Golazo Natural Sports Fuel: Hibiscus - Hydration

Formerly known as the Jamaica flavor, Golazo’s Hibiscus flavor is the company's riff on a fruit punch-flavored sports drink. With a light level of sweetness and a dose of coconut water (from concentrate), it’s hard to tell just how much different the hibiscus punch flavor is from a traditional fruit punch. But if it’s hibiscus flavor that you’re expecting from this product, you might be disappointed. Golazo has, however, done a great job of creating a flavor profile that is pleasing to the palate (especially if you like coconut water) and thirst-quenching. Furthermore, the company has slightly increased the level of sweetness from the old formulation (the product now has 130 calories and 33g of sugars). The end result is something that is moderately sweet, slightly fruity, and finishes up salty. We’re not convinced that Hibiscus is the best name for it, but it’s enjoyable nonetheless. Visually, the Golazo logo has been given a more modern look, but it feels less connected to the soccer theme that the brand was started on. At this point, the logo looks like something that looks sporty, but it doesn’t have a specific sport connection. That’s not necessarily a bad thing, especially since the new look feels more polished and modern looking. Even with a quick glance, it’s clear that it’s an organic sports drink that’s made with coconut water. At this point, design is not the challenge for this product, but rather it’s how to pull in sports drink buyers who are likely either loyal to one of the big guys or leaving the category for something completely different. Overall, a step in the right direction for Golazo.