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From hot yoga to coffee and bars: Inside Vita Coco’s push to make its coconut water a household staple

From hot yoga to coffee and bars: Inside Vita Coco’s push to make its coconut water a household staple
From hot yoga to coffee and bars: Inside Vita Coco’s push to make its coconut water a household staple


Once primarily aimed at hot yoga studios and health food stores, the Vita Coco Company is targeting bars, coffee shops and smoothies in an effort to boost household penetration and promote the versatility of its coconut products to consumers, a top company executive said in an interview. 

The company’s Vita Coco brand, which includes coconut waters, milks and powders, has long been coveted for its role in hydration and its nutritional properties. But Vita Coco has started aggressively looking at other uses for the brand.

While sales for Vita Coco coconut water, which surged 18% in 2022, remain robust, the decision to identify new consumption occasions and sectors that lack a coconut beverage option is vital to positioning the brand for future growth and fulfilling the company’s broader goal of making it a permanent fixture in American homes. Currently, the tropical liquid is found in 11% of U.S. residences, according to Vita Coco.

“We’re still in the real early innings of building this category,” said Mike Kirban, the company’s co-founder and executive chairman. Vita Coco has “all these different usage occasions and it pulls from all these different categories, which is why we think the potential total addressable market is just completely untapped at this point.”

Vita Coco, which was founded in 2004, has long had a presence in grocery, and more recently, in convenience stores. It’s aiming to replicate that success in coffee shops as well as bars and restaurants, striking partnerships with small businesses designed to generate buzz and increase consumer awareness. 

Vita Coco

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Vita Coco is working with Alfred Coffee, a chain with locations in Los Angeles, San Francisco and Austin, Texas, to use its recently launched Barista MLK, a plant-based coconut milk developed in partnership with

baristas. Other coffee chain partnerships are expected to be announced later this year. 

An agreement with Bloom Nutrition, a female-focused health and wellness brand, is touting Vita Coco as a supplement to greens in smoothies and other food offerings.

One of the brand’s biggest opportunities is in alcohol as a mixer, or as a component of on-premise cocktails.

Vita Coco is getting its coconut water stocked in bars, restaurants and clubs, starting with a few locations in The Hamptons this summer. Several locations will serve the Coco Blanco, a drink made with Vita Coco coconut water, tequila, agave and lime. At the Surf Lodge, the hotel and restaurant will offer Coco Blanco, and Vita Coco will be automatically served on a tray next to a spirit drink. The Vita Coco logo also will adorn surfboards and yoga mats.

Vita Coco Company is no stranger to alcohol, having introduced a line of premium canned cocktails this year crafted with Diageo’s Captain Morgan rum and its coconut water.

Vita Coco is modeling its growth plan after cranberry giant Ocean Spray, which has four times the household penetration, size and distribution even though both brands have roughly the same velocity on store shelves, Kirban said.

He noted in the 1940s that Ocean Spray observed people mixing cranberry juice into their cocktails. Rather than sitting idle, it named the drink the Cape Codder and started paying bars and restaurants in the New England town to carry and market it with its Ocean Spray juice. It helped grow Ocean Spray sales and brand awareness. 

Getting Vita Coco into trendy coffee shops or bars is less about the revenue it generates and more about creating consumer awareness of other ways coconut water can be used, Kirban said. The company is hopeful that once people see it being incorporated in these real-world settings they will be more likely to purchase it at a store for use in their own homes while telling their friends and family to do the same. 

“We are finally hitting our stride,” Kirban said. 

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