CoAqua, NA Inc.
Information
From the Rink to the Real Deal
The CoAqua journey didn’t start in a boardroom; it started on the ice. Anthony (Tony) Cadieux II and Justin Bruckel met at 14, playing competitive hockey. As teammates in Junior A, they survived notorious 4:30 AM Saturday practices, building a bond based on showing up when others wouldn't. That grit led to Division I scholarships at Army West Point and St. Lawrence University, and it eventually became the foundation for their partnership.
Years later, while traveling in Piha, New Zealand, Justin and his then-girlfriend Caroline discovered CoAqua in a local cooler. Back in the U.S., Justin surprised Caroline by shipping a case from New Zealand to stock his fridge. When Tony came to visit, Justin insisted he try it. Tony—a lifelong coconut water skeptic—took one sip and his mindset flipped. He looked at Justin and said, “Let’s do this.”
The Evolution of a Brand
What began in 2020 as a nights and weekends side hustle between two best friends quickly evolved. In 2022, they landed in Sprouts Farmers Market, the inflection point that pushed them to go all-in. By late 2024, they made the decision to buy out the original founder to fully own the brand’s future. They burned the old playbook, rebranded in record time, and even air-shipped pallets to the Expo floor at the last minute just to have something to show.
No Beaches Required
While coconut water is an established category often defined by predictable beach imagery, Tony and Justin took a contrarian approach. They purposefully designed a brand that doesn't look like traditional coconut water, leaning into a bold, urban-inspired positioning: No Beaches Required. Since the rebrand, velocities have climbed—up nearly 200% at some retailers—and the brand has added close to 1,500 new doors for the 2026 season. From their core line to their sparkling SKU, nicknamed "CRACKAQUA" by fans, they are simply focused on relentless execution.
A Business Built on Relationships
Tony and Justin truly enjoy being on this earth, and they say all the time that CoAqua is Family, CoAqua is Friends, and CoAqua is Love. Look no further than the people who operate the company to see that in action. The business is a true family affair: Justin’s wife, Caroline, is the company’s graphic artist, and Tony’s wife, Tori, works in the business as well.
This bond is the heartbeat of the brand. Tony was the best man in Justin's wedding, and he even officiated the ceremony for Caroline and Justin. CoAqua isn’t just a company; it’s a living part of their shared history.
Hydrating with Purpose
Success is measured by more than just shelf space. CoAqua is committed to helping eradicate generational poverty by donating 2% of revenue to Kids Dreams Matter.