The name Mineragua may be difficult to pronounce, but the owners believe the unique name could be a valuable way to create credibility for the sparkling water brand as it competes with beverage giants such as Coca-Cola and Nestle.
“We are not going to change for the general market.” brand manager Efrain Mendoza said: Novamex, which gave the name to “Pronunciation is a little difficult.” “We’re still true to our roots, it’s something we’re proud of, just the culture behind it.”
Mineragua was introduced in 1997 by beverage maker Novamex. Novamex, based in Texas, also makes Jarritos-flavored sodas and a sparkling non-alcoholic beverage known as Sangle.ISenorial.
Originally known as Jarritos Mineragua Club Soda, Novamex completely overhauled the brand in 2021, replacing the term club soda with a more trendy description of carbonated water. Over time, Novamex revamped its packaging and simplified ingredient lists (the company didn’t say which ingredients it left out), allowing it to prioritize minerals and carbonation.
Novamex uses tap water from two locations in Mexico for Mineragua, prior to adding minerals and carbon dioxide, and has only one SKU for sale. The company has been testing flavored extensions internally, but for now, its focus is on expanding distribution and reaching customers outside its core Hispanic base.
“Our customers see what our competitors are doing and want a taste,” Mendoza said. “But at the end of the day, if you want your brand to grow, you need to be a little more engaged with your consumers. Stick with what you have.”
The decision to grow Mineragua slowly contrasts sharply with competitor Topo Chico, which Coca-Cola acquired in 2017 for an estimated $220 million.
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Permission by Novamex
Since then, Coca-Cola has leveraged its power to significantly expand Topo Chico’s nationwide distribution, expanding the brand into fruit juices, premium sparkling waters made with herbal extracts, and even alcohol through a partnership with Molson Coors. The beverage giant is optimistic that Topo Chico will eventually grow into a billion-dollar brand.
According to Circana data, Mineragua is the sixth best-selling brand in the unflavored carbonated/sparkling/mineral category. In the 52 weeks to June 18, Mineragua’s sales jumped 30% to $30.4 million, according to a Chicago-based market research firm. Mendoza estimates that the brand has 5% of the sparkling water market share and that annual case sales in 2022 will almost double from three years ago.
Despite its small size, Mendoza said: Mineragua There are advantages. You can leverage your connections with Hispanic consumers — “Culture-focused brands are trending,” he said. Unlike Topo Chico and Perrier, they have high carbon dioxide levels and do not draw water from natural sources such as springs.
“We bring a little difference to carbonated water,” he said.
Mineragua, which was once more reserved for Hispanic and ethnic corners, is rapidly gaining shelf space alongside other sparkling water brands in mainstream retailers.
Target, Whole Foods and Sprout recently started carrying the brand, while Kroger was the first to start selling Minelagua. 2021, was removed from the Hispanic aisle later that year.Novamex prioritizes List your brand in the sparkling water section, wider consumer.
“You can’t just focus on the core” [Hispanic] Customers who have helped us build our brand,” Mendoza said. “Come on… let’s play with the big guys and see what we can get. We were able to make it happen last year.”
In order to make it more widely known, Mineragua It also distributes samples so that people can try the liquid. It also sponsors events such as beach volleyball tournaments and road bike races in Miami, adorns RVs with branded logos, markets, tastes, and advertises.
Sales of soda are soaring as consumers eat less sugar and enjoy the fizziness of soda but are attracted to cleaner-labeled products.
Mendoza said Topo Chico and competing brands such as Perrier and Nestlé’s Sanpellegrino have increased popularity and awareness among shoppers, benefiting the sparkling water category.
“We recognized the potential of carbonated water,” he added. It “played a central role in the water section”.
