______________________________________________________________________________________________________ Jumex USA
A TASTE OF
MEXICO
How Jumex is transforming its 40-year brand legacy in the US into a bold, multi-category and multi-channel growth platform.
Celebrating real fruit, authentic flavors, and continuous innovation, the story behind Jumex is one of passion and progress. Established in Mexico in 1961, Jumex was founded with a vision to deliver the highest quality fruit beverages, and it has since grown into one of Mexico’ s largest privately held beverage companies. Since its first product, an apple nectar packaged in the iconic‘ little blue can,’ Jumex has grown to offer an extensive beverage portfolio. In the US, that portfolio spans from Strawberry Banana Nectar and Hibiscus Aguas Frescas to alcoholic offerings under the Jumex Hard Nectar brand.
Although Jumex has been present in the US for more than 40 years, Jumex USA was formally launched in 2024 to strengthen the company’ s presence in the US while building on the solid foundation already established by Grupo Jumex from Mexico. Jumex USA’ s focus is on bringing new ideas to market, exploring adjacent categories, and connecting with evolving consumer segments through a locally driven approach. To learn more about Jumex and its US expansion, we speak with Carlos Madrazo, Country Manager USA.“ At our core, we are a fruit company,” Carlos opens.“ In the US, that starts
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