Coconut Water: It's about the image.

The new "it" drink is Coconut Water. Wasn't pomegranate juice the big thing last year...or the year before.
NPR's Planet Money looks at the phenomena of coconut water. As one consumer says, "The only thing that really counts is image." "If people see me carrying around this coconut water with my yoga mat this will show that I like yoga and I'm really conscious and enlightened."
Studies about the benefits associated with coconut water suggest those benefits are overstated. Check out this article in the Huffington Post. Coconut Water Health Claims Not Supported, Study Says
For the consumer quoted above, it's more about the image. Carrying around the bottle of coconut water is an important accessory. 
It's a lot like when I lived on the East Side of Milwaukee. The Sunday accessory that was at the coffee shop or the bookstore was the Sunday Edition of the New York Times. In fact, living on the East Side may have been an image thing. 
A twelve pack of coconut water is running $24 on-line.
The story is a part of their series, "What's it been a good year for..."