Pago
Pago is a premium European fruit juice and nectar brand founded in 1888, owned by Eckes-Granini Group since 2013. It serves the gastronomy, retail, and on-the-go markets across 30+ countries through its iconic 20cl green glass bottle and 25+ fruit flavors.
- Company typePrivate
- Founded1888
- HeadquartersCauseway Bay, Hong Kong SAR China
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pago does
Pago is a premium European fruit juice and nectar brand founded in 1888 in Austria by Jakob Pagitz and his brother Franz, currently operating as a wholly owned subsidiary of the Eckes-Granini Group following the 2013 acquisition. The brand produces 25+ fruit flavors — including its signature ACE (Orange-Carrot-Apple), Strawberry, Mango, Apricot, Pineapple, and limited editions such as Dragonfruit Guava — using traditional pressing techniques originally developed by Jakob Pagitz Junior in 1920, combined with modern sustainable sourcing practices such as 100% sustainably grown Brazilian orange juice since 2019. Products are offered in multiple packaging formats: the iconic 20cl green glass bottle with yellow twist-off cap (introduced internationally in 1989 and optimized for HoReCa channels), 75cl and 1L glass bottles for retail, and 20cl/33cl PET bottles for on-the-go consumption. Packaging incorporates up to 50% rPET in plastic bottles and up to 80% recycled material in glass bottles.
Pago's business model centers on premium fruit juice and nectar sales through a multi-channel distribution architecture. The primary revenue channel is the gastronomy/HoReCa sector (cafés, hotels, bars, restaurants), where Pago has held market leadership in Austria, Italy, Croatia, and France since 2002. Supplementary channels include retail supermarkets (selling 75cl, 1L, and 4x20cl packs), bakery and takeaway points-of-sale, and a direct e-commerce channel dedicated to the United Kingdom. Distribution is executed through Eckes-Granini's international network and local country distributors across more than 30 countries, with dedicated country-specific websites for Austria, France, Italy, Croatia, Spain, and the United Kingdom. Pricing is not publicly disclosed and varies by market, format, and channel.
The brand's core differentiator is the instantly recognizable small green glass bottle, whose green tint protects juice from light for optimal taste preservation. Pago emphasizes a clean-label positioning with no artificial colors, flavors, preservatives, or sweeteners, and achieved an average 10% sugar reduction across its nectar and drinks portfolio by 2020. Marketing leverages organic social channels (Instagram, Facebook), content marketing through pago.cc, and charity initiatives including the Team Rynkeby foundation. The Wonderfruit life global communications platform was launched in 2022 to consolidate consumer engagement. Headcount is reported in the 11-50 range across disclosed offices in St. Florian (Austria, headquarters), Paris, Mâcon (production facility, operational since 2014), and Zagreb.
Pago firmographics
Firmographics- Name
- Pago
- Legal name
- Eckes-Granini Austria GmbH
- Website
- https://pago.cc
- Company type
- Private
- Founded year
- 1888
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pago is a premium European fruit juice and nectar brand founded in 1888, owned by Eckes-Granini Group since 2013. It serves the gastronomy, retail, and on-the-go markets across 30+ countries through its iconic 20cl green glass bottle and 25+ fruit flavors.
- Ownership category
- akta.pro rank
Pago industry classification
Industry- Product category
- Premium Fruit Juices and Nectars
- NAICS
- Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
Keywords
Where Pago is headquartered
LocationHeadquarters
- HQ city
- Causeway Bay
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices4 records
Markets served
Pago business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Premium Juice and Nectar Sales: Pago generates revenue through the sale of premium fruit juices and nectars in various formats (20cl glass bottles for horeca, 75cl/1L for retail, 33cl PET for on-the-go). The brand offers 25+ flavors including ACE, Strawberry, Mango, Apricot, and limited editions like Dragonfruit Guava. Revenue is generated through distributor networks, direct retail relationships, and e-commerce in select markets.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Pago product offering
Product offeringCore offering
Pago produces and sells premium fruit juices and nectars made from sun-ripened fruit without artificial colors, flavors, preservatives, or sweeteners. The brand offers 25+ flavor varieties (including ACE, Strawberry, Mango, Apricot, Pineapple, Pink Grapefruit) across multiple packaging formats — the iconic 0.2L green glass bottle for HoReCa, 0.75L/1L glass for retail, and PET bottles for on-the-go — distributed across 30+ countries in Europe.
Product overview
Pago is a premium juice and nectar brand offering 25+ fruit flavors (including ACE, Strawberry, Mango, Apricot, Dragonfruit Guava, Pineapple, Pink Grapefruit) in multiple packaging formats: iconic 0.2L green glass bottles with twist-off caps for foodservice, 0.75L and 1L glass bottles for retail, and 0.2L/0.33L PET bottles for on-the-go consumption. The brand emphasizes natural ingredients without artificial colors, flavors, preservatives, or sweeteners, and commits to sustainable sourcing and packaging with recycled materials.
Differentiator
Problem solved
Functional benefit
Brands
- Pago Dragonfruit Guava: A new flavour with intense colour and exotic taste profile, featuring dragonfruit and guava.
Products and services
- Pago Premium Juice & Nectar Range Pago's signature line of premium fruit juices and nectars sold across HoReCa, retail, and on-the-go channels, featuring multiple fruit varieties with no artificial colors, flavors, preservatives, or sweeteners.
