Great story on the rise of coconut water.
Like kale salads and Robin Thicke, coconut water seems to have jumped from invisible to unavoidable without a pause in the realm of the vaguely familiar.
Some things I didn't know: In 2004, Zico and Vita Coco were founded within weeks of each other and within blocks of each other in New York. Today, Coica Cola owns Zico and Vita Coco is privately owned. Vita Coco owns 60% of the market. Coke backed Zico: 20%.