Liquid Death

Today’s consumers are not only seeking hydration—they want identity, sustainability, and impact in what they choose to consume. In an already crowded beverage category that has been defined by bland marketing and plastic bottles, Liquid Death has risen as a disruptor that is earning the loyalty and attention of younger generations. This is not just a water brand—it is a rebellion, a lifestyle statement, a fresh way of thinking about drinking water.

Founded in 2017 with creative director and former advertising and design professional Mike Cessario, Liquid Death came about due to Cessario's frustrations regarding the bottled water market's lack of personality and sustainability. His vision was not only to create a product that quenched thirst but allowed people to feel part of a movement - one that embodies boldness, irreverence, and sustainability. Their simple yet powerful approach involves sourcing authentic mountain water and packaging it in tallboy cans, a far more recyclable option than plastic bottles. The call to arms - "Death to Plastic" - describes the mission to disrupt the beverage industry while simultaneously pointing out the consumer problem of environmental crisis stemming from single-use plastics. This is what makes Liquid Death unique: they wrap this sustainability mission in offensive, punk rock branding. The packaging features metal branding, horror fictitious art, and quirky slogans to promote authenticity and self-expression in Generation Z and millennials. 

Liquid Death's marketing is a case-study in viral branding; it completely disregards traditional advertising and uses crazy, memorable, and provocative advertising strategies that never fail to get people's attention. One campaign, which turned customer hate and negative social media comments into a punk album, turned hate into something positive and it created discussions about hate and shame. Another marketing push was when the brand used super bowl marketing which showed kids throwing some serious and hilarious head-banging rock moves while guzzling water, a blurring and surreal marketing image that gained a lot of traction. This strategy builds community instead of customers and creates fandom where fans are now a tribe that share ideas and values around sustainability, self-expression and punk music. 

Liquid Death began with still and sparkling mountain water in aluminum cans, but subsequently expanded to include flavored sparkling waters and better-for-you iced teas. These product expansions not only broaden the audience, but it also allows the company to compete in the main soft drink and flavored water categories. The firm continues to benefit from the state of consumers wanting healthier drinks instead of sugar-sweetened drinks and drinks with artificial flavoring. Liquid Death is making sure that they still have the bold flavors and attitude of their products. The aluminum cans take on an important role in their sustainability. Not only are they recyclable, but they also bring balance to environmental concerns with visuals of strong kills that pop on store grocery shelves. Their presence in major retailers like Whole Foods, Target, and 7-Eleven; shows their transition from a niche disruptor to a contender in the beverage space.

Liquid Death is operating on a premium price model, with single cans priced anywhere from $1.99 - $2.49. The company's expansion into multipacks and subscriptions will provide accessible and attractive recurring revenue streams for continued growth. In addition to its water product, Liquid Death has a diverse income stream that includes an impressive merchandise business and direct to consumer sales that will provide a variety of options for engagement and profitability. The company is in a strong financial position at this time, although the brand is still relatively young. The firm is on track to surpass $263 million in retail sales after more than doubling its sales from the previous year. In March 2024, Liquid Death closed a Series D round of funding for $67.6 million, participating with Science Inc. and Live Nation, bringing its total funding to $267.6 million and a total valuation to $1.4 billion. When thinking about key investors and partners, it can't be understated how much legitimacy has been provided for their brand by cultural icons Tony Hawk, Josh Brolin, and DeAndre Hopkins. As of early 2025, Liquid Death has approximately 306 employees, the majority of them in the US, and was primarily focused on operational efficiencies proportional to scaling. Although with a minor degree of achievement through an entry into the UK market in 2023, the firm strategically decided to take a year in 2024 to develop deeper penetration in North America which allowed them to recoup costs. The company has not operationally released exact margins for an idea of profits, however it has designed for profitability in 2024 due to increasing revenues and operational efficiencies.  

Liquid Death is in head to head competition with beverage companies like Nestle, Coca-Cola, and PepsiCo and other companies that hold the majority of the market in bottled water globally. These legacy brands are generally based on traditional plastic, conservative marketing, and, admittedly, tons of cash. In the sustainable space, companies such as Boxed Water, Flow Water and Path Water offer eco-friendly alternatives, but they are not nearly as conspicuous with their branding and have most certainly not aligned themselves with any cultural movements. Liquid Death's real differentiator is its unconventional approach, marrying an edginess and rebellion with a legitimate sustainability mission. Its virality and community focus helps engender emotional attachment to this brand by young consumers who are looking for a purpose along with their quality product. This type of brand loyalty is a competitive advantage in a category largely seen as commoditized.

Liquid Death has solid growth opportunities moving forward. The company has initiatives to continue innovating its product assortment, potentially moving into new beverage categories that fit its edgy identity and health-conscious ethos. Once established in North America, international expansion is sure to follow. Sustainability will remain a central aspect of the brand's narrative including continued investments in reducing plastic pollution, water conservation, and supporting clean water projects in communities. These actions further solidify their cause driven mission, which is a powerful force energizing and building a rabid fan/customer base. As the beverage category continues to change, Liquid Death is quickly becoming much more than a water brand, it is becoming a cultural movement of sorts that is changing how people think about hydration, identity, and global impact. For consumers ranging from Gen Z to young millennials who want more than a product, Liquid Death represents an awesome balance of purpose, personality and performance. With tremendous financials, a rapidly growing fan base, and an audacious vision, this is one death-defying brand to watch.

Click here to access Liquid Death's website.