Eduardo Añaños, pioneer of Peruvian entrepreneurship and founder of AJE, has passed away.

The recent passing of Eduardo Añaños Pérez, founder of Grupo AJE, has resonated in Peru and abroad, marking the end of an era for one of the emblems of Peruvian entrepreneurship. At the age of 94, Añaños left a legacy that transcends family and business history, serving as an example of perseverance and vision in an adverse sociopolitical context. His story, alongside his wife Mirtha and their six children, began in San Miguel, Ayacucho, where they cultivated the land amidst the violence unleashed by the terrorist group Sendero Luminoso.

In search of a better future, the Añaños family moved to Huamanga in the 1980s, where they faced adversity not only with determination but with an innovative idea: to produce soft drinks. In 1988, in the backyard of their home, they began their entrepreneurial adventure with a single machine capable of bottling 50 cases of beverage per day. From the very beginning, the family worked together in bottling, labeling, and distribution, creating not just a product but a local identity amidst the crisis.

As the Añaños established themselves in this new field, they identified an unmet need in their community. The demand for soft drinks was high, but the violence of the time limited the arrival of major brands like Coca-Cola and Pepsi. Their focus on offering a “fair price and quality” allowed them to quickly position themselves as leaders in Ayacucho and extend their influence to other provinces in the south of the country.

In 1997, the arrival of Kola Real in Lima marked a milestone, achieving a 6.6% market share in its first year. This boost not only consolidated their presence in Peru but also laid the groundwork for the company's internationalization a few years later. Renamed Big Cola, the brand began its successful journey through Latin America, starting in Venezuela in 1999 and continuing its expansion into Ecuador and Mexico.

Beyond the company's growth, the impact of Eduardo Añaños can be seen in his business philosophy. His vision encompassed not only production but also the development of local communities. His family and company have emphasized the importance of creating opportunities in the country, demonstrating that business success can go hand in hand with social commitment.

Grupo AJE has transformed into a conglomerate of mass consumption brands, with a presence in 23 countries and a portfolio that includes more than eight product categories. Among its most emblematic brands are Cielo, AMAYU, Big Cola, and Volt, which have managed to penetrate a competitive global market. AJE's operations have been accompanied by prominent sponsorships in the sports arena, such as their alliance with Real Madrid and Paris Saint-Germain, consolidating their image internationally.

Recognition of his legacy extends beyond the business realm. The Eduardo and Mirtha Añaños Foundation, created by the couple, reflects their commitment to education, local production, and social aid. Through this non-profit organization, they have worked on initiatives that promote sustainability and volunteering, demonstrating that business success can also contribute to a better world.

The impact of Eduardo Añaños is measured not only in figures and expansion but in his vision of a Peru with opportunities. His legacy lives on in the teachings to his family and in the business culture he left at Grupo AJE. The optimism and faith in the potential of the country that Añaños embodied are lessons that will endure over time.

The story of Eduardo Añaños is a testament to how adversity can be transformed into opportunities and how a family vision can give rise to a business empire. His departure leaves a void but also serves as an inspiration for future generations of entrepreneurs seeking to follow in his footsteps, learning from his legacy and aspiring to build a stronger and more united Peru.