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From a formula created in a laboratory by a young pharmacist to its incorporation by Coca-Cola Brazil, Guaraná Jesus is more than just a drink: it is a cultural symbol of Maranhão. Learn about the surprising origins of the pink soft drink that conquered Brazil.
Guaraná Jesus is, without a doubt, the most famous soft drink in Maranhão. With its unmistakable pink color, sweet flavor and floral aroma, the drink arouses curiosity wherever it goes. But what few people know is that it was created in a small pharmacy laboratory in the early 20th century, the result of the restlessness and creativity of a young man named Jesus Norberto Gomes.
Born in Victory of Mearim (MA), Jesus moved as a teenager to São Luís , the state capital, in search of job opportunities. At the age of 14, he got a job at a local pharmacy. There, he immersed himself in the world of formulas and recipes, and with dedication and talent, he learned the secrets of pharmaceutical manipulation. Over time, he bought his own business: Galvao Pharmacy.
It was in this space that the creation of Guarana Jesus.
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The creation of Guaraná Jesus: trial, error and success
When Jesus tried out different formulas to create a local guarana-based soft drink, he didn’t get it right the first time. His first product had a bitter taste, which displeased customers. However, instead of giving up, the pharmacist persisted: he reformulated the ingredients, tested new combinations and finally arrived at a balanced version — sweet, fragrant and pink in color.
Thus was born the pink soda that would enchant generations of people from Maranhão and, in the future, Brazilians in different regions of the country.
The name of the drink? Simple: Guarana Jesus, a tribute to himself, but which, at the time, also provoked curiosity and reverence.
Tradition maintained: the original flavor that spans decades
Since its invention in 1927, Guaraná Jesus has kept its formula practically unchanged. Its sweet, light flavor with a touch of cloves and cinnamon sets it apart from traditional soft drinks. The drink has gained space on tables in Maranhão and is now consumed at parties, lunches, family gatherings and cultural events.
The label and packaging also carry historical elements. The current logo is a reproduction of the creator's original signature, and the bottle design became a regional icon.
Over the years, the drink has ceased to be just a product and has become a an affective space in the popular culture of Maranhão.
The sale to Coca-Cola Brazil: expansion with preservation
Em 1980, the family of Jesus Norberto Gomes decided to sell the brand to Maranhão Soft Drinks Company, franchised by Coca-Cola Brazil. The industry giant saw Guaraná Jesus as a product with strong regional appeal and expansion potential.
However, it was only in 2001 Coca-Cola acquired the definitive rights of the brand and assumed responsibility for its production and distribution throughout the national territory.
But there was a condition in the contract: preserve the original characteristics of the drink. This included:
- A pink color of the liquid
- O characteristic flavor
- O name Guarana Jesus
- And handwritten logo
This commitment was respected. In 2008, for example, Coca-Cola carried out a rebranding campaign for its label and let the people of Maranhão choose themselves between three new versions of visual identity. The winning art was inspired by the colonial portuguese tiles, typical of the historic architecture of São Luís.
Guaraná Jesus: the most famous soft drink in Maranhão
By this time, Guaraná Jesus was already a true institution in Maranhão. More than just a refreshing drink, it began to be treated as a regional symbol, exalted in songs, t-shirts, souvenirs and tourism campaigns.
Many people who visit Maranhão make a point of trying the pink soda as part of the cultural experience. Local restaurants and cafes proudly display the product. There are even reports of tourists taking bottles of the soda to other regions as souvenirs.
Even with national expansion, Guaraná Jesus never lost its northeastern identity — and perhaps that is one of the secrets to its enduring success.
Ingredients and flavor: what's behind the formula?
O Guarana Jesus is known for its distinctive, sweet and slightly exotic flavor. Although the exact formula is kept secret, it is known that it includes natural extracts of guarana and spices such as clove and cinnamon, in addition to natural dyes.
The pink color, in turn, has become an aesthetic differential that completely deviates from the traditional soft drink palette. This makes the product draw attention on the shelves and stand out in photos, packaging and advertising campaigns.
Fun facts about pink soda
- Why pink? The choice of color was made by chance in Jesus Norberto Gomes' first experiments. The tone was maintained for its originality and visual appeal.
- Religion and marketing: Despite the name “Jesus,” the drink has no religious connection. It is simply the surname of its creator.
- Regional marketing: In advertising campaigns, Guaraná Jesus is often promoted as “The flavor of Maranhão”.
- Inspiration for artists: The drink has been the subject of poems, documentaries and photographs that exalt the culture of Maranhão.
National presence: from Maranhão to Brazil
Currently, although production remains centralized in Maranhão, Guaraná Jesus can be found at points of sale outside the northeast region, especially in supermarkets, online stores and cultural events.
Coca-Cola Brazil, aware of the strength of the brand, invested in logistics and national distribution, expanding the product's reach, without giving up its affective and regional positioning.
In some limited editions, the company even launched themed cans with prints by artists from Maranhão or commemorative editions during São João and Carnival.
Cultural impact and legacy of Jesus Norberto Gomes
Few products manage to maintain a strong local identity even after decades of acquisition by large conglomerates. The creation of Guaraná Jesus is an exception and serves as an example of respect for regional culture, even within the logic of big capital.
the pharmacist Jesus Norberto Gomes passed away decades after creating his drink, but his name lives on, not only in the brand of the soda, but also in the pride of the people of Maranhão.
His descendants even participated in the negotiations with Coca-Cola and ensured that the essence of the drink would be preserved — a commitment honored to this day.
The story of Guaraná Jesus is more than just the trajectory of a successful product. It is an example of how passion, creativity and regional culture can transform something simple into a national icon.
From the small pharmacy laboratory in São Luís to freezers across Brazil, the journey of the pink soft drink is marked by persistence, innovation and respect for its roots.
Guarana Jesus no doubt, the most famous soft drink in Maranhão, but it is also much more: it is memory, tradition and identity.
Horrible. Now I understand why it tastes like medicine.
That's wonderful, even more so because it's pink
My father is from Maranhão but he doesn't like it, and I, who am from Pará, love it.
Very bad, it only has sugar!
The other sodas don't have it, right!!!!
The flavor is very characteristic, far from my personal taste. But it has merits, after all, not every product can remain faithful to a formula and a market premise.
Great observation!