IMG Takes on Jarritos

IMG Licensing, a division of IMG Worldwide, has signed on to expand Novamex’s beverage brand Jarritos into new licensing retail categories.

The soft drink brand, which was first introduced in Mexico in 1950 and entered the U.S. market in the ’80s, is known for its distinct glass bottle and tag line–“We’re not from here.”

IMG Licensing plans to pursue opportunities in a range of new categories including apparel, accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products. 

“Jarritos is an iconic beverage in Mexico and one of the hottest niche beverages in the U.S. The brand is well positioned to move into new licensing areas, as it continues to grow in popularity with consumers across all demographics,” says Daniel Siegel, vice president, IMG Licensing. “Once the licensing community sees the breadth and depth of the contemporary and retro assets Jarritos has to offer, we are confident we will build a licensing program befitting this brand that has been loved for generations.”