Grupo Novaliv was born over a decade ago as a fully Monterrey-based company, founded in 2014 by Ernesto Villarreal Jauregui and his father (Ernesto A. Villarreal Garza). Today, together with his brother Emilio Villarreal Jauregui, they lead a project that has grown from filling bottles in a small room in 2014 to leading the production of Vitawa, OXXO’s private-label alkaline water. This growth has not been accidental. From the beginning, Novaliv focused on innovation and on building a team that combines youth and experience. Part of its success comes from having experts such as Eng. Román Lozano and Eng. Norma Sánchez, both with over three decades of experience in the industry, who, after retirement, found in Novaliv a new opportunity to remain professionally active and contribute everything they have learned throughout their careers. “There are no age limits when it comes to sharing knowledge and experience,” says Ernesto.
From an Idea to a National Product
The story of Vitawa began when Ernesto discovered the benefits of alkaline water during an exchange program in Australia in 2013. Upon returning to Mexico, he turned that inspiration into a business venture. What started as a thesis at Tecnológico de Monterrey became an innovative proposal: offering high-quality alkaline water at an affordable price for the mass market. In 2016, Novaliv began distribution in OXXO stores with its own brand, starting at the Mexicali distribution center. Shortly after, OXXO recognized the potential of this category and, in 2017, proposed the development of a private-label brand: Vitawa. In 2019, this joint effort was recognized with a RAC award for private-label innovation. It was the first of several achievements that strengthened the partnership between both organizations.
Constant Innovation, Mutual Support
Rapid growth brought major challenges: expanding production, improving logistics, and maintaining quality. Thanks to coordinated work with OXXO’s Private Label team, Novaliv was able to professionalize its operations, enhance distribution, and increase in-store visibility through POP materials. “The support was evident in the trust, guidance, and communication,” Ernesto highlights. Over time, OXXO and Novaliv have built a relationship where all departments work in alignment to launch new products, overcome crises (such as the pandemic and drought), and ensure continuous supply.
Sustainability and World-Class Industry
This story is also marked by bold decisions. During the 2020 pandemic, Novaliv achieved FSSC 22000 certification while maintaining operations without shutting down for a single day. At the same time, it invested in a blow molding machine to ensure independence in bottle production. In 2023–2024, they took another step forward: installing 685 solar panels and acquiring a world-class automated Sidel combi production line, aiming to move toward a more sustainable future through initiatives such as incorporating rPET into bottles, among others, including the development of new products like flavored water, soon to be launched. This commitment to sustainability has positioned Vitawa as one of the most advanced waters in the country in terms of safety, efficiency, and environmental responsibility.
Inspiration for What’s Next
Ernesto states that Novaliv’s motivation comes from his family, his team, and the collaboration with OXXO. “We know that private label in Mexico is on the rise, and we want to continue being part of that story. The goal is clear: grow responsibly, innovate with purpose, and always offer the best possible product at the best price.” The story of Novaliv is also a story of OXXO—a story of trust, commitment, and a shared future.