CocoCoast returns to US market through Amazon launch

CocoCoast is returning to the US market after an 18-month pause, with plans to launch on Amazon US.

The Australian coconut water producer has appointed a Seattle-based distributor to restart its American business. Washington and Oregon will be the first target states before a wider rollout. Amazon will act as a national sales channel once initial shipments arrive, while CocoCoast builds store distribution and gathers sales data in the Pacific Northwest.

CocoCoast sells about 50 million cans a year across 20 markets in Europe and the Asia-Pacific region. Revenue grew 53% over the past year, the company said, outpacing broader forecasts for the coconut water category, which industry research values at about USD $5.1 billion in 2025.

The return follows a period in which CocoCoast stepped back from the US because of uncertainty over tariffs and the final cost of imported goods. The business said that uncertainty also pushed some imported drinks brands to reduce their footprint or leave the market altogether, creating openings for new suppliers.

Damian Russell, Co-Founder of CocoCoast, said the business saw a route back as conditions shifted.

"These gaps have helped create the right conditions for our brand to re-enter the market. The challenge in the US wasn't demand, but uncertainty around what a shipment was ultimately going to cost when it landed.

"Across the wider food and beverage sector, tariff changes can become particularly complex because the final landed cost of an imported product can be affected by factors ranging from where it is manufactured to the origin of ingredients, packaging and other components.

"Different parts of the supply chain can also be exposed to different tariff treatments depending on where they originate, making it harder for importers and distributors to forecast costs and establish pricing with confidence.

"For food and beverage brands operating across multiple markets, that uncertainty can quickly become difficult to manage. We made the decision not to force the issue.

"We are now coming back with a new distribution partner at a time when distributors are telling us some offshore brands have pulled back or left altogether, creating sizable gaps in the market," Russell said.

Market gaps

Russell said distributors had identified room in the market after other imported beverage brands withdrew or cut distribution. For CocoCoast, that means reopening a market where, it says, consumers were already familiar with the brand before its pause.

"When brands pull out or reduce their presence, distributors are left looking for products to fill that space. That creates an opportunity for us, particularly because we already know there is consumer demand for CocoCoast in the US.

"Our approach will be to establish the product through the right local channels, prove the rate of sale and then scale from there," Russell said.

CocoCoast also holds a database of hundreds of US consumers who have asked to be notified when its products become available again. That gives it an existing pool of interested customers as it returns through regional distribution and online sales.

"We still receive messages from people asking when they can buy CocoCoast in the US again, so we are not rebuilding the market from a standing start.

"There are already consumers waiting for the product. We want to use that demand to establish a strong base and then expand once we have the sales numbers to support it," Russell said.

CocoCoast makes a portfolio of 17 products spanning pure, flavoured and sparkling coconut waters, with variants including mango, lychee and raspberry. The company said the broader range helps it appeal to consumers interested in coconut water for hydration but who do not like the taste of traditional versions.

"There is a group of consumers interested in hydration and the functional attributes of coconut water who simply don't like the taste of traditional coconut water.

"Our approach has been to give those consumers other entry points into the category rather than assuming everyone wants the same product.

"Function can generate initial interest, but taste and repeat purchase are what ultimately build a sustainable beverage brand," Russell said.

Growth target

The US return forms part of a broader international expansion plan. CocoCoast is targeting USD $140 million in annual global revenue within five years, a sharp increase from its current base as it seeks to scale beyond Australia.

CocoCoast said its production volumes can support a larger US business if demand builds. It also said it has secured Non-UPF certification across its full 11-product portfolio, which it describes as a first for a coconut water range.

Russell said the business would judge new markets on sell-through and repeat buying rather than simply the number of countries entered.

"Our five-year ambition is a substantial increase from where we are today, but the biggest opportunities available to us now are in markets many times larger than Australia.

"We have spent more than a decade proving the model here. The next stage is about taking that model offshore and building much greater scale," Russell said.

"We will measure success by repeat purchase, rate of sale and profitable market depth. The aim is to build sustainable markets rather than simply add more flags to the map," Russell said.