Madonna is On board with Vita Coco (and so are we!)
Madonna is so enthusiastic about coconut water that she drank fresh coconut juice daily on the overseas leg of the Sticky & Sweet tour.
Every experienced traveler you meet will offer you some kind of advice — from putting your shampoo bottle in a Ziplock bag, to traveling with an extra battery for your laptop, to moisturizing the tips of your hair so you don’t get split ends. The list of advice is long indeed, and it just got longer with the addition of savvy travelers’ latest hydration obsession: coconut water.
Staying hydrated before, during and after a flight is super important. The lack of humidity in an airplane cabin means you can dehydrate quickly (if you weren’t dehydrated after running a few miles to catch your flight). Logic dictates drinking the needed amount of water means frequent visits to the airplane’s lavatory and bothering the seated passengers sitting next to you. Drinking coconut water pre-flight provides a mega-dose of potassium, which helps accelerate the hydration process when you do drink water in-flight. It’s smarter hydration for the busy traveler.
Health conscious travelers — as well as celebrities like Madonna, “True Blood’s” Anna Paquin, Star Trek’s Chris Pine and “Friend’s” alum Courtney Cox Arquette are all on the coconut water bandwagon, supporting its growing reputation as the “ultimate” source of hydration. Other health benefits of coconut water include lowering cholesterol, preventing diabetes, and boosting your metabolism and immune system.
The Vita Coco brand is the largest and most popular of the coconut waters, and is packaged in a Tetra-Pak carton which is superior to bottling and canning when preserving the liquid’s nutrients and goodness. Vita Coco boasts investors like Madonna, Demi Moore and Matthew McConaughey who praise it for being relatively low calorie, natural, and packed with important nutrients. For example, the 11.2 ounce/330 ml serving size of Vita Coco contains 700 mg of potassium (more than two bananas) and approximately 15 times more electrolytes than the average sports drink in a similar serving size. It is also said to be a great mixer for cocktails (oh yeah, now we are talking).
As Red Bull and Vitaminwater were the hottest drinks a decade ago, coconut water is now the “it” drink amongst celebrities, pro-athletes and stylish trendsetters across the U.S. And just as those two brands found their way into the airport terminal, so has coconut water. Of all the coconut water brands sold today, only Vita Coco is sold in airports nationwide. Smaller brands like O.N.E. and Zico are available nationally but neither is sold in airports.
Regardless of where coconut water is sold or which A-lister is drinking which brand, the bottom line is this: coconut water is one of the biggest consumer trends of the year, and is moving from “pure” beverage products into other beverage and consumer products very quickly. You can expect to see more drinks, packaged foods and health and wellness products that use fresh coconut water as an ingredient.
So, the next time you’re dashing through an airport terminal, take a closer look at the coolers in the eateries and magazine shops. Increasingly, you’ll find coconut water sandwiched between the usual bottled waters and canned sodas. Whether you decide to try one, you can check out what all the hype is about, and decide for yourself whether coconut water is the ultimate hydrator that it’s being marketed as.
“Passionate Piña” Recipe
• 1 1/2 oz. Flor de Cana 7 yr old Rum (or similar brand)
• 2 oz. Vita-Coco Passionfruit Coconut Water
• 1 oz. Pineapple juice
• 1/2 oz. simple syrup
Directions: Shake all ingredients very well with ice and strain over crushed ice into hurricane glass
Garnish: Pineapple slice and leaf