Buc-ee's Coconut Water
Refresh every road trip with a complete coconut water family — from single-serve cans to group-ready gallons — built for all 55 Buc-ee's travel centers.
Buc-ee's: 57 travel centers. 11 states. Zero competition.
Buc-ee's is the gold standard of American convenience retail — a fuel, travel, and snack destination that pulls customers off the interstate for an experience, not a transaction. Stores average 50,000–75,000 sq ft with 80–120 fuel pumps and move beverage volume that rivals a small grocery chain. A Coco Love–built private label slots perfectly into the famous Beaver Nuggets aisle and the legendary back-wall cooler set.
Source: buc-ees.com/locations. Excludes announced-but-not-yet-open travel centers. Texas remains the home market with 60%+ of the footprint — meaning a Texas-first pilot ladders into the entire chain with minimal logistics complexity.
Built for the back wall.
Every Buc-ee's store dedicates 60+ linear feet of cooler door to single-serve beverages. Coconut water is the fastest-growing functional category in that set, and there is currently no Buc-ee's-branded option. We fill that gap with a product their customer already came in for.
One packaging system. Every format.
Every package carries the same approved visual language: Coco Love red for Original, sunshine yellow for With Pulp, consistent tropical foliage, and the same friendly beaver sipping from a fresh coconut. The system scales cleanly from the 8 oz sample can through the 1-liter road-trip bottle without losing shelf recognition.
- 100% natural coconut water — no added sugar, never from concentrate
- Recyclable aluminum — fits Buc-ee's clean-store ethos
- Travel-ready: ambient stable, perfect for the cooler wall AND the snack aisle
- Exclusive Buc-ee's mascot artwork on every facing
Every size your customer wants
Coconut water is the fastest-growing functional beverage
Coconut water is the #1 better-for-you hydration upgrade at the cooler door. Private label in this category runs 18–22% margin lift versus national brands at the same shelf price — and Buc-ee's brand equity unlocks a premium tier no other c-store can match.
What this program can do at full chain
Assumes blended $2.99 MSRP across the 4-SKU set. Velocity benchmarked against comparable c-store coconut water programs. Texas-first rollout uses the existing 36-store cluster as a logistics anchor, then expands to the 21 stores across the other 10 states.
From handshake to shelf in 120 days
- Days 0–30Approval & ArtworkFinal mascot lockup, label legal review, Buc-ee's brand sign-off.
- Days 30–60Production RunCo-pack scheduled, aluminum + label inventory secured, first article QC.
- Days 60–90Texas Pilot10 flagship Texas stores, planogram + cooler placement, sampling weekends.
- Days 90–120Scale to All 57Read pilot, expand to all 36 Texas stores, then 21 out-of-state locations.
Let's get Buc-ee's on the cooler wall.
Concept art shown is for proposal purposes only. The Buc-ee's name, logo, beaver mascot, and trade dress are trademarks of Buc-ee's, Ltd. Final artwork and use of marks subject to Buc-ee's brand approval and licensing.