Ariela Nerubay, Chief Marketing Officer USA at Grupo Jumex, is a leading brand marketer with a particularly strong experience in marketing to diverse audiences. Previously CMO at retail store chain and finance company Curacao, last year Nerubay took over U.S. marketing for the Mexican juice maker Jumex.
Juice Marketing: A US $55 Billion Opportunity
The U.S. fruit and juice market is a multi‑billion‑dollar category with strong growth indicators. The U.S. fruit‑juice market was valued at approximately US $55.5 billion in 2024* and is projected to grow steadily over the next decade. The broader fruit & vegetable juice category reached US $295.5 billion globally in 2024, with North America representing the largest regional share*.” Nerubay asserts that “for Jumex, the opportunity lies in both the core and second-generation Hispanic consumer base and the significantly larger mainstream market segment. With rising interest in authentic global flavors, we believe Jumex is uniquely positioned to capture meaningful share as we expand distribution and consumer awareness across the U.S.”
“For Jumex, the opportunity lies in both the core and second-generation Hispanic consumer base and the significantly larger mainstream market segment.”
Jumex is the most popular producer of juice and nectar in Mexico. Founded in 1961, Jumex prides itself on being a 100% Mexican company and boasts 10 juice and nectar brands in various flavors, all targeting specific demographics.
Juice Marketing: Authenticity as Anchor for the Mexican American Consumer
According to Nerubay, “Mexican heritage is at the center of who we are, and this authenticity continues to be our anchor with Mexican-American consumers. Our strategy includes culturally resonant storytelling, bilingual communication, traditional and modern flavor offerings, and partnerships with influencers who authentically reflect the community. We proudly maintain our heritage—not as a niche, but as a differentiator. Every effort with the Mexican-American consumer is intentional in reinforcing brand love while building a bridge into broader U.S. households. Their loyalty fuels the momentum needed to scale nationally.”
Growth Strategy with Mexican Heritage as Competitive Advantage
Nerubay maintains that Jumex’s U.S. growth marketing strategy is firmly focused on the mainstream American consumer. “We view our Mexican heritage as a competitive advantage in that effort. Consumers nationwide—across demographics—are increasingly drawn to authentic global flavors, and Jumex offers a credible, beloved entry point.”
Nerubay describes her mainstream expansion strategy as follows:
• Introducing flavor and format innovations that maintain the Mexican flavor DNA while appealing broadly to U.S. shoppers.
• Expanding distribution beyond Hispanic channels into national grocery, mass retail, club, convenience, and e-commerce.
• Executing cross‑cultural marketing that celebrates authenticity but connects through universal themes of taste, refreshment, and shared moments.
• Leveraging influencers whose audiences span multicultural and mainstream consumers.
• Using digital scale—social media, paid amplification, and e‑commerce—to reach discovery‑driven U.S.
consumers.
“We aim to take a heritage brand loved by many and expand it for all—without diluting its roots. Overall, our U.S. growth strategy is built on expanding Jumex into the mainstream consumer landscape while proudly keeping our Mexican heritage front and center. Our authenticity is our differentiator—and our pathway to national scale.”
“Our authenticity is our differentiator—and our pathway to national scale.”
Influencer Marketing
Influencer Marketing plays a crucial role in Jumex USA’s juice marketing. It enabled Jumex Hard Nectar to become the most sold juice-based alcoholic beverage in the United States, exceeding multi-million dollar sales goal within the first six months of launch. Nerubay explains that she selected influencers across Hispanic, multicultural, and mainstream audiences based on:
• Cultural relevance and ability to authentically integrate the brand.
• Audience alignment
• High engagement rates over raw follower count.
• Ability to tell visual, story-driven content that highlights taste, culture, and social occasions.
• Geographic strength in priority markets
Influencer marketing is leveraged through a multi‑platform approach, ranging from Meta to TikTok, explains Nerubay. In terms of creator selection, Nerubay cites Robe Grill, who was selected for his strong presence in the Hispanic and multicultural lifestyle and his high engagement and authentic connection with food, flavor, and social moments.
Jumex USA agency partners include Dallas-based Vaquero Advertising and Fuego Advertising.
Jumex USA is also active in sports sponsorships. The company is an official sponsor of The University of Texas at San Antonio’s (UTSA) athletic program—making it the first Mexican brand ever to sponsor an NCAA Division I athletics program.
Juice Marketing: Hispanics as Supermarket Users and QSRs
Jumex USA has two key distribution channels: supermarkets, including grocery stores, and quick-service restaurants (QSR’s). Nerubay notes that Hispanics are highly engaged grocery shoppers who visit more frequently and shop with greater purpose compared to the general population. They value authenticity, family-size options, and in‑store merchandising that reflects their culture. They also increasingly blend mainstream retail with Hispanic-focused grocery formats.” QSR’s are also more highly visited by Hispanics than by the general U.S. population: “Hispanic consumers visit QSRs at higher rates than non-Hispanic consumers, especially for lunch and dinner occasions. They value speed, friendliness, and affordability. This represents a meaningful opportunity for flavor partnerships, meal bundle integrations, and cross‑channel sampling.”
“Hispanic consumers visit QSRs at higher rates than non-Hispanic consumers, especially for lunch and dinner occasions.”
Odwalla, The Broader U.S. Juice Market Health and Wellness Play
Grupo Jumex recently relaunched the legacy juice brand Odwalla, owned by the Coca-Cola company until 2020, to target adventurous and healthy consumers. Odwalla is positioned as a brand with primary relevance to the broader U.S. consumer. “Its role within our portfolio is to meet the needs of consumers who prioritize health, functionality, clean ingredients, and wellness-forward beverages,” Nerubay maintains.
The strategy for Odwalla has the following 4 pillars:
- Reestablishing the brand’s equity around nutrition, functionality, and transparency
- Innovating within categories that resonate with U.S. wellness trends
- Expanding distribution in mainstream grocery, mass, club, and convenience channels
- Leveraging marketing that emphasizes lifestyle, health benefits, and everyday wellness rather than cultural heritage
“Odwalla and Jumex serve complementary but distinct roles in our portfolio. Jumex leads with authentic flavor and cultural roots that are expanding into the mainstream, while Odwalla is purpose-built to connect with the broader U.S. consumer seeking functional and better-for-you beverage options. Together, they allow us to address multiple consumer segments in the U.S.” market with clarity and intention.
* Sources:
https://www.imarcgroup.com/united-states-fruit-juice-market
https://www.grandviewresearch.com/industry-analysis/fruit-vegetable-juice-market
Feature Image by Mohamed Hassan from Pixabay
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