2026 rank
Jarritos, rank 37
- Rival 50 Score
- 3.54
- Differentiation
- 4.0
- Relevance
- 4.0
- Talkability
- 4.41
About Jarritos
Jarritos is a Mexican glass-bottled soda brand founded in 1950. It presents itself as ‘flavored by culture’ and ‘the official drink of tacos.'
Why it’s a challenger
Big soda brands sell culturally neutral refreshment designed to appeal to everyone equally. Jarritos refuses to dilute its Mexican identity, wearing its authenticity as a badge and partnering with streetwear, sneaker and art brands instead of following typical beverage co-marketing. In May 2023 its collaboration with Nike produced a Jarritos-inspired Dunk.
This brand is in the Rival 50 2026 list. The report’s deep dives cover 14 of the top 20.
Reviewers’ view
Reviewers credited Jarritos with its “official drink of tacos” positioning and a string of partnerships, spanning a lowrider collab, an AFM fashion week collab and work with Hornitos.