Hard coconut water brand, Coastal Drink Co, has unveiled its strategic rebrand, aiming to establish category leadership in premium coconut water based alcohol.
Australia's drinking scene is evolving rapidly, with IBISWorld reporting RTDs were worth $1.3 billion in 2024. According to Circana, coconut water market household penetration in Australia rose from 19 per cent to 21.3 per cent over the past 12 months, while coconut water litre sales jumped 30 per cent over the same period.
Coastal Drink Co is positioning itself to lead the hard coconut water charge, capitalising on the RTD premiumisation and health-conscious drinking trends sweeping the nation with its Coastals flavours.
Now stocked in over 300 locations since its 2024 launch, the Coastals range is available nationwide through ALM, ILG, Kaddy, Dan Murphy's, ILR, and Paramount, with direct supply options available for venues.
Coastal Drink Co founder, Adam Benwell, said while the product was gaining market traction, he recognised the need for an evolved brand identity to match his long-term vision for premium quality and timeless appeal.
“Our liquid was always premium, and people were responding to it, but we wanted our brand to truly reflect that quality,” said Benwell.
“We needed something more sophisticated and enduring that could stand the test of time in the premium RTD category. Coastals isn't just another SKU, it's a conversation starter that reflects how drinking culture is evolving.
“We're establishing the blueprint for our category. As the category leader, we can educate the market and set standards others will follow.”
The company stated the rebrand represents far more than aesthetic changes, with Agency Next Door orchestrating a comprehensive rollout – from brand manifesto to extensive trade marketing materials and digital presence.
Design agency, Weekdays, created packaging that aims to command premium positioning without tropical clichés.
Weekdays director, Todd Vanneste, said the brief was to create something that felt effortlessly premium, not shouty or desperate for attention, but confident enough to own its space.
“We moved toward something more sophisticated and quality-focused, premium packaging that appeals to discerning drinkers who want quality they can taste and see,” said Vanneste.
Coastal Drink Co stated early retail partners have reported strong velocity and high customer satisfaction scores, with the brand's natural positioning resonating particularly well in premium venues and health-focused retail environments.
Coastals is now available across Australia in flavours Pineapple, Pink Grapefruit, and Watermelon, through established distribution channels and direct online ordering at coastalsdrinkco.com. The complete rebrand rollout will be finalised by October 2025.
