Jugos del Valle
Jugos del Valle is a Mexican juice and beverage producer whose portfolio became part of the Coca-Cola FEMSA system in 2007.
Last updated August 31, 2026
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Overview
Jugos del Valle, also known as Del Valle Juices, is a Mexican producer and marketer of fruit juices, nectars, fruit drinks and related beverages. The business began in 1947 when Santiago Ovalle, who had previously worked in the wine industry, started commercializing grape juice. Its first factory was established in Santa Marta, Mexico, and a second plant opened in Tepotzotlán in 1968. The Tepotzotlán site subsequently became the company’s principal operating center. The company expanded from a juice producer into a broader beverage platform through product launches, manufacturing investments, exports and acquisitions. After investors led by P. E. Manuel Albarrán Macouzet acquired the business in 1978, Jugos del Valle introduced Frutsi in 1982 and Botellín in 1988. The company began exporting to the United States in 1988. A Zacatecas plant opened in 1992, supporting juice and fruit-pulp production, including pulp and nectars for domestic and international customers. In 1994 the company became publicly traded and launched Mini Valle in a small cardboard package. Further packaging and product innovation followed with Valle Practic, Jumbo Practic, Apretón, Del Valle Light and Del Valle Soya. During the 1990s and early 2000s, Jugos del Valle developed an international operating structure, including subsidiaries in the United States and Brazil. Its Brazilian operation became particularly important, with production in Americana, São Paulo, and a portfolio that included juice, light juice, orange juice with honey and coconut juice. The company also pursued fruit-pulp sales and entered alliances connected with packaging and manufacturing capabilities. A decisive transformation occurred in 2007, when Jugos del Valle reached an agreement involving Coca-Cola FEMSA and The Coca-Cola Company. The arrangement brought the Del Valle portfolio into the Coca-Cola bottling and distribution system, greatly expanding its route-to-market across Mexico, the United States and Latin America. Following the transaction, the business also participated in bottling or distributing selected Coca-Cola beverage brands, including Powerade, Gladiator and other products. The portfolio has included Del Valle, Del Valle Reserve, Del Valle Pulpy, Florida 7, Frutsi, Bebere and other juice or beverage brands, while Coca-Cola system products such as Powerade and Fuze Tea have also been associated with its manufacturing or distribution activities in particular markets. Jugos del Valle has operated across a broad geographic footprint, with exports and commercial presence reported in more than 30 countries on five continents. Its positioning combines a Mexican juice heritage with mass-market availability, family-oriented formats and the distribution scale of the Coca-Cola system. The company’s present identity is therefore both a beverage brand portfolio and an industrial and bottling operation within Coca-Cola FEMSA’s regional network.
History
Jugos del Valle traces its origins to 1947, when Santiago Ovalle began commercializing grape juice after a career in the wine industry. The company opened its first factory in Santa Marta, Mexico. In 1968 it added a second facility in Tepotzotlán, which later became its most important operating center. A change in ownership took place in 1978, when a group of investors led by P. E. Manuel Albarrán Macouzet acquired the company. The new period was marked by portfolio expansion. Frutsi was launched in 1982 in a glass container, followed by Botellín in 1988. That same year, Jugos del Valle began exporting products to the United States. The company strengthened its industrial base during the 1990s. It opened a juice and fruit-pulp plant in Zacatecas in 1992, became a public company in 1994 and introduced Mini Valle in a small cardboard package. It also developed waste-water treatment infrastructure and launched additional formats, including Valle Practic in 1995 and Jumbo Practic in 1996. The latter was described as the company’s two-litre juice product. In 1996 Jugos del Valle established its first United States subsidiary. International development continued in 1997 with fruit-pulp sales to domestic and foreign customers and the creation of a Brazilian subsidiary. In 1998 the company acquired Company Barrilitos and introduced Apretón, which used a metalized plastic container. The Brazilian operation opened its first factory in Americana, São Paulo, in 1999. In Brazil, the business developed products such as light juices, orange juice with honey and coconut juice, and used the country as a base for wider market activity. The early 2000s brought social, commercial and organizational initiatives. The Grupo Del Valle Foundation was established in 2002 with a stated focus on housing and nutrition. In 2005 the company’s general director was assigned worldwide operational responsibility, and the business acquired Infonet while developing alliances connected to packaging and production. Del Valle Light was launched in 2005, followed by Del Valle Soya in 2006 and a new factory in Monterrey. The most important strategic turning point came in 2007. Jugos del Valle entered an agreement with Coca-Cola FEMSA and The Coca-Cola Company. The transaction placed the Del Valle portfolio within the Coca-Cola FEMSA system and expanded distribution substantially across Mexico, the United States and Latin America. It also connected Jugos del Valle with the bottling of selected Coca-Cola beverages. In 2008, the company’s activities included brands such as Gladiator and Powerade. Conditions associated with the transaction affected distribution of the Barrilitos soft-drink brand in Mexico. Jugos del Valle subsequently operated as a broad beverage platform rather than only a conventional juice maker. Its activities have included juices, nectars, fruit drinks, concentrates, pulp, children’s beverages, energy drinks, isotonic drinks and teas. The business has reported commercial activity in more than 30 countries, with markets or exports including the United States, Brazil, Venezuela, Puerto Rico, Chile, Argentina, Colombia, Central America, Spain and El Salvador. Its current competitive identity rests on the combination of Mexican juice heritage, a wide portfolio and the manufacturing and distribution reach of Coca-Cola FEMSA.
