La generación de Mexicola.
Author | Ruiz-Velasco, Laura Mar |
Un grupo pequeño pero entusiasta de empresarios del sur de California quiere lanzar una bebida carbonatada para calmar la sed del mayor grupo hispano de Estados Unidos: los mexicanos. Se llama Mexicola y es "ligeramente más dulce que la Coca-Cola".
El grupo, dirigido por Ramón Siqueiros III, descendiente del famoso muralista mexicano David Alfaro Siqueiros, quiere una parte del lucrativo mercado norteamericano de los refrescos, que mueve US$52.000 millones al año. Siqueiros calcula que Mexicola podría generar US$15 millones en ingresos en 18 meses, pero agrega: "No tratamos de competir con Pepsi o con Coca-Cola, porque son demasiado grandes para nosotros".
El refresco mexicano lleva años en el mercado, desde que una familia de Fresno, California, registró la fórmula y el nombre Mexicola. La familia vendía el refresco en una lata negra con el águila de la bandera de México. Pero la reñida competencia y problemas con el envasado hicieron que el negocio se vendiera a otra familia, la cual, con el nombre de 3T Capital, vendió un promedio de 100.000 cajas de 24 latas...
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