- Pago Dragonfruit Guava A limited edition exotic fruit juice blending dragonfruit and guava, offering a vibrant color and exotic taste profile as part of Pago's premium juice lineup.
- Pago Iced Tea
Quantifiable outcome
- Average 10% sugar reduction achieved in nectars and drinks recipes by 2020
- +3 more outcomes
Companies that use Pago
Customer profileSegments3 records
Ideal customer profiles2 records
Pago technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pago partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Eckes-GraninicoreEckes-Granini acquired Pago in 2013, bringing an international out-of-home brand into its portfolio. Eckes-Granini Austria GmbH (Pummerinfeld 1b, 4490 St. Florian, Austria) operates the pago.cc website alongside Pago France. Eckes-Granini Group became climate neutral by the end of 2021.
- Sustainable Juice CovenantcorePago is a member of the Sustainable Juice Covenant, working with partners to develop and train farmers to ensure sustainable farming. Farms must pass third-party auditing assessments to be recognized as sustainable, including requirements for native ecosystems preservation, fair wages, and responsible crop protection products use.
- SolidaridadcorePago collaborates with the Solidaridad program to develop and train farmers in sustainable agricultural practices, ensuring responsible sourcing of fruits and vegetables.
- Team Rynkeby FoundationminorPago participates in the Team Rynkeby foundation, an international charity event across Europe. The company raises several million euros annually through this initiative to support the wellbeing of seriously ill children.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pago competitors and assessment
Company assessmentBroad incumbents
- Welch's: Welch's is a globally recognized fruit juice and concentrate brand. It shares Pago's mass-to-premium positioning approach and is a common co-tenant on retail juice shelves and in foodservice beverage programs across Europe.
- Florida's Natural: Florida's Natural is a large U.S. citrus cooperative with growing international presence in premium orange juice. Like Pago, it emphasizes premium positioning and natural, no-additive juice formulations in foodservice and retail.
- Ocean Spray: Ocean Spray is a large incumbent fruit juice and cranberry beverage cooperative with strong distribution across Europe and beyond. It competes with Pago in retail juice SKUs and in foodservice juice offerings.
Regional players
- Pfanner: Pfanner is an Austrian-based premium juice, iced tea, and beverage company. Comparable to Pago in Austrian/DACH retail and foodservice premium juice offerings, though it does not directly target southern European HoReCa at the same scale.
Direct peers
- Innocent Drinks: Innocent is a European premium juice and smoothie brand sold across supermarkets and foodservice. Both brands target health-conscious consumers seeking natural, additive-free juices and overlap significantly in retail and HoReCa channels.
- Rauch Fruchtsäfte: Rauch is a major Austrian/German fruit juice producer with broad distribution and private-label capabilities. It directly competes with Pago in Austrian and broader DACH HoReCa and retail channels.
- Lorina: Lorina is a French premium artisanal lemonade and beverage brand with strong presence in HoReCa across France and Southern Europe. It competes with Pago for the same café and restaurant juice/sparkling beverage listings.
- Tropicana: Tropicana is a global premium fruit juice brand with a similarly broad flavor portfolio and multi-format packaging. It competes directly with Pago in the retail juice aisle across Europe and the HoReCa channel in many of the same markets.
Emerging players
- Capri-Sun: Capri-Sun is a leading pouched/on-the-go fruit juice brand. Its 0.2L and on-the-go PET formats overlap with Pago's convenience formats in retail and HoReCa juice purchasing decisions.
- Hugo Cocktail / Bottles-bars competitors (e.g., Pago-style niche OOH juice brands): Jumex and similar premium Latin-origin juice nectars compete with Pago in HoReCa juice offerings in Southern Europe and among expatriate consumers, targeting similar cocktail bar and café use cases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Pago social profiles
Digital presencePago compliance and trust
Trust signalCompliance2 records
Pago financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pago leadership team
Management profileNumber of profiles
Profiles3 records
Pago funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pago M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pago
What does Pago do?
Pago produces and sells premium fruit juices and nectars made from sun-ripened fruit without artificial colors, flavors, preservatives, or sweeteners. The brand offers 25+ flavor varieties (including ACE, Strawberry, Mango, Apricot, Pineapple, Pink Grapefruit) across multiple packaging formats — the iconic 0.2L green glass bottle for HoReCa, 0.75L/1L glass for retail, and PET bottles for on-the-go — distributed across 30+ countries in Europe.
Is Pago a public or private company?
Pago is a private company. It is classified as corporate owned and is currently operating.
When was Pago founded?
Pago was founded in 1888. It employs 11 to 50 people.
Where is Pago based?
Pago is headquartered in Causeway Bay, Hong Kong SAR China, in the Asia region.
How does Pago make money?
One revenue line is on record: premium Juice and Nectar Sales.
Who are Pago's main competitors?
Broad incumbents on record are Welch's, Florida's Natural and Ocean Spray. Pfanner is listed as a regional player. Direct peers are Innocent Drinks, Rauch Fruchtsäfte, Lorina and Tropicana. Emerging players are Capri-Sun and Hugo Cocktail / Bottles-bars competitors (e.g., Pago-style niche OOH juice brands).
Does Pago have an API?
No public API is recorded for Pago.
What industry is Pago in?
Pago's product category is Premium Fruit Juices and Nectars. Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 3121 and its SIC code is 2080.