Bali-Based Beverage Brands Look to Global Markets Amid Shifting Consumer Trends

JAKARTA - The global ready-to-drink beverage market continues to grow as consumers place greater emphasis on health, convenience, and product authenticity. Changing lifestyles, particularly among younger generations, are reshaping how beverages are consumed and how brands position themselves in competitive international markets.

Within this context, a Bali-based beverage initiative has begun to attract attention as it prepares to enter overseas markets. COCO BALI, a ready-to-drink beverage developed in Bali, reflects a broader trend among Indonesian producers seeking to bring locally sourced ingredients and cultural narratives to a global audience.

Rather than focusing solely on refreshment, the product is designed to reflect the tropical character closely associated with Bali. The brand is part of a wider collaboration between PT Lovina Beach Brewery Tbk and Singapore-based COCO BALI PTE LTD, which together have introduced three beverage brands aimed at international consumers.

In addition to COCO BALI RTD, the collaboration includes CLARISSA Liqueur and LIBARRON Whisky. While each product targets a different market segment, all three are built around the use of local ingredients and an ambition to meet international quality standards.

President Director of PT Lovina Beach Brewery Tbk, Bona Budhisurya, said the initiative aligns with the long-term outlook of Indonesia’s food and beverage industry, which remains one of the country’s key economic sectors.

He explained that urbanization, increased mobility, and greater health awareness have influenced beverage consumption patterns. Consumers are becoming more selective, paying closer attention to sugar content, ingredient transparency, and functional value.

“These changes create both challenges and opportunities for producers. There is demand for products that are practical, but also aligned with healthier lifestyles,” he said.

COCO BALI RTD is produced using natural ingredients, including coconut kopyor, and is available in several variants such as sparkling agave and golden salak. Some of the raw materials are sourced from agave plantations managed by PT Lovina Beach Brewery Tbk in the Nusa Penida area of Bali, reinforcing the product’s local origin.

Creative Director of COCO BALI RTD, Natalia Sumasto Tjia, said the product development process was guided by the idea of translating Bali’s identity into a modern beverage format.

“The intention was to bring a sense of Bali into the product, not only through taste but also through the overall experience,” she said.

Beyond retail distribution, the brand is also targeting the hospitality sector, including hotels, beach clubs, and travel-related outlets. These locations are viewed as effective entry points for reaching international consumers who visit Bali and are already familiar with the island’s lifestyle and culture.

CLARISSA Liqueur is positioned within the premium segment and is designed to appeal to consumers seeking lighter flavor profiles. Meanwhile, LIBARRON Whisky represents a different approach, combining international whisky traditions with a production base in Bali.

LIBARRON gained attention after receiving recognition from the Indonesian World Records Museum for its collaboration with the Van Gogh Museum on a limited-edition release inspired by the painting Starry Night. The edition was produced in 1,889 bottles for the global market.

The initiative reflects a broader effort to position Bali not only as a tourism destination, but also as a location capable of producing export-ready products. With segmented offerings and an expanding distribution network, the three brands illustrate how local producers are responding to global market trends through a combination of cultural identity, product differentiation, and international ambition.