ICE Beverages Pvt LTD

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Our Story

Ice Beverages Private Limited based at Norbugang, Samtse, Bhutan is a joint venture company that produces all beverage products under the BIG brand owned by AJE. AJE is one of the largest multinational beverage companies, with presence in over 23 countries in Latin America, Asia and Africa, and with 15,000 direct and indirect employees. With 28 years of experience, AJE is the 4th largest producer of soft drink in sales volume worldwide and the 3rd in carbonated soft drinks in those countries where it operates. With a strong commitment to "democratizing consumption", AJE reaches out to new consumer groups and provides them with access to high quality products at fair prices. In addition to its flagship brand, BIG, AJE’s product portfolio is complemented with brands such as Cielo, BIG Cifrut, Pulp, Sporade, BIG Tea and BIG Volt in the water and juices categories, as well as electrolyte and energy drinks. BIG is the carbonated drinks brand that knows no limits. Through a dynamic and original way of enjoying things, it offers a unique alternative at all times, sharing its dreams with others and turning them into reality. Brand values: Brave, Entrepreneur, Ingenious, Surprising. Mission: INSPIRE GREAT THINGS. Our mission is to inspire consumers through everyday stories of normal people... challenging consumers to transcend their day-to-day with a fearless attitude of a dreamer. Because BIG has a great mission: to challenge society to do SOMETHING BIG. Brand personality: We think big and we do big things without limits. We never do what is expected of us. Others follow the rules, we break them. THINK BIG. NO LIMITS. BIG is different, seeks to stand out, to be seen and remembered. Our DNA must be linked to street culture.