Once Upon a Coconut Taps Veteran Exec to Helm Ambitious Growth Phase

ORLANDO, Fla. – March 30, 2026 – Once Upon a Coconut (OUAC), the purpose-driven coconut water brand, has promoted veteran beverage executive Matt Merson to President, a strategic move signaling an aggressive new chapter of expansion and diversification for the company. The appointment, effective immediately, places a seasoned leader at the helm as the brand aims to convert its recent momentum into sustained market leadership.

Merson, who joined the company as Chief Sales & Strategy Officer in 2024, is credited with architecting the brand's rapid ascent from a regional challenger to a nationally recognized name. His promotion comes as OUAC solidifies its presence in the competitive better-for-you beverage aisle and prepares to integrate its first major acquisition, Punch'd Energy.

"Matt has been a force for this organization from the moment he walked in the door," said John Chiorando, CEO of Once Upon a Coconut. "He brings the rare combination of big-brand experience and founder-level urgency, and he's earned every bit of this. Promoting Matt to President is the right call for where we are and where we're going. I couldn't be more confident in his leadership to take us to the next level."

The Architect of Aggressive Expansion

Merson’s impact on Once Upon a Coconut's trajectory has been swift and substantial. In just two years, his leadership has been the driving force behind the brand's expansion into over 6,000 retail locations nationwide. A landmark achievement under his tenure was securing a significant launch in Costco warehouses across the Southeast and Texas, a move that provides both massive volume and validation from one of the world's most influential retailers.

His strategy is rooted in a three-decade career building some of the most iconic brands in the beverage industry. With executive experience at Glaceau (the maker of Vitamin Water and SmartWater) and Zico Coconut Water, Merson possesses an intimate understanding of the category's dynamics. At Zico, he was involved in its international expansion and eventual acquisition by Coca-Cola, providing him with invaluable insights into scaling, distribution, and corporate integration. His time at Boxed Water Is Better further honed his skills in building national Direct Store Delivery (DSD) networks, a critical component for emerging brands seeking to ensure product availability and in-store visibility.

This deep expertise is precisely what OUAC sought when bringing him on board. Merson is known for his ability to not only forge powerful retail partnerships but also to drive in-store velocity—the rate at which a product sells. He focuses on the fundamentals of merchandising, shelf positioning, and consumer engagement to turn initial placements into repeat purchases.

"Once Upon a Coconut is one of those rare brands where everything matters: the product, the mission, the people, and the partnerships," Merson stated. "I'm honored to step into this role at a moment when we have so much momentum. We're in the right retailers, building the right relationships, and now expanding into new categories. The best is genuinely ahead of us."

Navigating a Crowded Hydration Market

Merson's leadership is being tested in one of the industry's most dynamic and competitive arenas. The coconut water market, with total sales up nearly 20% in the last year, is dominated by established giants like Vita Coco. However, evolving consumer preferences are creating openings for challengers.

Today's consumers are increasingly seeking beverages that deliver on health, taste, and ethics. Once Upon a Coconut has positioned itself at the intersection of these trends. By sourcing its young green coconuts from Vietnam, the company claims a superior taste profile designed to win over consumers who may have been uninspired by older brands. This focus on quality is paired with clean ingredients and eco-friendly packaging in the form of slim aluminum cans, appealing to a health-conscious and environmentally aware demographic.

The brand's purpose-driven model—donating 10% of profits to nonprofits like the Down Syndrome Foundation of Florida and the Tunnel to Towers Foundation—further distinguishes it. This commitment to social impact resonates strongly with Millennial and Gen Z consumers, who often prioritize brand authenticity and corporate responsibility in their purchasing decisions.

Beyond Coconut Water: A Diversified Beverage Platform

Perhaps the most significant indicator of the company's future direction is its recent acquisition of Punch'd Energy. In his expanded role as President, Merson will oversee the integration of this new brand into the OUAC portfolio. This strategic move signals an ambition to evolve beyond a single-category player into a broader "better-for-you beverage platform."

The acquisition allows the company to enter the lucrative energy drink market and capture a different consumer use-case, leveraging its rapidly expanding distribution network to scale a new product line. The primary challenge will be one of brand alignment: integrating an energy drink into a portfolio known for clean, natural hydration without diluting the core brand's identity. Merson’s experience navigating Zico’s integration into the Coca-Cola system will be critical in ensuring this diversification is synergistic rather than disjointed.

The Power of Purpose and Star Power

Bolstering the company's strategic initiatives is a powerful combination of social mission and high-profile backing. Once Upon a Coconut's investor roster reads like a who's who of business and sports, including Shark Tank's Daymond John, NFL stars Rob Gronkowski and Ronnie Stanley, and St. Louis Cardinals Manager Oliver Marmol. This star power provides more than just capital; it offers invaluable marketing leverage and brand credibility.

The endorsements from elite athletes like Gronkowski and Stanley reinforce the brand's functional benefits for hydration and performance, while Daymond John's involvement lends entrepreneurial acumen and business savvy. This unique blend of purpose-driven branding and celebrity influence creates a compelling narrative that resonates with consumers and retailers alike, helping the challenger brand punch well above its weight.

As Merson takes the presidential reins, he inherits a company with a strong product, a clear mission, and powerful momentum. His mandate is to harness these assets, integrate new ventures, and solidify the operational foundation required to transform Once Upon a Coconut from a promising upstart into a lasting force in the global beverage industry.