Bols Coconut liqueur makes US on-trade debut
Dutch producer Lucas Bols will bring its coconut-flavoured liqueur to the US on-trade for the first time.
The newest addition to the Bols House of Flavours portfolio – which comprises more than 30 liqueurs – is a coconut-flavoured liqueur with subtle notes of rum, said to encourage exploration.
Bols Coconut makes its US debut in bars and restaurants, where it will be available in a 1-litre format, followed by a 750ml retail launch in 2027.
“Consumers aren’t asking bartenders to reinvent the classics; they’re asking them to reinvent the experience,” said Ignacio Llaneza, vice-president of marketing at Lucas Bols USA & Canada. “Coconut is one of today’s most versatile cocktail ingredients because it transforms familiar drinks into something guests haven’t tried before.”
The launch will be supported by an integrated marketing campaign called ‘Go Coco-Nuts,’ which encourages consumers to ‘add a coconut twist to your favourite cocktail.’
The campaign will run from July through December and includes various components such as point-of-sale materials, bartender advocacy, public relations, trade media, geo-targeted digital advertising, digital rebates, and a national on-premises trial initiative.
Llaneza added: “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 favourites a tropical twist that inspires repeat visits and keeps menus feeling fresh.”
The launch comes a month after Lucas Bols partnered with four new distributors in the US, completing its strategic market overhaul following the end of a distribution agreement with RNDC.
Trending tropical flavours
The initial distribution and activation efforts will focus on high-opportunity accounts where tropical cocktails are popular. These include Mexican restaurants, rooftop bars, resorts, beach and waterfront venues, brunch destinations, and cocktail bars.
Brett Dunne, managing director at Lucas Bols USA & Canada, said: “Launching first through bars and restaurants allows us to build the brand where cocktail trends begin. Bartenders remain the industry’s greatest influencers, introducing consumers to new flavours and inspiring what’s next.
“By creating excitement behind the bar first, we’re helping our customers transform today’s flavour trends into profitable menu innovation before bringing that momentum into retail.”
According to Ground Signal’s 2026 Summer Drinking Season Report, mentions of tropical cocktail flavours by consumers increase by 29% during the summer months, indicating growing demand.
Ivar de Lange, global head of the Bols Cocktail Academy, explained: “The best cocktail innovation doesn’t replace classics; it refreshes them. 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.”
Bols Coconut is already available in the UK and Netherlands in a 700ml format with an ABV of 17%. It retails for €13.95 (US$16).
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