Bols Launches Bols Coconut

Bols recently introduced Bols Coconut, the newest addition to its cocktail portfolio. The new flavor is debuting first in a 1L format exclusively for bars and restaurants across the United States, alongside the new Go Coco-Nuts campaign.

“Consumers aren’t asking bartenders to reinvent the classics, they’re asking them to reinvent the experience,” said Ignacio Llaneza, vice president of marketing, Lucas Bols USA & Canada, in a news release. “Coconut is one of today’s most versatile cocktail ingredients because it transforms familiar drinks into something guests haven’t tried before. Through our Go Coco-Nuts campaign, we’re inviting bartenders and consumers to discover how one simple splash can give Margaritas, Spritzes, Espresso Martinis and other favorites a tropical twist that inspires repeat visits and keeps menus feeling fresh.”

Built specifically for the on-premise channel, Bols Coconut can be mixed into different cocktails, including Margaritas, Spritzes, Espresso Martinis, Mojitos and Piña Coladas. Initial distribution and activation efforts will include Mexican restaurants, rooftop bars, resorts, beach and waterfront venues, brunch destinations and cocktail bars, according to the brand.

“The best cocktail innovation doesn’t replace classics, it refreshes them,” said Ivar de Lange, global head of the Bols Cocktail Academy, in the release. “Coconut pairs naturally with tequila, rum, vodka, whiskey and coffee cocktails, making it one of today’s most versatile ingredients. Just one addition can completely transform a familiar serve while preserving the balance and quality guests already know and love.”

The Bols Coconut Go Coco-Nuts Campaign

The launch coincides with the Go Coco-Nuts integrated marketing campaign, according to the brand, encouraging consumers to “Add a Coconut Twist to Your Favorite Cocktail.” Running from July through December, the program includes point-of-sale materials, bartender advocacy, public relations, trade media, geo-targeted digital advertising, digital rebates and a national on-premise trial initiative designed to increase trial, menu visibility and repeat purchase. A 750ml retail launch is planned for 2027.

Guests at participating bars and restaurants (where legal) can receive $3 back on one Bols Coconut cocktail or $5 back on two by scanning a QR code. Geo-targeted digital advertising will direct consumers to participating accounts, according to the brand, while consumers in eligible states can also purchase Bols Coconut through the Lucas Bols online shop, where available.

“Launching first through bars and restaurants allows us to build the brand where cocktail trends begin,” said Brett Dunne, managing director, Lucas Bols USA & Canada, in the release. “Bartenders remain the industry’s greatest influencers, introducing consumers to new flavors and inspiring what’s next. By creating excitement behind the bar first, we’re helping our customers transform today’s flavor trends into profitable menu innovation before bringing that momentum into retail.”

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