Who Owns Jarritos? The El Paso Company Named on the Trademark Register
Quick Answer: Who Owns Jarritos in 2026?
Jarritos is owned by the privately held Novamex group of El Paso, Texas. The cleanest public proof is the trademark register: the US JARRITOS mark (Reg. No. 1,854,805) is recorded to Jarritos, Incorporated, a Delaware corporation at 500 W. Overland Avenue, Suite 300, El Paso, Texas. uspto.gov The NOVAMEX service mark (Reg. No. 2,348,508) sits with the same company at the same address, which is why "Novamex" and "Jarritos, Inc." are two names for one El Paso business rather than a parent and a subsidiary. uspto.gov
TL;DR – When people ask "who owns Jarritos?" the answer on the register is Jarritos, Inc., trading as Novamex – not Coca‑Cola, PepsiCo, or any global mega‑corporation.
Why the Question "Who Owns Jarritos?" Keeps Popping Up
Confusing labels and distribution deals – Jarritos sits on the same shelves as brands from Coke and Pepsi, leading many to assume it belongs to one of the soda giants.
Family‑run vibe – The bright glass bottles, retro branding, and fruit‑forward flavors feel artisan, so readers wonder whether a big corporation has taken over.
Cross‑brand collaborations – Partnerships with Nike SB, Native, and even Anheuser‑Busch's "Cantaritos Hard Soda" spark curiosity about corporate ties.
Understanding who owns Jarritos clarifies the brand's authenticity, sourcing, and future direction.
A Colorful History: From Don Francisco "El Güero" Hill to Global Icon
1950: The Birth of Jarritos
Founder: Don Francisco "El Güero" Hill. The brand dates itself to 1950 and places its origin in a Mexico City dining room, not Guadalajara, with tamarind and mandarin among the first batches. jarritos.com
A note on the "coffee first" story: it circulates widely, but the company's own history does not make that claim, so we have dropped it rather than repeat it unsourced.
1987: Crossing the Border
Novamex was founded in 1987, in its own words "with its founder's vision to offer its products to families in the United States." The company states that it "owns most brands and distribution rights to the remaining brands in the US through partnerships, and long-term distribution contracts." prnewswire.com
2000s‑2020s: Global Pop Culture Status
Jarritos is now sold in over 45 countries across North America, Europe, Asia, Oceania and the Caribbean. jarritos.com
Collaborations with Nike, streetwear labels, and limited‑edition food launches keep the soda culturally relevant — the Nike SB Dunk Low x Jarritos "Phantom and Malachite" (FD0860‑001) is the best known. nike.com
Key takeaway: No acquisition of the brand by a multinational appears on the US trademark register; the JARRITOS mark has stayed with the El Paso company and was last renewed in August 2024.
Meet Novamex: The Company That Owns Jarritos
| Attribute | Details |
|---|---|
| Trademark owner of record | Jarritos, Incorporated — a Delaware corporation uspto.gov |
| Address on the register | 500 W. Overland Avenue, Suite 300, El Paso, Texas 79901 |
| Novamex founded | 1987 prnewswire.com |
| Ownership | Privately held; no stock ticker and no SEC filings |
| Brands named by the company | Jarritos, Sidral Mundet, Sangría Señorial |
| CEO | Luis Fernandez, named as chief executive officer in Novamex's own announcements prnewswire.com |
The company describes itself as "a leading importer and marketer of Mexican soft drinks and groceries in the U.S.," and says each of Jarritos, Sidral Mundet and Sangría Señorial is "a leader in its category in Mexico and widely recognized by Mexican-American consumers in the US." prnewswire.com
How Novamex Makes Money From Jarritos
- Trademarks – The company holds the US JARRITOS registration itself, so the brand equity is an owned asset rather than a licence. uspto.gov
- Import & distribution – It states that it owns most of its brands outright and holds US distribution rights to the rest through partnerships and long-term contracts.
- Marketing & brand collaborations – Limited‑edition drops such as the Nike SB Dunk Low x Jarritos build demand without giving away equity. nike.com
Corporate Structure & Leadership
Family stewardship: Despite its size, Novamex remains family‑run, a rarity in the beverage world.
CEO Luis Fernandez: named as chief executive officer in Novamex's own announcements, he has driven cross‑category expansion - including the Cantaritos hard soda venture with Anheuser‑Busch. prnewswire.com
Bottom line: the brand sits with an independent, privately held El Paso company, not a corporate offshoot. No public filing discloses how the shares are split among the family; that part is simply not on the record.
Myth‑Busting: Common Misconceptions About Who Owns Jarritos
| Myth | Reality |
|---|---|
| "Coca‑Cola owns Jarritos." | No. The live US JARRITOS registration names Jarritos, Incorporated of El Paso as owner, not any Coca‑Cola entity. uspto.gov |
| "Jarritos was bought by Pepsi." | No. An acquisition would show as an assignment on the trademark register; the mark remains with Jarritos, Incorporated and was renewed in August 2024. |
| "It's publicly traded." | Incorrect. The company is privately held; there is no ticker and no SEC filing. |
| "Ownership changed after the Nike collab." | The Nike SB Dunk partnership was strictly licensing; no equity exchanged hands. |
Distribution & Partnership Highlights
Hard Soda Leap: On 2 November 2022 Novamex announced a partnership with Anheuser‑Busch InBev to launch Cantaritos Hard Sodas in California and Texas the following spring, leaning on Jarritos flavours such as mandarin, pineapple, tamarind and fruit punch. It is a branded partnership, not a sale: no equity changed hands. brewbound.com
International Footprint: Jarritos is sold in over 45 countries across North America, Europe, Asia, Oceania and the Caribbean. jarritos.com
Why Knowing Who Owns Jarritos Matters
- Ingredient transparency – Independent ownership allows Jarritos to continue using real cane sugar instead of high‑fructose corn syrup in U.S. recipes.
- Supply chain ethics – Family control often means faster decision‑making on sustainability, such as lightweight glass initiatives.
- Flavor innovation – Without public‑market pressure, Novamex can test niche flavors like guava or hibiscus without fear of short‑term sales dips.
- Cultural authenticity – Ownership influences marketing tone, safeguarding Jarritos' Mexican heritage.
Frequently Asked Questions About Who Owns Jarritos
Q1. Is Jarritos a Mexican or American company?
Both, in a sense. The soda is Mexican in origin and production, but the entity on the US trademark register - Jarritos, Incorporated - is a Delaware corporation with an El Paso, Texas address. uspto.gov
Q2. Does Coca‑Cola bottle Jarritos?
No. Jarritos works with independent bottlers approved by Novamex.
Q3. Who founded Jarritos?
Don Francisco "El Güero" Hill in 1950.
Q4. Can I buy Novamex stock?
Not currently, because the company is privately held.
Q5. What other brands does the owner of Jarritos manage?
The company names Sidral Mundet and Sangría Señorial alongside Jarritos in its own announcements, and it acquired the drinkable-soup brand Tio Gazpacho outright in December 2018. prnewswire.com
Key Takeaways
- Who owns Jarritos? Jarritos, Incorporated of El Paso, Texas - the company that trades as Novamex - according to the live US trademark registration. uspto.gov
- It is privately held. There is no ticker, no SEC filing, and no public disclosure of how the shares are divided.
- Strategic collaborations - Nike SB, Anheuser‑Busch - grow reach without transferring equity.
For more soda deep‑dives, check out our guides on Who Owns Topo Chico and Who Owns Pepsi—right here on ownswho.com.