Liquid Death

Liquid Death never had to spend much time in the darkness. When the canned water maker launched in 2019 it hit the market like a bat out of hell, ushering in a reign of terror against PET plastic and staid branding. Over the past three years, Liquid Death has dominated the conversation in the water category thanks to its humorous, heavy metal tinged marketing that continues to push the boundaries of where mainstream beverage advertising can tread; whether it’s having Tony Hawk mix his blood into the ink of a limited edition skateboard or Tasering its haters, the company knows how to get people talking. Much of the unique voice and vision for the brand has stemmed from co-founder and CEO Mike Cessario, and its quick success is already serving as a case study for other CPG brands. After all, how many three-year-old brands can say they regularly hear from consumers who have tattooed the logo on their bodies?

But Liquid Death’s success is not just some big show; the brand has put its ax to the grindstone to execute a serious sales strategy that has it on track to clear $130 million in sales this year, with over $195 million in investment to date and a $700 million valuation. The sustainably packaged water now has 94% national distribution coverage through DSD and broadline partners with a reach of up to 346,000 doors, in addition to over 400,000 on-premise and foodservice accounts, plus an exclusive deal with concert venue owner Live Nation. As it prepares to move production to the U.S. next year and expands its portfolio into new categories with an iced tea line, it’s clear Liquid Death is as serious as they come. The journey to the top of the mountain may still be a long and treacherous one, but this brand very much seems to enjoy the battle.