Vita Coco Poised for Success in Asia Pacific under Red Bull China
The Reignwood Group, owner and distributor of Red Bull China, recently purchased a 25 percent stake in Vita Coco with plans to distribute the coconut drink in the country. Although coconut water is not a new product, Red Bull China has vast retail connections, funds for advertisement and sponsorship and the understanding of consumer’s growing demand for functional, healthy beverages. Red Bull China has no formal business relationship with Red Bull GMBH but has grown into a US$ 2.5 billion dollar brand in the country. If Vita Coco is promoted similarly, it could surpass sales in the US, which reached nearly US$ 240 million in 2013.
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