Liquid Death: The Billion-Dollar Beverage Brand Killing the Competition
If you’ve been to a live event recently, you may have noticed something called Liquid Death being sold at food and drink stands. For those not in the know, the name may be a little intimidating. But “Liquid Death” is just water in a can.
Now the brand, which has been independently owned and operated since its creation in 2017, has raised a new round of investment that values it at $1.4 billion. In a release Monday, Liquid Death revealed that it had achieved $263 million in global sales and can be found in 113,000 retail outlets across the U.S. and U.K. Furthermore, it highlighted its consistent “triple-digit” growth, making it the fastest-growing water and iced tea brand, according to SPINS, a market research group.
Revolutionary Branding
If it seems surprising that a company selling just water is experiencing such rapid growth, industry experts argue that its branding is the key to Liquid Death’s success. Brad Avery, a senior reporter for industry news group BevNET, points to the fact that Liquid Death breaks away from the traditional tropes of bottled water marketing that focuses on purity and hydration.
“The fact that it’s just water … is the key to Liquid Death’s success so far,” said Avery. “Liquid Death took off in part because it was a subversion of all the tropes of bottled water marketing that we’re familiar with.”
Rebel with a Cause
Liquid Death’s smart and provocative branding is focused on challenging norms and turning heads. Founder and CEO Mike Cessario explains that the name “Liquid Death” not only represents the idea of “murdering your thirst” but also emphasizes the brand’s environmental mission of “death to plastic.” By packaging its beverages in recyclable aluminum cans instead of plastic, the brand is making a sustainable choice that resonates with its consumers.
“We want to create truly healthy, better-for-you beverages, but just do so in the same funny way that typically unhealthy brands get marketed,” Cessario said in an interview.
Without a doubt, Liquid Death’s unconventional approach to marketing and branding has paid off. The company has amassed a massive following on social media, with 5 million followers on TikTok and 2.9 million on Instagram. Leveraging his experience in viral campaigns for popular Netflix shows, Cessario has collaborated with influential figures like Travis Barker, Steve-O, and Bert Kreischer, all of whom have invested into the brand.
Breaking Down Barriers
Amongst its many achievements, Liquid Death has successfully shattered the stigma associated with nonalcoholic beverages in social settings. Holding a plain water bottle while everyone around you is enjoying alcoholic beverages can easily make one feel out of place. Liquid Death’s visually appealing packaging, modelled after beer cans, helps bridge that gap, making it more appealing for image-conscious consumers to choose nonalcoholic options.
Moreover, the brand’s main customer base lies within live entertainment-goers. Liquid Death has long been invested in by Live Nation, America’s biggest live-event company. Michael Rapino, Live Nation’s CEO, affirmed the power of their alliance, stating, “That’s proven to be a powerhouse combination as water sales continue increasing across our events, all while demand for Liquid Death is skyrocketing in other sectors as well.”
Embracing the Sober Trend
As the sober or “straight-edge” consumer movement gains momentum, Liquid Death is leveraging the market opportunities. Expanding into sparkling water and iced tea, the brand is capturing the attention of those seeking alternatives to alcohol. Liquid Death’s ability to adapt and market itself as a healthy party beverage fills a void in a market previously dominated by traditional drink choices.
“I think Liquid Death in many ways can be considered a non-alc play, building on the ‘sober curious’ trend where consumers are drinking less alcohol and seeking out more alternatives,” explained Avery.
According to Dan Buckstaff, Chief Marketing Officer of SPINS, Liquid Death’s broadening appeal positions it to challenge the water market, as well as the beer and nonalcoholic drink market. By cleverly packaging their product, emphasizing recyclability, and applying marketing strategies that resonate with the evolving consumer palate, Liquid Death is on a mission to revolutionize the beverage industry.
This article was originally published on RespectedNewsOutlet.com.
