Peru’s AJE Group looks to capture 11 percent of Mexico’s soft drink market


By Mario Sandoval

AJE Group products
AJE products, shown here, take on Coca Cola and PepsiCo in Mexico.

Ajemex, maker of Big Cola in Mexico and subsidiary of the Peruvian family business AJE Group, aims to increase its market share in the Mexican soft drinks market from 7.5 percent to 11 percent by 2015, reported

In an interview, José Luis Ramírez, Ajemex CEO, said that in addition to its traditional price-value formula, the company now aims to strengthen its preference among customers and to reach higher income segments of population in Mexico. “We want to obtain the Mexican consumer’s preference with a strong customer approach and build our brand with a different perspective,” Ramírez said.

Aje’s Big Cola competes against Coca Cola and Pepsi in Mexico, the country with the highest per-capita soft drink consumption in the world.

AJE recently signed an exclusive one year sponsorship of Barcelona Football Club, the world’s most successful soccer club last year. The company also launched a new tea drink in Mexico, Cooltea, and plans deveoping new consumer and health products.