Premium Coconut Water Company Spurns Traditional Retail Channel

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.