How do you go from one store in Charlottesville, Virginia, to 12,000+ nationwide with investments from notable names like Kevin Durant and Beyoncé? Just ask Luis Solis, founder of Caribe Juice, a juice company that has taken the bold, vibrant flavors of the Caribbean and brought them to grocery aisles across the U.S.
Through a combination of cultural authenticity, smart business strategy, and a commitment to quality, Caribe Juice has carved out a space in the competitive beverage market—and 2024 has been a banner year, highlighted by the launch of WTRMLN ADE, a recovery-focused spin on the classic WTRMLN WTR, now available at Target, Whole Foods, Stop & Shop, and other major retailers.
Luis Solis founded Caribe Juice in 2014 while earning his MBA at the University of Virginia Darden School of Business. The idea for the company started on a trip to the Dominican Republic with a classmate from his MBA program. Staying with his parents, Luis and his friend were served homemade passion fruit juice—something typical in Dominican culture. His friend’s reaction was priceless; he couldn’t believe how good it tasted. In the Dominican Republic, juice isn’t just a drink—it’s a part of daily life. Wanting to bring that tradition stateside, Luis started small, landing his first account at an independent specialty store near campus called the Feast Market & Cafe.
In 2015, after as the brand started to gain momentum, Luis joined with Union Kitchen's Food Business Accelerator, working with their team on product positioning and a business strategy to scale up operations.
One of the biggest challenges Caribe Juice faced was the nature of the product itself. Most juices use a heat process to extend the shelf life but in doing so, they also reduce the nutritional content and alter the flavor -- the very things that make Caribe juices special in the first place. So, Luis turned to a newer preservation technique called High Pressure Pasteurization (HPP), a process that uses pressure rather than heat to eliminate spoilage organisms. The catch? HPP technology is expensive and limited in access. It is not something available in a tabletop format.
In 2017, after several years of demonstrating demand and strong throughput in the local and regional markets, Luis was able to raise $2 million in funding to build his own manufacturing facility, complete with HPP capabilities.
Because of this investment into their own manufacturing, in 2020, Caribe Juice was able to acquire WTRLMN WTR, a brand known for its star-studded lineup of investors like Beyoncé, Chris Paul, and Kevin Durant and cold-pressed juices. This acquisition allowed Luis and his team to tap into WTRLMN WTR's existing sales relationships and accelerate Caribe Juice’s own expansion in U.S. markets.
In 2024, Luis and the Caribe Juice team took things to the next level with the launch of WTRMLN ADE, a recovery-focused spin on the original line of WTRMLN WTR. With placement in major retailers like Target, Whole Foods, and Stop & Shop, the product quickly found its market fit, outperforming competitors and achieving double-digit velocity growth in its first year on shelves. Caribe Juice also saw sustained momentum in accounts like Walmart, Whole Foods, and Target, reinforcing its place as a leader in the fresh juice space.
Caribe Juice’s growth from a single store in Charlottesville to a nationwide brand is a direct result of strategic decision-making and investment in manufacturing. By controlling production with HPP technology, Luis Solis and his team maintained product quality while scaling efficiently. The acquisition of WTRMLN WTR provided access to established sales channels, accelerating growth. The successful launch of WTRMLN ADE in major retailers like Target and Whole Foods underscores the company’s ability to execute and expand in a competitive market. With a clear focus on operations and market fit, Caribe Juice continues to strengthen its position in the fresh juice industry.
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