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Beverage Marketing News Fax
Mexican Soft Drink: BARRILITOS Crosses The Boader By Richard Davis(Adds details, byline, to previous story)HOUSTON, Texas--(BEVERAGE MARKETING)--Wednesday, February 9, 2005Jugos del Valle USA, more commonly known as Del Valle, a subsidiary of Mexico's Jugos Del Valle, S.A., recently announced that it is importing a full line of authentic Mexican soft drinks: BARRILITOS®, for the US Hispanic beverage market, produced in Mexico by Grupo Embotellador Barrilitos, S.A. de C.V., the BARRILITOS brand is already very popular through out Mexico as an inexpensive soft drink that can be found on the dusty cobblestone side streets. It's Spanish name, meaning "little barrel" evokes celebration like that of cracking open a xuxa piñata on the Cinco de Mayo, the holiday that commemorates the Mexican army's victory over the French in the Battle of Puebla in 1862. In hotter regions of Mexico, BARRILITOS soft drinks are served ice cold with cut limes and salt. Even while off the beaten path hacking your way through Yucatan rain forest with a dull machete you may encounter an archeological find: empty BARRILITOS bottles strewn all over the jungle floor far from civilization. On your way back to explore the Mayan ruins at Xcaret-Tulum, you soon discover that BARRILITOS soft drinks served ice-cold, are the perfect refreshment for beating the hot Mexican sun, some say they are perhaps the best tasting soft drinks on Earth, of course this may be dehydration, sunstroke or the 100 degree heat talking. So, if you happen to see that BARRILITOS oasis, it not a mirage. Just down a near frozen bottle of BARRILITOS for the first time - ahhh, this is what comes to mind when you think of an authentic Mexican adventure. Forget the complementary Margarita's, the Acapulco sunsets, or warm Pacific trade winds that lull you to sleep. All you need to enjoy your time in the sun is a native hammock and a yard or two of mosquito netting under a mango tree along with that pure refreshment in a little barrel; an ice cold BARRILITOS and you've found sweet paradise. In Mexico City, BARRILITOS is sometimes served over filtered ice as a mid-afternoon refreshment in upscale restaurants, even some sleep-deprived Executives are now skipping their mid-afternoon nap, so called "power napping" or "siesta" time and downing ice cold bottles of BARRILITOS instead of the traditional "tres cerveza" lunch.For the United States the BARRILITOS brand is not meant to replace Coke or Pepsi, it is "for those who are looking for a bit of nostalgia," said company Director of Sales Raúl Legorreta. Legorreta insists that the brand which goes back to 1938, never was meant to compete with any major cola brand but he adds, in the same breath, that BARRILITOS offers "unsurpassed flavors in a Mexican style soft drink." that anyone would love, once they taste it. Experience it for yourself - look for BARRILITOS in the Mexican food isle juice section in major supermarket chains like Wal-Mart and c-stores like 7-Eleven. "The growth of the [Hispanic soft drink] market has been enormous the past few years, the major brands really have their eyes on this niche sector." added Legorreta.Jugos del Valle S.A., sells juice and nectars through 10 subsidiaries around the world. The company operates eight production plants in Mexico, which send finished juice products to market (primarily supermarkets) through 100 distribution centers and warehouses. Its main brands include Brisco, Florida7, Tropyfrut, Valencia, Valle, and Valle Light. Del Valle chairman Manuel Albarrán owns 45% of the company. Del Valle is one of the fastest growing brands of fruit nectars and juices in America. Fifty years of experience manufacturing food products in the United States, Mexico and Brazil contributes to the companies reputation for high quality products. The strictest possible standards in the way they grow the fruit, they way they harvest it and ultimately in the way they process and package it is the essence of Valle's commitment to excellence.CONTACT:Jugos del Valle USARaúl Legorreta, 888/349-2234rlegorreta@jvalle.com.mxhttp://www.vallenectars.com
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