Vita Coco Looks to Position Itself as a Cocktail Mixer and Hangover Cure — Retail Bum

Vita Coco has marketed itself as a fresh way to hydrate for years. However, the company is now changing its product positioning to become the preferred mixer and ultimate hangover cure.

To bring its new pitch to life, the beverage company has teamed up with Diageo to launch a canned drink and DoorDash to bring its latest offering to market.

The company’s move to reposition itself as a mixer stems from a trend seen outside the U.S. market.

“If you go to Brazil or Southeast Asia, coconut water is what you mix with cocktails,” said co-founder Mike Kirban.

That said, Vita Coco does not just want to be the mixer of choice at home, but also wants to make its way into bars and restaurants.

“The idea is to start getting consumers used to drinking coconut water cocktails with the ready-to-drink with Diageo partnership,” continued Kirban.

Under its partnership with Diago, Vita Coco will offer three canned cocktails: a mojito, a piña colada, and a strawberry daiquiri. Meanwhile, the beverage company is also working with an unnamed spirits company to expand its offering.

And to better position itself as a hangover cure, Vita Coco teamed up with delivery service…