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US: The Coca-Cola Co's Del Valle becomes US$1bn brand

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The De Valle juice brand has become The Coca-Cola Co's 15th US$1bn global brand.

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Since the acquisition of the brand in 2007, retail sales of Del Valle have more than doubled from around US$500m as its distribution expanded, Coca-Cola said today (21 April). The Latin American brand is available in 15 countries including Mexico, Brazil, Spain and the US.

Further expansion is planned in coming years, Coca-Cola said.

"The business model we are using for Del Valle has been key in igniting our bottlers engagement with the brand's growth," said Coca-Cola Latin America's president, José Octavio Reyes.

Del Valle is the fourth brand within Coca-Cola's juice and juice drink portfolio to reach $1bn in retail sales, joining Minute Maid, Simply and Minute Maid Pulpy.


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