LOS ANGELES — IMG Licensing, a division of global sports, fashion and media company IMG Worldwide, announced today that it has signed an agreement with Novamex to expand its popular beverage brand, Jarritos, into new licensing retail categories.
IMG Licensing will pursue new business opportunities, including apparel and accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products.
Started in 1950 in Mexico, and introduced in the US market in the 1980s, Jarritos has over recent years significantly increased its name recognition with Hispanics and non-Hispanics with its distinct glass bottle, unique flavors and the “We’re not from here” tag line.
David Flynn, Marketing Director of Novamex, said, “We are excited to partner with IMG Licensing, the largest licensing agency in the world, to expand our beloved Jarritos brand into products inspired by the Jarritos spirit, wit, and cultural relevance.”
“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,” said Daniel Siegel, Vice President of IMG Licensing.
Siegel added, “Once the licensing community sees the breadth and depth of 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.”
About IMG Licensing
IMG is the premier brand licensing company in the world with properties that represent more than $8 billion in global retail sales. With more than 50 years of experience, IMG Licensing, a division of global sports, fashion, and media leader IMG Worldwide, provides unparalleled licensing resources and services to build and market existing and emerging brands. IMG Licensing currently represents some of the top global sports, entertainment, and lifestyle brands in the world. IMG has been ranked the No. 1 Licensing Agency by License! Global Magazine in its annual Top 20 ranking since 2009. More information is available at img.com.
Novamex markets a variety of Mexican food and beverage brands. Each brand is a leader in its category in Mexico, and is recognized by Mexican-American consumers in the US. Novamex holds the exclusive rights of distribution of these brands in the US through related companies, partnerships, and long-term distribution contracts. The company was founded in 1987 with the vision of its founders of “being at the right place and at the right time” in order to offer its products to Hispanic families, who represent the highest population growth rate in the United States. This success is due to a wide knowledge of its Mexican-American consumers and a philosophy of investing in brands for the long-term through a fully integrated marketing strategy.