigrants-in-the-united-states-300347709.html
  48. https://www.businesswire.com/news/home/20250813088505/en/Jarritos-Celebrates-75-Years-of-Flavour-and-Canada-is-Invited-to-the-Party
  49. https://www.prnewswire.com/news-releases/jarritos-celebrates-hispanic-heritage-month-with-los-sabores-de-mi-mexico-featuring-exclusive-recipes-from-the-kahlo-family-302260346.html
  50. https://hispanicad.com/news/from-mexico-to-the-world-jarritos-marks-75-years-of-flavor-culture-and-global-impact/
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