Everyone has that one beverage or snack they loved as a kid that takes them back in time every time they consume it, reminding them of some of their best childhood memories.
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For people who grew up in a Hispanic household, Barrilitos was a nostalgic beverage that was always present at any family gathering or birthday party. It was so essential that it almost became a tradition.
A Mexican favorite beverage with a rich history, big opportunity
Barrilios was first launched in Monterrey, Mexico, in 1938. Since then, the soft drink has become a part of Hispanic culture. Coca-Cola noticed the soft drink's success among Mexican consumers and acquired Barrilitos in 2008, planning to bring it to the U.S. market. Then, it discontinued the product a few years back.
According to the U.S. Census, the Hispanic population in the U.S. amounted to around 65.2 million people in 2023, making it the largest racial minority group in the nation, with 19.5% of the total population.
Out of all U.S. states, California holds the number one spot for the largest Hispanic population, with Texas coming in second.
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Hispanic consumers form a significant part of the retail market in the U.S., as their spending power accounted for around $2.7 trillion. Their impact is only expected to grow, which is one reason multiple companies in the retail sector have prioritized this community through their marketing strategies and product development.
As the world's most valuable beverage company, worth nearly $280 billion, Coca-Cola knows how valuable the Hispanic market is. It is the company's second most profitable region after North America.
Coca-Cola makes major announcement Hispanic consumers will love
On Oct. 31, Coca-Cola (KO) announced it would relaunch Barrilitos in the U.S. with a new formula that better adapts to the times and appeals to multicultural Gen Z'ers, Millennials, and families.
"Barrilitos is evolving to meet the needs of a new generation without losing sight of its rich history. We've infused Barrilitos with a refreshed brand identity while preserving the classic flavors and traditions that have made it a beloved part of Latino households," said the Barrilitos Lead, Maria Correa.
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To maintain the essence that has appealed to millions of Hispanic families for decades, the soft drink will still come in a 12oz glass bottle as it has since its inception, and the 1.5L presentations will come in a polyethylene terephthalate (PET) bottle.
Although the Barrilios bottles will be produced and imported from Mexico, Reyes Coca-Cola Bottling will distribute them in California and Southern Nevada, and Coca-Cola Southwest Beverages will distribute them in Texas and Oklahoma.
This is not the first time that Coca-Cola has tapped into its Hispanic market.
In 2017, the company acquired the Mexican sparkling water brand Topo Chico for $220 million.
Since then, Coca-Cola has revamped and reformulated Topo Chico to become a total success among the new generations by creating multiple products, including the original mineral water with a fruity twist, a canned version of fruit juice with a hint of herbal extract, and its cocktail mixer variety.
Coca-Cola customers react to the news of the Barrilitos relaunch
Barrilitos posted a video on Instagram to announce the exciting news, and people's reactions were nothing but optimistic and filled with excitement for the relaunch of the popular soft drink.
View the original article to see embedded media.
An Instagram user commented: "I grew up with this drink."
Another user said: "Can't wait to try!"
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Coca-Cola has yet to provide a specific date for when Barrilitos will hit stores in the US.
Still, the company expects this relaunch to boost sales by further attracting its Hispanic market, as its revenues declined by 1%, according to its latest reported earnings.
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