The Secret
OUR MISSION
To craft exotic fruit beverages that remain true to each fruit’s natural essence—evoking bliss, nostalgia, and curiosity with every sip.
In the 1980s, two friends living in the UK—Naresh Nagrecha and Vish Vekaria—felt something was missing. As proud descendants of South Asian heritage, they longed for the bold, vibrant fruit flavours they had grown up with. To them, exotic fruit wasn’t just about taste—it was memory, culture, and identity in every sip.
So, they did what few would dare: they left the safety of their jobs at a global soft drink company and set out to bottle those memories. From their humble home kitchen, Rubicon was born—a brand named after the legendary river that Julius Caesar crossed, symbolizing a point of no return. It was their declaration: bold moves and flavours only.
What began as a passion project has since grown into a global celebration of flavour. Today, Rubicon is enjoyed in over 35 countries, staying true to its mission of capturing the unique DNA of exotic fruits—delivering joy to communities who know these flavours well, and introducing them to new audiences ready to discover something extraordinary.
To craft exotic fruit beverages that remain true to each fruit’s natural essence—evoking bliss, nostalgia, and curiosity with every sip.
To become North America’s most loved exotic juice drink brand—one sip at a time.
Flavour
We don’t just talk flavour—we live it. As pioneers of exotic fruit juice, we’re proud to bring bold, unforgettable taste experiences that shake up the ordinary. Around here, boring doesn’t stand a chance.
Quality
From our carefully perfected formulas to the way we work with partners, quality is non-negotiable. We go the extra mile to make sure every experience with Rubicon—whether in a bottle or at the boardroom—is nothing short of excellent.
Authenticity
When you drink Rubicon, we want you to taste the real fruit—not just a flavour, but the soul of it. And that’s how we do everything—authentic, transparent, and true to who we are. No muddy waters, no fine print.
Innovation
To stay a pioneer, you need to lead. We embrace fresh ideas in everything—from product innovation to how we operate as a team. If it hasn’t been done before, we’ll be the first to try it.
Proudly Diverse
Flavour is more than fruit—it’s heritage, celebration, and stories shared across generations. Our juices are our love letter to cultures around the world. And our team reflects that same spirit of openness. Every culture adds something rich to the mix—and we proudly embrace it.