- 2007
Coca-Cola FEMSA integration
[1]The Del Valle portfolio entered the Coca-Cola FEMSA and The Coca-Cola Company distribution system.
- 1999
Brazilian factory opens
[1]The Brazilian operation opened its first production facility in Americana, São Paulo.
- 1996
United States subsidiary established
[1]The company established its first international subsidiary in the United States.
- 1994
Public listing and Mini Valle launch
[1]Jugos del Valle became a public company and introduced Mini Valle in a small cardboard container.
- 1992
Zacatecas plant opens
[1]A new facility began producing juice and fruit pulp for domestic and international applications.
- 1988
United States exports begin
[1]The company launched Botellín and began exporting products to the United States.
- 1982
Frutsi launched
[1]Jugos del Valle introduced Frutsi as a packaged children’s beverage.
- 1978
Ownership changes
[1]Investors led by P. E. Manuel Albarrán Macouzet acquired the company.
- 1968
Tepotzotlán factory opens
[1]A second factory opened in Tepotzotlán and later became the company’s principal operating center.
- 1947
Company founded
[1]Santiago Ovalle began commercializing grape juice and opened Jugos del Valle’s first factory in Santa Marta, Mexico.
Products and positioning
A mass-market Mexican juice and beverage portfolio emphasizing fruit-based refreshment, accessible packaging formats and broad distribution through the Coca-Cola FEMSA system.
Juices and nectars · 1947
Del Valle
The core Del Valle line is the company’s principal juice and nectar brand. It represents the portfolio’s central fruit-based offering and has been distributed through domestic and international Coca-Cola system channels.
Premium juices and nectars
Del Valle Reserve
Del Valle Reserve is a line of juices and nectars made from berry varieties. It extends the main Del Valle portfolio into more specialized fruit profiles.
Children’s drinks · 1982
Frutsi
Frutsi is a children-oriented fruit beverage introduced in 1982. Its launch formed part of Jugos del Valle’s expansion beyond traditional juice formats.
Frozen juices and concentrates
Florida 7
Florida 7 is associated with frozen juice and concentrate products within the broader Jugos del Valle portfolio.
Fruit drinks
Del Valle Pulpy
Del Valle Pulpy is a fruit beverage containing pieces of fruit, providing a texture distinct from filtered juices and conventional nectars.
Isotonic beverages
Powerade
Powerade is a Coca-Cola sports drink associated with Jugos del Valle’s bottling and distribution activities after the 2007 Coca-Cola system agreement.
Energy drinks
Gladiator
Gladiator is an energy-drink brand that became part of the company’s bottling activities following its integration with Coca-Cola operations.
Tea beverages
Fuze Tea
Fuze Tea is a Coca-Cola tea brand associated with the wider beverage manufacturing and distribution portfolio.
Brand decisions
2007
Integration into the Coca-Cola FEMSA systemM&ABackground
Jugos del Valle sought broader distribution and a stronger regional route to market, while Coca-Cola sought to expand its beverage presence in Latin America.
Action taken
The company entered an agreement with Coca-Cola FEMSA and The Coca-Cola Company, placing the Del Valle portfolio within the Coca-Cola bottling and distribution network.
Aftermath
Distribution expanded across Mexico, the United States and much of Latin America, and the business became involved in bottling additional Coca-Cola system beverages.
Sources1 sources
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