In the midst of a pandemic, when uncertainty was the prevailing sentiment, Pablo Murillo found solace in his Mexican heritage and a desire to create something meaningful. Furloughed from his job, he began making healthier versions of aguas frescas for his daughter, Zoey, connecting with their cultural roots one refreshing sip at a time. Little did he know that this simple act would ignite a passion that would change his life and captivate a city.
Enter Morris Ellis, a creative guru who shared Pablo's vision of a health-conscious brand that would infuse positivity into people's lives. In the humble setting of Pablo's garage, they forged a partnership that would give birth to Aguas Locas. Armed with a napkin drawing of a skeleton character and a shared dream, they embarked on an extraordinary journey.
From the moment Aguas Locas hit the scene in July of 2020, it was evident that they were onto something special. Pre-orders sold out within days, creating a frenzy that only intensified in the weeks that followed. The "familia" was born, a tight-knit community of devoted followers who recognized the brand's authenticity and embraced its mission. Aguas Locas seized this momentum, organizing pop-up events that not only showcased their flavorful creations but also supported organizations dedicated to addressing immigration and poverty-related issues. Giving back became a fundamental part of their identity.
The buzz surrounding Aguas Locas soon reached the ears of acclaimed artists and influential celebrities. Collaborations with the likes of YG and Rihanna's Savage Fenty clothing line propelled the brand into the limelight, expanding its reach and solidifying its place among the industry's elite. Aguas Locas found itself gracing prestigious events, including the largest New Year's Eve celebration on the West Coast, and making its mark in the iconic Times Square. Media outlets such as LA Taco, Santa Monica Daily Press, and Voyage LA were captivated by their inspiring story, shedding light on the brand's meteoric rise. The city of Los Angeles itself recognized the impact of Aguas Locas, bestowing upon them a certificate of recognition. Partnerships with renowned brands like PayPal and Kids of Immigrants followed suit, amplifying their influence and reach. And to top it all off, Aguas Locas shared their inspiring journey on the airwaves of the Ryan Seacrest morning show, KISS 102-7, in a segment fittingly named "Hometown Hustlers."
Aguas Locas is more than just a beverage brand; it is a testament to resilience, creativity, and the indomitable power of community. From its humble origins in a garage, the brand has blossomed into a force to be reckoned with, inspiring and quenching not just the physical thirst but also the yearnings of the heart and soul. Join the familia and embark on an unforgettable journey filled with vibrant flavors and unwavering passion. Aguas Locas is here to revolutionize the way we experience refreshment, one sip at a time.
#CulturaInACan
