Pulse Beverage has expanded its presence into Mexico with the launch of a wholly-owned subsidiary.

The new unit will operate under the supervision of Borrega Consulting, a San Diego-based international business development consulting and brokerage firm.

Villarreal and his team will manage the operations of Pulse’s Mexican venture. He headed the Mexico launch and distribution of Monster Energy Drink in 2004 as well as the expansion across the country until June 2010.

Pulse CEO Bob Yates said: "We are extremely excited to have Borrega Consulting lead our roll-out into the Mexican beverage market.

"Their track record in Latin America and the successful roll out of Monster Energy Drink throughout Mexico provides us with an experienced team and valuable relationships which we believe will help to quickly secure key accounts for coconut water and pave the way for expanding our lemonades and limeades into Mexico."

Villarreal said: "Mexico is a massive beverage market and has been reported the largest consumer of soft drinks in the world per capita.

"There is a tremdendous opportunity here and we believe that we will be able to create market demand with Pulse’s great tasting Natural Cabana Coconut Water at a price that consumers will like."

In Mexico, the company plans to offer Natural Cabana Coconut Water in Natural and Pineapple, which will be available at convenience stores and large grocery chains.

Pulse Beverage product line includes low-calorie natural drinks, including Natural Cabana Lemonade and Limeade, Natural Cabana Coconut Water and Pineapple Coconut Water, and PULSE brand of functional beverages.