From Zico to Coca-Cola Matt Merson on Scaling Beverage Brands + Global Distribution | Grodega Ep. 39

Welcome to Grovara – The Leading Global B2B Wholesale Marketplace!If you want a beverage episode that hits product, strategy, and the realities of scaling, this is it.We’re live at the GroDega with Matt Merson, one of the earliest people to back Grovara’s international push, and a longtime operator across big CPG and high-growth beverage brands. We start with a taste test that sounds impossible, chocolate coconut water that drinks like creamy chocolate milk with no dairy, then break down why sourcing matters, and how coconuts from Vietnam, Thailand, and Brazil can taste completely different.From there, Peter and Matt rewind to the Zico days, including how Grovara helped take Zico into new countries, then what changed when Zico was acquired by Coca-Cola and the international distribution had to be rewired through bottlers. Matt also shares his background through Coca-Cola Enterprises, Glaceau (Vitaminwater/Smartwater), Zico, and Boxed Water Is Better, including the early sustainability wake-up call that shaped that brand’s rise.You’ll also get a real-world look at what it takes to win in beverage:Why 3,000 beverages launch each year and only 1% hit $10MHow slotting fees and in-store demos impact the budgetHow tariffs and import lead times change the business when production is overseasWhy trade shows still matter, and how to prep for Expo West like a proIf you’re building in CPG, selling beverage, or trying to understand what actually moves product off the shelf, this episode is a blueprint.Chapters: 00:00 Chocolate coconut water taste test opener (first reactions)01:05 How Grovara got into coconut water, early Zico expansion story03:59 Zico gets acquired by Coca-Cola, what changes in global distribution11:18 Why trade shows still matter (relationship speed, critical mass)18:00 Coconut sourcing: why Vietnam tastes different + supply chain basics31:02 Tariffs and importing reality, pricing pressure and lead times35:57 Beverage survival math: 3,000 launches, 1% hit $10M42:20 Expo West tips + wrap-upGrovara is revolutionizing the way better-for-you (BFY) brands, Consumer Packaged Goods (CPGs), and international buyers connect, transact, and scale. Our AI-powered platform streamlines global trade, making it easier than ever to expand into new markets.For Brands: Expand internationally with seamless logistics, compliance, and marketing support.For Buyers: Discover & source premium health, wellness, and organic products from trusted suppliers.For Service Providers: Partner with us to power global commerce with technology-driven solutions.What We Offer:Cross-border wholesale made easySaaS-driven marketplace with powerful data insightsSimplified compliance & global fulfillmentDigital payments & trade automationJoin the Future of B2B Commerce!Sign up today: www.grovara.comContact us: [email protected] Us on Social Media:Website: https://www.grovara.comInstagram: https://www.instagram.com/grovaraLinkedIn: https://www.linkedin.com/company/grovaraFacebook: https://www.facebook.com/grovaraTwitter/X: https://twitter.com/grovaraYouTube:https://www.youtube.com/@grovaraincSpotify: https://open.spotify.com/show/2kaW2tvRgxa4WlINuaaMgE?si=2036f25c8eb54468Apple Podcast: http://bit.ly/4eYAkirSubscribe & Stay Updated!We post expert insights, success stories, and industry trends to help brands and buyers scale globally.#CoconutWater#BeverageIndustry#GroDegaPodcast