SunnyD and Juicy Juice to find new home as Castillo Hermanos makes bold U.S. move

Castillo Hermanos, a Guatemala-based multinational group with a legacy spanning nearly 140 years, is making a decisive move to expand its beverage business in the United States through a definitive agreement to acquire Harvest Hill Beverage Company. This acquisition will bring some of the most recognisable American drink brands—SunnyD, Juicy Juice, and Little HUG—under the Castillo Hermanos umbrella. The deal not only signifies the family-owned company’s ambition to grow its U.S. footprint but also marks a major strategic alignment with private investment firm Centerview Capital, which is contributing significant financial backing as a strategic partner.

The acquisition of Harvest Hill is positioned as a milestone in Castillo Hermanos’ journey to build global beverage brands and strengthen its international consumer product business. With a heritage dating back to 1886, the Guatemalan conglomerate has evolved from its local brewing roots into a regional powerhouse with products distributed across more than 35 countries. It owns major Central American consumer brands such as Gallo Beer (marketed as Famosa Beer in the U.S.), Del Frutal juices, and Raptor Energy Drink, and it is also the region’s leading cereal producer.

By integrating Harvest Hill’s established U.S. beverage platform, Castillo Hermanos is setting the foundation for scalable growth in North America, targeting both retail and foodservice segments with a broader beverage offering and leveraging an experienced U.S.-based management team.

What does the acquisition mean for the U.S. beverage industry?

The acquisition could signal increased competitive activity within the juice and beverage segment, particularly among kid-friendly and family-oriented drink brands. Harvest Hill brings with it a diversified portfolio, well-developed manufacturing infrastructure, and deep relationships with major retailers across the grocery, mass retail, and foodservice sectors.

Harvest Hill was originally formed in 2014 when Brynwood Partners VII acquired the Juicy Juice brand from Nestlé USA, Inc., reviving an iconic name in the children’s 100% juice category. Over time, the company significantly expanded its product base through a series of strategic acquisitions. In 2015, it acquired American Beverage Corporation (ABC), which included the Little HUG juice and Daily’s Cocktails brands. In 2016, it added the Nutrament energy drink from Nestlé HealthCare Nutrition, and in 2017, Sunny Delight Beverages Co.—famed for its SunnyD brand—was merged into the business.

Today, Harvest Hill is headquartered in Stamford, Connecticut, and operates six manufacturing facilities across the U.S., enabling it to maintain a robust nationwide supply chain. This infrastructure will now serve as a launchpad for Castillo Hermanos to extend its own brands—particularly from its Maravilla business unit—into the U.S. market, while also introducing new product innovations and private label offerings.

How will Castillo Hermanos and Centerview Capital drive value through the deal?

From a strategic standpoint, the acquisition is not just about adding brands; it’s about operational synergy and supply chain optimisation. Roberto Lara, CEO of Castillo Hermanos, described the deal as a pivotal step in the company’s international strategy, citing the alignment of both businesses’ values—such as consumer centricity and innovation—as a strong foundation for collaboration.

Importantly, Centerview Capital’s involvement as a strategic partner is expected to further amplify the impact of the acquisition. The investment firm, co-founded by former Gillette CEO Jim Kilts, brings extensive consumer goods expertise and will provide additional capital and strategic direction. Kilts noted that both Castillo Hermanos and Harvest Hill have proven track records in acquiring and integrating businesses successfully, and that Centerview’s investment underscores the growth potential of the combined entity.

Castillo Hermanos plans to leverage Harvest Hill’s extensive U.S. distribution network, longstanding customer relationships, and production capabilities to reduce costs and broaden its product reach. By localising manufacturing, the company may significantly cut import expenses and expand its margins while meeting demand more efficiently.

What brands are included in the Harvest Hill portfolio, and how do they fit into Castillo Hermanos’ strategy?

Harvest Hill’s strength lies in its iconic and widely distributed brands. SunnyD is a staple in the U.S. chilled juice drinks category and has maintained consumer loyalty since its launch in 1963. Juicy Juice remains the leading 100% juice brand targeting children in the U.S., while Little HUG appeals to the single-serve market for kids. These brands offer Castillo Hermanos a valuable entry point into a diverse set of consumer segments, from families with young children to adult consumers seeking convenient cocktail mixers through the Daily’s Cocktails brand.

In addition to these flagship offerings, the company markets Fruit2O, Guzzler, Big Burst, and Veryfine, further diversifying its consumer reach. The presence of these brands in both traditional and modern trade outlets gives Castillo Hermanos an immediate boost in visibility across mass-market channels.

The Maravilla business unit—home to Castillo Hermanos’ juices and functional beverages in Latin America—could be integrated into Harvest Hill’s operations for cross-market synergy. The potential for co-manufacturing and private label production is also a significant lever, particularly as demand grows for store-branded and value-oriented beverages.

What are the implications for employees and ongoing operations?

In an increasingly volatile labor market, both companies have committed to prioritising workforce stability and talent retention. All of Harvest Hill’s more than 1,000 employees, including its leadership team, are expected to transition to Castillo Hermanos following the close of the deal. This emphasis on continuity is likely to minimise operational disruption while ensuring that institutional knowledge and customer relationships remain intact.

With Castillo Hermanos already employing over 20,000 people globally, the integration of the Harvest Hill team will further expand its human capital base, especially in the U.S.—a market of strategic importance.

What’s next for Castillo Hermanos and the global beverage market?

While the financial terms of the transaction have not been publicly disclosed, the acquisition is subject to customary regulatory approvals and closing conditions. Financial advisory for Castillo Hermanos is being handled by Citi, which is also the lead arranger and bookrunner for the acquisition financing, while legal counsel is being provided by Skadden, Arps, Slate, Meagher & Flom LLP.

The acquisition positions Castillo Hermanos to become a more formidable global competitor in both the juice and ready-to-drink segments. As consumers shift toward beverages that combine flavour, convenience, and wellness, companies with diversified portfolios and flexible manufacturing capabilities are better equipped to respond to evolving trends.

This deal also reflects broader consolidation trends in the food and beverage industry, where regional players with strong brand equity are being pursued by global groups seeking scale, cost efficiency, and access to new markets. For Castillo Hermanos, acquiring Harvest Hill is a logical next step in realising its ambition to grow beyond Latin America and cultivate a multinational identity rooted in local expertise and global execution.

As Castillo Hermanos enters a new chapter in its growth story, the integration of Harvest Hill offers both challenges and opportunities. But with the backing of Centerview Capital, the strength of iconic American brands, and a commitment to operational excellence, the company appears well-positioned to reshape the competitive landscape of the U.S. beverage market.