Liquid Death is a brand of mountain water packaged in tallboy cans, promoting eco-friendly hydration and a rebellious, punk-inspired image.
Liquid Death has become a billion-dollar beverage brand by turning bottled water marketing on its head. With its heavy metal-inspired branding and commitment to sustainability, this canned water company has disrupted the beverage industry.
What Exactly Is Liquid Death?
Liquid Death is premium mountain water packaged in aluminum cans rather than plastic bottles. Founded in 2017 by Mike Cessario, the brand has grown into a cultural phenomenon with its unconventional approach to water marketing.
The Product Lineup
- Still Mountain Water (original)
- Sparkling Water
- Flavored Sparkling Waters: Mango Chainsaw, Severed Lime, Convicted Melon, Berry It Alive
- Iced Teas: Grim Leafer, Rest in Peach, Dead Billionaire
Why Liquid Death Stands Out
Disruptive Branding
Liquid Death’s marketing completely subverts traditional bottled water tropes. Instead of purity and hydration, they embrace heavy metal aesthetics with slogans like “Murder Your Thirst” and “Death to Plastic.” This edgy approach has resonated with consumers tired of corporate marketing.
Sustainability Focus
The aluminum cans are infinitely recyclable, addressing growing consumer concerns about plastic pollution. The company donates a portion of proceeds to environmental causes fighting plastic waste.
Social Media Savvy
With 5 million TikTok followers and viral campaigns featuring celebrities like Travis Barker, Liquid Death has built an engaged online community. Their humorous, anti-corporate content regularly racks up millions of views.
Liquid Death’s Rapid Growth
| Year | Milestone |
|---|---|
| 2017 | Company founded |
| 2019 | First consumer sales |
| 2020 | $23 million Series B funding |
| 2024 | $1.4 billion valuation |
The brand has achieved triple-digit growth for three consecutive years, becoming the fastest-growing water and iced tea brand according to market research firm SPINS.
Who Drinks Liquid Death?
The Sober Curious
With its beer-can aesthetic, Liquid Death appeals to those reducing alcohol consumption. It provides a socially acceptable alternative in drinking situations.
Live Music Fans
The brand has strong ties to the music scene, with Live Nation as an investor. Many artists and concertgoers prefer it over plastic water bottles.
Health-Conscious Consumers
Unlike sugary alternatives, Liquid Death offers a healthy hydration option. Their teas contain just 30mg of caffeine and are sweetened with agave nectar.
Where to Find Liquid Death
The brand is now available in 113,000 retail locations across the U.S. and U.K., including major chains like Whole Foods and Target. You can also purchase directly from their website.
The Future of Liquid Death
With its recent $1.4 billion valuation, Liquid Death shows no signs of slowing down. The company continues to expand its product line while maintaining its core mission of “murdering plastic pollution.” As consumer preferences shift toward sustainable packaging and sober alternatives, Liquid Death is well-positioned to capitalize on these trends.
For those interested in beverage alternatives, check out our guide to the best blenders for mixed drinks or explore juicing options for apples.
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