AJE GROUP is a Peruvian multinational drinks company with 10,000 employees and operating across LATAM and the emerging markets of the global south including Mexico, Indonesia, Thailand, Laos, Cambodia, Vietnam, India, Egypt and Nigeria. AJE GROUP has a large portfolio of brands in many drink categories including soft drinks, juices, energy drinks, beers and waters. In some markets their main brand BIG COLA enjoys a leadership position over giant Coca Cola.


De Santis® worked with AJE GROUP to develop a long term strategic vision for the company, a new brand portfolio strategy and a new business model and brand to attack the hugely lucrative healthy drinks category. Our new strategy creates a renewed leadership position for their main brand ‘BIG’ and generates enormous marketing and distribution synergies across markets and categories. The new ‘BIG’ brand utilises as a symbol the Hummingbird, one of nature’s most incredible wonders, to represent the brand’s commitment to nature and sustainability.

“The team at De Santis® provided us with a clear long term vision and strategy of the future of the drinks industry and the opportunities ahead for the AJE GROUP and its core brands in the healthy drinks sector. They also created for us a new and innovative brand portfolio strategy to leverage our core competences across regions and markets while generating marketing and operational efficiencies for the portfolio.” 
 Said Juan Lizariturry, CEO Aje Group.

“AJE Group is a second generation family business and an amazing business story of entrepreneurship in the highly competitive drinks industry. Now a global player, AJE Group is a market leader in Latam and several emerging markets, fighting and winning against global giants such as Pepsi and Coca Cola as well as local players. What the Añaños Family have achieved from the early days of their start-up in their farm in Ayacucho (Peru) in 1988 is an incredible success story. It has been a pleasure and an honour to work with them on the future vision of their company.” 
 Said Nicolas De Santis, CEO of De Santis.