Article courtesy of Grupo AJE
Grupo AJE, a multinational corporation of Peruvian origin, continues to consolidate its international expansion through a strategy that combines innovation, accessibility, and adaptation to diverse markets.
With operations in more than 20 countries and a presence across four continents, the company has evolved its portfolio to respond to new consumer dynamics, keeping consumer proximity and the ability to scale proposals across different markets as its central focus.
United States: A Key Market for Growth
In this new phase of expansion, the United States stands as a strategic market. The company has a presence in the country through its brands VOLT, AMAYU, and DILYTE, which it seeks to use to consolidate its positioning in a highly competitive environment.
The approach combines portfolio innovation with the strengthening of distribution through partnerships with partners who have broad coverage and deep knowledge of local consumers. This strategy allows for rapid scaling and gaining relevance across various channels, from retail to specialized formats.
“We are seeing a clear transformation in consumer preferences. Our focus is to understand those needs and respond with relevant, accessible, and market-tailored proposals.”
– Jesús López, Global Expansion Manager at Grupo AJE.
Global Brands with Diversified Regional Presence
Grupo AJE’s growth is supported by the international deployment of its brands, each with a defined strategy.
VOLT, one of its most widely expanded brands, has a presence in more than 18 countries, including Mexico, Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica, Panama, Colombia, Ecuador, Peru, Bolivia, Venezuela, Nigeria, Cameroon, Egypt, India, Vietnam, and Thailand, in addition to the United States.
Dilyte has consolidated its presence in the Americas and other strategic markets, reaching 13 countries by 2026. AMAYU, for its part, is present in Peru, Central America, and the United States, strengthening its positioning in markets that value proposals linked to natural origin and sustainability.
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A Strategy That Combines Innovation and Global Expansion
Grupo AJE’s ability to operate across diverse geographies is based on a flexible model that prioritizes a deep understanding of each market.
This has allowed it to compete successfully in both emerging economies and developed markets. The company is committed to a combination of continuous innovation and a robust distribution network — key elements for sustaining its global growth.
A Growth Story from Peru to the World
The story of Grupo AJE began more than three decades ago in Ayacucho, Peru, as a family venture with the vision of offering affordable beverages to more people. Over time, the company expanded into various international markets, maintaining a value proposition centered on quality products as the foundation of its growth.
The entrepreneurial culture and values of its founders — such as passion, boldness, and the capacity to innovate — have been key factors in its development and international expansion.
One of the most important milestones in its history was the decision to expand beyond the local market, which allowed it to gain experience in diverse contexts and consolidate a flexible operation, close to the consumer and prepared to compete globally.
The company’s strategy continues its expansion in a landscape where innovation and adaptability set the course.