Michael Kirban caused ripples in the beverage industry when he helped spearhead the rise of coconut water in the U.S. Now that the drink has drawn the industry’s attention as a legitimate threat, he’s aiming to make his brand synonymous with that sweet liquid.
“We want to own coconut water like Tropicana owns orange juice or Gatorade owns sports drinks,” Kirban, the co-founder and chief executive officer of Vita Coco, said in an interview with The Huffington Post this week.
Vita Coco is already the top-selling coconut water brand in the U.S., controlling about 60 percent of the market, according to 2012 data from market research firm SPINS. The company made roughly $150 million in revenue last year, and it’s on track to land at around $250 million in 2013, according to Kirban.
To read the rest of the story, please go to: Huffington Post
