Over the past three years, there’s been an explosion of new agua fresca brands, coming from all corners of the beverage industry, from entrepreneurial startups like Bawi and TUYYO, to strategics like Coke and BlueTriton, and quick-serves like Taco Bell. And that’s only the non-alcoholic side. They aren’t stuck in ethnic markets or natural/specialty, either, as they’re starting to win more shelf space in conventional retail, as well. While it’s still early days for the RTD category, startup founders like Agua Bonita’s Kayla Castañeda have felt the lift – that brand went from just 200 doors 18 months ago to over 2,000 today. While the influx of strategics into the category raises concerns around authenticity and equity for Hispanic and Latino founders who are launching agua fresca brands from a place of cultural heritage, there’s little doubt that the big brands’ interest in the space is aiding in education efforts and pushing retail buyers to more readily consider the category. And that’s attracting a wider base of consumers than in years past, founders say. “I think now there's definitely a bigger demographic that is searching for agua frescas,” Castañeda told BevNET. The aguas frescas innovation wave is also being felt heavily in alcohol, with Modelo, Mike’s Hard Lemonade, Calidad, Coron, Topo Chico and independent brand Picadas all introducing spiked versions of the beverage. Mark Gallo, senior manager of commercial services at co-packer Manna Beverages & Ventures, said the parallel growth is a great sign for the category’s potential with mainstream consumers. “I think the category is just ready for prime time. If stuff is in alc and in non-alc, it's ready to reach the masses,” Gallo said. “If it's focused on one – non-alc or alc – it's probably in its infancy.” Where the category goes from here is TBD, but entrepreneurial brands are finding that their biggest challenges are less around teaching Americans what their product is, and more around that old hurdle of financing and strategy – while elevating culturally authentic brands – as the giants pave a path for agua fresca in retail. For more on the rising agua fresca space, read our full story on BevNET. | 
