Mineragua, an underdog in the sparkling water industry, is confidently asserting its presence against beverage giants like Coca-Cola and Nestlé. Despite facing tough competition from brands like Topo Chico and San Pellegrino, Mineragua has found a unique space in the market by catering to consumers seeking better-for-you options with a touch of fizz.
Introduced in 1997 by Texas-based beverage maker Novamex, Mineragua underwent a rebranding in 2021, shifting from the club soda association to the trendier sparkling water category. Novamex, known for other beverages like Jarritos flavored soda and Sangría Señorial, has gradually refreshed Mineragua’s packaging and simplified its ingredients list to prioritize minerals and carbonation.
While Mineragua currently offers only one SKU and has considered flavored extensions, the company’s focus is on expanding distribution and reaching a broader customer base beyond its core Hispanic audience. Efrain Mendoza, a brand manager at Novamex, acknowledges customer requests for flavored options but emphasizes the importance of strengthening consumer engagement before diversifying the brand.
In contrast to Mineragua’s measured growth strategy, its competitor Topo Chico, acquired by Coca-Cola in 2017, has aggressively expanded its distribution and product line, reaching into premium sparkling waters and even venturing into the alcohol market through a partnership with Molson Coors.
Despite its size, Mineragua holds a notable position in the nonflavored seltzer/sparkling/mineral category, ranking as the sixth best-selling branded item. According to Circana data, Mineragua’s sales surged by 30% to $30.4 million in the 52 weeks ending on June 18. Mendoza estimates a 5% market share in the sparkling water category, with annual case sales nearly doubling in 2022 from three years prior.
Mineragua leverages its ties with Hispanic consumers and distinguishes itself by having higher CO2 levels and avoiding water from natural sources like springs, unlike some competitors. The brand is making strides in mainstream retailers, gaining shelf space alongside other sparkling water brands at Target, Whole Foods, Sprouts, and Kroger.
To enhance its visibility, Mineragua is actively providing more samples for consumers to try and sponsoring events such as beach volleyball tournaments and road bike races. The brand is also utilizing marketing strategies like adorning an RV with its logo for taste testing and advertising efforts.
Efrain Mendoza acknowledges the role of competing brands like Topo Chico, Perrier, and San Pellegrino in boosting the sparkling water category’s popularity. He sees sparkling water taking center stage as consumers increasingly opt for cleaner-labeled beverages while retaining the effervescence they enjoy in carbonated drinks.