Hispanic consumers represent a rapidly expanding demographic with significant purchasing power, and consumer packaged goods (CPG) companies are beginning to recognize this trend. According to a report from Circana, Hispanics account for 16% of total CPG growth in the United States and constitute one-fifth of the nation’s population, contributing to 71% of the national population increase between 2022 and 2023. Furthermore, more than 25% of Gen Z and Gen Alpha identify as Hispanic, highlighting the long-term potential of this consumer segment.
In reintroducing Barrilitos in the U.S. market, Coca-Cola emphasizes the beverage’s appeal to multicultural Gen Z, millennials, and families. This diverse consumer base allows Coca-Cola to target a broad audience, particularly younger consumers who seek unique flavors and increasingly influence consumer spending. Barrilitos competes with Jarritos, another popular Mexican soda in the U.S. However, Coca-Cola’s extensive resources and distribution capabilities could enable Barrilitos to gain a competitive edge.
“Barrilitos is evolving to meet the needs of a new generation, while honoring its rich heritage,” stated Maria Correa, who oversees the Barrilitos brand at Coca-Cola. “We’ve infused Barrilitos with a refreshed brand identity, while maintaining the classic flavors and traditions that have endeared it to Latino households. This relaunch invites everyone to experience Barrilitos and celebrate its legacy in a fresh way.” Produced in Mexico, Barrilitos is available in four flavors—Mandarina (Mandarin), Manzana (Apple), Piña (Pineapple), and Ponche de Frutas (Fruit Punch)—packaged in a twist-glass bottle.
In this relaunch, Coca-Cola may be looking to leverage the successful attributes of its Topo Chico brand. In 2017, Coca-Cola acquired Topo Chico, a Mexican sparkling water brand, for an estimated $220 million, as part of its strategy to diversify its beverage offerings and lessen its reliance on sugary drinks. Since then, Coca-Cola has effectively expanded Topo Chico’s distribution beyond Texas and introduced it to new beverage categories, including sparkling waters infused with fruit juice and herbal extracts, as well as alcoholic options through its partnership with Molson Coors.
Coca-Cola is initially focusing the Barrilitos relaunch on Hispanic communities in Texas and California, with plans to potentially expand to other regions in the U.S. Barrilitos, made with fruit flavors and cane sugar, is positioned as a healthier alternative to traditional sodas, including those produced by Coca-Cola. This aligns with the growing trend of consumers seeking better-for-you options, similar to Topo Chico, which offers the desired carbonation without compromising on health.
Additionally, the incorporation of ingredients like calcium citrate 500 mg tablet may attract health-conscious consumers looking for beverages that contribute to their wellness. With a focus on vibrant flavors and healthier perceptions, Barrilitos aims to carve out its niche in a competitive market.