Mexican Jarritos Soft Drink Poster 1950s “Orgullasamente Mexicanos” AP308

Despite the damage it has suffered, (being folded, torn, a missing corner) this chromolithograph on board still stands out with its beautifully modeled children and strong clean design bearing the motto in Spanish, “Proudly Mexicans”. An absolute charmer that can claim a place on any wall. It is the work of the famous Mexican poster artist Aurora Gil.

Aurora Gil was born in Spain and arrived in Mexico in the early 1950’s. She started working in 1954 for Galas de Mexico, a major calendar manufacturer and was one of only four women working for this firm. She later taught and produced portraits in Mexico City.

Jarritos (English: “Little Jars”) is a popular brand of soft drink in Mexico. Jarritos was started by Don Francisco “El Güero” Hill in 1950. Jarritos is made in fruit flavors and is more carbonated than popular soft drinks made in the United States or Canada. Many Jarritos varieties are naturally flavored. The word “jarrito” means “jug” in Spanish and refers to the Mexican tradition of drinking water and other drinks in clay pottery jugs.

Jarritos broke with Mexican soft drink standards by offering a larger 400 ml bottle with a coffee-flavored drink. Shortly after launching the first Jarritos in Mexico City, Francisco Hill developed a process to remove tamarind juice extract to create the first tamarind-flavored soft drink in Mexico: Jarritos Tamarindo. Hill quickly followed with Mandarin, Lemon, and Fruit Punch flavors gaining greater market share and becoming the national soft drink of Mexico. In 10 years, Jarritos became available in 80 percent of Mexico. In 1989, the first importation of Jarritos to retail stores in the U.S. began. By 1997, Jarritos became the most popular soft drink in the U.S. among Latino consumers. The 2009 edition of the book Mexico Greatest Brands confirms that each minute 6000 bottles of Jarritos are introduced to the United States.

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