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Premium Coconut Water Company Spurns Traditional Retail Channel

April 20, 2018: 12:00 AM EST

Three-year-old premium coconut water company CoAqua doesn’t want to be seen in the low-rent district of traditional retail stores alongside lookalike coconut water brands. Company founder Grier Govorko says there’s not much difference among competitive brands, most of which claim to be a “sports replacement drink.” To differentiate itself CoAqua is sold only in luxury resorts and restaurants in Southeast Asia, and in the U.S. direct-to-consumer online channel. The target demographic is younger health-conscious consumers willing to pay $48 online for a 12-pack case. The packaging – single-serve, recyclable clear glass bottles with metallic pull-tab caps – also sets the brand apart. Govorko is not only committed to recycling, he feels his coconut water tastes naturally sweeter because it is pasteurized in glass bottles.

Mary Ellen Shoup, "CoAqua Targets Premium-Seeking Audience Relying on Direct-To-Consumer Online Channel", FOODnavigator-USA.com, April 20, 2018, © William Reed Business Media Ltd
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