British consumers will simply have to die another day after Liquid Death announced this month that it will be pulling back from the U.K. and the broader international market.
While the canned water and tea producer cited supply issues as the primary reason for the withdrawal, the brand also appears to have failed to replicate the rapid success it experienced at home in the U.S., according to a report by U.K. publication The Grocer.
A spokesperson for the brand confirmed to The Grocer that Liquid Death would be “temporarily pausing international efforts” due to a lack of “production capabilities outside of the U.S.”
Liquid Death previously moved its manufacturing from Austria to the United States in 2023 as part of a move to reduce shipping costs and improve margins.
The pullback from the U.K. and elsewhere appears to have already resulted in the exit of team members focused on international growth, including U.K.-based managing director for international markets Ben Dando, who announced his departure from Liquid Death on LinkedIn last month.
“To be part of such an exceptional brand, working alongside incredible people, partners and customers, has been an absolute privilege and a dream job,” Dando wrote.
While the company told The Grocer it had “strong demand and brand awareness growth in our limited international rollout,” the publication noted that sales of Liquid Death in the U.K. were a far cry from the nine-digit revenue it has enjoyed in the U.S. Citing NielsenIQ data, The Grocer said retail sales of Liquid Death within the U.K. were just £2 million ($2.48 million) in the 52-weeks ending September 7, 2024, despite being in several major chains such as Tesco and Ocado.
In comparison, Circana reported that the brand had a combined $250.9 million across its sparkling, still and tea lines for MULO and c-store in the 52-weeks ending December 29, 2024.
Although the company said it intends to relaunch overseas “when our supply chain can support these efforts,” The Grocer noted that steep Liquid Death promos at U.K. stores have been highlighted across social media, including 3-for-£1 deals (about $1.24 in USD) in some discount retailers. Its typical SRP in U.K. retailers was around £5.50 per 4-pack of 500ml cans.
Even if Death will no longer roam the streets of Great Britain, the company does look like it’s increasing its fleet in the U.S.: on LinkedIn, Liquid Death has multiple active job listings seeking field sales representatives and other sales roles in Arizona and Texas.