Tag: Redbud Brands

Picadas releases new variety pack with brand new flavor

The ready to drink Mexican beverage has been rapidly growing as it approaches its first year in the U.S. market. Photo: Picadas, used with permission.

Picadas, the first Mexican hard agua fresca, released a new variety pack of 12 cans with four different flavors, including a brand-new flavor, Piña (pineapple), which is found exclusively in the variety pack. The original flavors—Limonada, Mango and Guava—are included in the pack. Made from a family recipe, Picadas combines real fruit juice with alcohol from cane sugar to create a hard agua fresca that embodies the bold, authentic flavors of Mexico. (Picadas, 2023)

The Mexican ready-to-drink beverage was released in the United States in January 2023 to 200 H-E-B stores across Texas and, since then, has seen rapid growth. Picadas is now available at all H-E-B stores and has added multiple other retailers in Texas, including Buc-ee’s, Quick Trip in North Texas, and Total Wine.

Picadas was founded in Monterrey, Mexico, in 2021 by Hugo Martinez, a local who –– like everyone in Mexico –– grew up enjoying homemade aguas frescas with his family. Martinez was pursuing an MBA at Stanford when he became captivated by the ready-to-drink cocktail craze. Martinez began selling Picadas at mercados and local farmers’ markets in Monterrey. As the drink gained popularity and word began to spread around the country, Martinez formed strategic partnerships that got Picadas into stores like Vinoteca, H-E-B, Soriana, Chedraui, and other Mexican chains. Martinez partnered with Austin-based Redbud Brands to expand Picadas to its first U.S. market.

“I’m incredibly proud to see how Picadas has resonated with consumers. Based on the success of six-packs, we knew it was time to expand into the variety 12-pack. It is a testament to the strong appeal for Mexican products, embraced not only by Mexicans but by everyone in the U.S. We are thrilled to launch this new Piña flavor and variety pack to continue to offer more unique, authentic Mexican flavors to our customers.” – Hugo Martinez, founder of Picadas.

Picadas blends the juice in small batches, allowing it to retain a bold, fruit-forward flavor, with no need for artificial additives. The mixture is then sweetened with agave, and cane sugar alcohol is added. Every 12-ounce can contains 130 calories and 4.5% alcohol by volume. In addition to the newly released variety 12-pack, six-packs of individual flavors are available at all retail stores. Each pack is accompanied by an Individually portioned packet of spicy chili salt to place on the rim and enjoy with each sip. Six-packs retail for $10.99, and variety packs retail for $19.99.

Picadas is a ready-to-drink, hard Mexican agua fresca made with real fruit. The name Picadas comes from the word “piquete,” the Spanish slang for “spiked.” A packet of chili lime salt accompanies every pack of Picadas to enjoy on the rim in classic Mexican style. Picadas aims to showcase the vibrancy of Mexico with four distinctive flavors: Mango, Limonada, Guava, and Piña. Founded by Stanford Business School graduate Hugo Martinez, Picadas is the culmination of his quest for a drink that faithfully re-creates the taste he grew up with in Mexico.

Mexican made hard aguas frescas now available at H-E-B

Picadas is the first Mexican made hard aguas frescas and is available in over 200 H-E-B locations throughout Texas. Photo: Picadas, used with permission.

Picadas, the first Mexican hard agua fresca, is now available in 200 H-E-B stores across Texas. Made from a family recipe, Picadas combines real fruit juice with alcohol from cane sugar to create a hard agua fresca that embodies the bold, authentic flavors of Mexico. (Picadas, 2023)

Picadas was founded in Monterrey, Mexico in 2021 by Hugo Martinez, a local who –– like everyone in Mexico –– grew up enjoying homemade aguas frescas with his family. Martinez was pursuing an MBA at Stanford when he became captivated by the ready-to-drink cocktail craze.

“The popularity of hard seltzers was skyrocketing, but I quickly realized that they didn’t have the same flavors I was used to. I craved the agua fresca flavors I grew up with – limonada, guava, and mango – that none of the American ready-to-drink options really captured. I realized there was a gap in the market that only a Mexican-made hard agua fresca could fill, because Mexicans never sacrifice flavor. The idea for Picadas was born.” – Hugo Martinez, founder of Picadas.

Following graduation, Martinez returned to his hometown of Monterrey, Mexico and got to work brewing his first batch using a recipe he learned from his grandmother. Martinez spent several weeks recreating the recipe with different Mexican fruits, fruit juices, and types of alcohol. He shared his creations with friends and family, tweaking his ingredients, and methods to incorporate their feedback and indulge their taste buds. The overwhelming response was “más sabor” and “escarcharlo,” — more flavor, and a spicy chile rim to create contrast and depth. In November of 2021, he launched the first batch of Picadas in Monterrey.

The brand’s creative name comes from the term “con piquete,” colloquial Mexican slang meaning “spiked” or “with alcohol.” Hence, aguas frescas with “piquete” would then be called aguas “Picadas” and while it is not a term often used, Martinez hopes that soon “aguas picadas” will be commonly used in the U.S. when referencing hard agua frescas.

Martinez began selling Picadas at mercados and local farmers markets in Monterrey. As the drink gained popularity and word of it began to spread around the country, Martinez formed strategic partnerships that got Picadas into stores like Vinoteca, H-E-B, Soriana, Chedraui, and other Mexican chains. Now, Martinez has partnered with Austin-based Redbud Brands to expand Picadas to its first US market, Texas.

Picadas is available in three flavors — limonada, mango, and guava — and all are made with a base of real fruit juice (unlike hard seltzers, which use a base of water). Martinez insisted on using tart key limes for the limonada because “that’s how Mexican limonadas are prepared,” sweet yellow mangos “because those are the mangos we eat in Mexico and floral Mexican guavas to set Picadas apart in the RTD category.

Picadas blends its juice in small batches, allowing it to retain a bold, fruit-forward flavor, with no need for artificial additives. The mixture is then sweetened with agave, and cane sugar alcohol is added to make it “piquete.” Every 12-ounce can contains 130 calories and 4.5% alc/vol. Each can is accompanied by an individually portioned packet of spicy chili salt to place on the rim and enjoy with each sip. Six-packs retail for $10.99 at H-E-Bs throughout the Lone Star State. As the first hard agua fresca to be distributed in Texas, Picadas is positioned to lead the ready-to-drink market in a new direction.

Picadas loves to have fun, and this belief is made apparent by the brand’s unique packaging. Cartoon-style artwork in eye-catching colors is featured on the boxes and cans, making Picadas an attractive addition to store shelves. The packaging design is also meant to encourage consumers to enjoy every sip, and not take things too seriously.