Who owns Hit?
Hit, a drinks brand, is owned by Postobón (Colombia).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Postobón — Informe de Sostenibilidad 2025, Postobón S.A. Last checked .
Key facts
- Current owner
- Postobón S.A. reported
- Owner HQ
- 🇨🇴 Colombia
- Origin
- 🇨🇴 Colombia
- Founded
- 1997
- Category
- Beverages › Soft drinks › Juice & juice drinks
- Last verified
- · 2 sources
About Hit
Hit is Postobón's fruit drink, introduced in 1997 using pasteurisation and bottling methods that were new to Colombia at the time. The company cites Nielsen in calling it the country's leading fruit beverage by both value and volume. In 2025 it added a 300 millilitre plastic single-serve nationwide and took an Effie Oro and an Effie Plata.
Ownership timeline of Hit
Where Hit sits in Postobón
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Postobón ownership tree →
See the full Postobón brand portfolio (12) →
Other brands owned by Postobón
Postobón controls 12 brands on Brandtree, 12 of them in beverages.
Also in beverages
- Agua Cristal (1917)
- Bretaña (1918)
- Colombiana
- Hatsu
- Hipinto
- Manzana Postobón (1954)
- Mr Tea (2005)
- Postobón (1904)
- Speed Max
- Squash (1999)
- Tutti Frutti
Other brands in juice & juice drinks, and who owns them
The 142 brands in juice & juice drinks on Brandtree belong to 84 owners. The largest is Eckes-Granini, with 11; Postobón has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Brämhults | Eckes-Granini | 🇩🇪 Germany |
| Apple & Eve | Lassonde | 🇨🇦 Canada |
| Appletiser | Coca-Cola | 🇺🇸 United States |
| Kagome Tomato Juice | Kagome | 🇯🇵 Japan |
| Fructal | Nectar Group | 🇷🇸 Serbia |
| All Coco | Sappe | 🇹🇭 Thailand |
| Amayu | AJE | 🇵🇪 Peru |
| Kiddy Pack | Kasapreko | 🇬🇭 Ghana |
About the owner: Postobón
Postobón is a privately held company headquartered in Colombia, founded in 1904. Brandtree records 12 brands under its control.
Postobón was founded in Medellín in 1904 by Valerio Tobón Olarte and Gabriel Posada, whose partnership Posada & Tobón gave the company the name it still uses. It belongs to the Organización Ardila Lülle and is the dominant Colombian soft drinks business, with more than fifty brands across sodas, bottled water, fruit drinks, teas, energy and hydration drinks, malts and beer. It also distributes and sells brands made by other companies, among them Pepsi, Gatorade, 7UP and Red Bull, which it does not own.
🇨🇴 Hit and other Colombian brands
Brandtree records a controlling owner for 108 brands that began in Colombia. 10 of them (9%) are now controlled by a company headquartered in another country; Hit is not one of them.
- Activade — Quala 🇨🇴
- Aguila — AB InBev 🇧🇪
- Almendra Tropical — CasaLuker 🇨🇴
- La Bastilla — Grupo Nutresa 🇨🇴
- Airplan — ASUR 🇲🇽
- Alpina — Alpina 🇨🇴
Frequently asked questions
Who is the parent company of Hit?
The parent company of Hit is Postobón, a privately held company headquartered in Colombia.
Is Hit Colombian?
Yes. Hit originated in Colombia in 1997 and its owner, Postobón, is also headquartered in Colombia.
Is Hit still owned by Postobón?
Yes. As of 22 September 2026, Hit is still owned by Postobón. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Postobón — Informe de Sostenibilidad 2025 — Postobón S.A., Annual report; retrieved 22 September 2026.
- [2] Postobón — La historia — Postobón S.A., Official document; retrieved 22 September 2026.
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