# Vita Coco: Michael Kirban

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-08-03
- Length: 1h 10m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban

## Summary

Michael Kirban, co-founder of Vita Coco, recounts launching the coconut water brand in 2004 after meeting partner Ira Liran in Brazil. Kirban details the brutal 'coconut water wars' with competitor Zico, including sabotage tactics and the strategic pivot to 'never from concentrate' after Coca-Cola invested in Zico. He explains how securing investments from celebrities like Madonna and a distribution deal with Red Bull China allowed Vita Coco to dominate the market and eventually become profitable.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=0) Introduction: Michael Kirban and Vita Coco
- [4:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=266) Kirban's Background and Early Ventures
- [19:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=1181) Meeting Ira Liran and the Brazil Trip
- [27:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=1638) Launching Vita Coco and the FDA Import Crisis
- [37:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=2273) The Coconut Water Wars with Zico
- [52:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=3158) Differentiation and Celebrity Investment
- [59:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=3555) Scaling, Lawsuits, and Red Bull China Deal
- [1:07:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban#t=4025) Pandemic Impact and Entrepreneurial Advice

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Vita Coco (product)
- Zico (product)
- Coca-Cola (company)
- Red Bull China (company)
- Tetra Pak (company)
- FDA (other)
- Madonna (other)
- Naked Juice (product)
- Gatorade (product)
- Vitaminwater (product)

## Related episodes from other shows

- [Move over coconut water - Pricklee cactus water brings health, happiness, & hydration](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-10-11-move-over-coconut-water-pricklee-cactus-water-brings-health-happiness-hydration) (The Startup CPG Podcast)
- [Founder Feature: Breanna and Jared Golestani of Kokada](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-14-founder-feature-breanna-and-jared-golestani-of-kokada) (The Startup CPG Podcast)
- [Founder Fundraising Journey: Victor Guardiola, Bawi](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-01-founder-fundraising-journey-victor-guardiola-bawi) (The Startup CPG Podcast)
- [Founder Feature: BJ McCaslin of Holy! Water](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-25-founder-feature-bj-mccaslin-of-holy-water) (The Startup CPG Podcast)
- [Ep. 2: Bissy Energy Drink - The Real Kola with Zach En'wezoh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-2-bissy-energy-drink-the-real-kola-with-zach-enwezoh) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-03-vita-coco-michael-kirban. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.