How I Helped Topo Chico Become a Sparkling Water Sensation in the U.S.

When I was managing the social media strategy for Topo Chico, the brand’s appeal was built on its authenticity. Crisp, bubbly, and with no alcohol, Topo Chico quickly became a trendsetter in the sparkling water market.

Sourced directly from Monterrey, Mexico, Topo Chico had already been bottled for over 120 years when I took on the U.S. strategy. While it wasn’t new, its reputation was gaining renewed attention, decades after its initial introduction to the U.S. market.

One of the key selling points I leaned into was the brand’s refreshing, calorie-free simplicity, coupled with affordability. You could find 12-packs for $9.99 at places like Honey Bee Market in Detroit, which was a great deal for a premium imported product. And let’s face it, Topo Chico wasn’t just refreshing—it was cool.

The vintage logo, iconic yellow bottle cap, and clean glass bottle design made it stand out in a world dominated by over-marketed, heavily branded products. The fact that Topo Chico felt like a “discovered” product, not one force-fed to consumers through ad campaigns, became a cornerstone of our grassroots marketing strategy. It gave people the sense that choosing Topo Chico was their own decision, a unique and authentic one.

Retailers were feeling the impact. At Honey Bee, employee Miguel Rios told me how quickly the single glass bottles were flying off the shelves, forcing them to stock 12-pack cases and 1.5-liter bottles to meet demand. “It’s booming,” he said. “It’s popular as a mixer, especially with lime. Overall, it’s just a very popular drink.”

Even with a small marketing team and an advertising budget that barely existed, the brand was thriving. We achieved double-digit growth in the U.S., which was remarkable considering the long-standing stereotype of not drinking water from Mexico. Yet, here was Topo Chico—mineral water straight from Monterrey—winning hearts across the country.

In my role, I focused heavily on the communities and lifestyle choices that naturally aligned with the brand. Mixology, in particular, became a central theme. Topo Chico’s perfect balance of minerals and carbonation made it a favorite among bartenders and cocktail enthusiasts.

Our website featured cocktail recipes like the Texas Grapefruit Kicker—Deep Eddy Ruby Red Vodka, Topo Chico, and a splash of lime—highlighting how Topo Chico could elevate any drink. It was the product’s versatility that made it such a hit behind the bar. Bartenders like Michael Finsilver, who hosted pop-up events and worked at places like Mudgie’s in Detroit, couldn’t get enough of it, using it as a mixer in their craft cocktails.

That blend of heritage, authenticity, and grassroots engagement is what fueled Topo Chico’s success, proving that sometimes the simplest approach can be the most effective.

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I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. With over 20 years of experience, I’ve shaped captivating narratives and driven digital engagement for leading food & beverage and outdoor lifestyle brands. My expertise lies in blending traditional storytelling with digital innovation to create compelling content that resonates deeply with audiences and fosters strong online communities.