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Article: The Mexicola generation?
- Article from:
- Revista Latin Trade
- Article date:
- August 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Freedom Magazines, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A SMALL BUT ENTHUSIASTIC GROUP OF entrepreneurs in southern California wants to launch a carbonated soft drink to quench the thirst of the largest Hispanic group in the United States--Mexicans. It's called Mexicola, a cola drink describe as being "a little sweeter than Coca-Cola."
Led by Ramon Siqueiros III, a descendant of the famous Mexican muralist David Alfaro Siqueiros, the group wants a piece of the lucrative US$52 billion U.S. soft drink market. Siqueiros projects that Mexicola could generate $15 million in revenues within 18 months, but he adds, "We are not trying to compete with Pepsi or Coke; they are way too big for us."
The Mexican cola has ...