Vita Coco, also called “Madonna’s drink” is now available in Korea.
The company behind the best-selling coconut water in the United States is also gearing up to make inroads into other Asian markets, said an industry watcher Monday.
Vita Coco made headlines when a group of high profile celebrities including Madonna, Demi Moore and major-leaguer Alex Rodriguez invested in the firm. Also it hired pop star Rihanna as a model for its advertizing campaign.
Although the name isn’t familiar to Korean customers, it has been taking the sport and ion supply drink markets by storm as the next-generation natural sports drink.
“It is all-natural, 100 percent coconut water. It is great to quench your thirst and recover from fatigue after workouts,” said the Korean manager of the local branch.
Vita Coco will be available at Shinsegae Department Stores, SSG Food Markets and Star Super, with many more outlets expected to stock it in the coming months.