Liquid Death

Overview

Liquid Death is a Los Angeles-based canned water company known for its unique marketing approach and distinctive branding. The company was founded in 2017 by Mike Cessario, a former Netflix creative director. Liquid Death packages its mountain water in aluminum "tallboy" cans, aiming to compete with traditional bottled water brands by appealing to environmentally conscious consumers with its "Death to Plastic" ethos. As of 2024, Liquid Death has raised over $267 million in funding and achieved a valuation of approximately $1.4 billion. The company is noted for its rapid expansion and strong social media presence.

Recent Developments

March 11, 2024: Liquid Death closed a $67 million funding round, raising its valuation to $1.4 billion. The company plans to use these funds to expand its distribution and accelerate product innovation, including flavored sparkling water and iced tea.
May 28, 2024: Liquid Death's marketing strategies have become a focal point, with a campaign involving the giveaway of a jet, generating significant media buzz and brand visibility, particularly appealing to Generation Z consumers.
June 2024: The company engaged in a unique marketing initiative by auctioning ad space on over 500,000 cases, with the auction's winning bid coming from Coinbase for over $500,000.
July 2024: Liquid Death partnered with Ozzy Osbourne to launch an ad campaign discouraging the misuse of its products, particularly its electrolyte drink mix "Death Dust."
August 2024: The brand maintained a strong social media presence with over 8.9 million followers across TikTok and Instagram. Liquid Death continues to leverage its edgy brand image to reach wider audiences.

Attribute	Information
Founding Date	2017
Headquarters	Los Angeles, California
Founders	Mike Cessario
Revenue	$263 million (2023)
Profits	Not disclosed
Key Investors	Live Nation Entertainment, Josh Brolin, DeAndre Hopkins, Machine Gun Kelly
Industry	Beverage
Number of Employees	Approximately 347

Early History

Liquid Death was founded in 2017 by Mike Cessario, inspired by the notion of packaging water in an edgy manner akin to energy drinks. Cessario, leveraging his background in marketing and graphic design, aimed to upend traditional perceptions of bottled water by creating a brand that resonated with concert-goers and environmentally-conscious consumers. The initial idea was conceived after Cessario observed that musicians at concerts often opted for water in energy drink cans to maintain stage presence. The company launched its first product in January 2019, quickly gaining traction among young consumers for its unique branding and environmental messaging.

Company Profile and Achievements

Liquid Death has positioned itself as a major player in the canned water market by employing unconventional marketing techniques. Its branding emphasizes humor, irreverence, and a commitment to sustainability. Among its notable achievements:

2019: Launch of the first water product targeting the millennial and Gen-Z demographics, combining the appeal of concert culture with an environmental message.
2022: Raised a Series D funding round, valuing the company at $700 million.
2023-2024: Achieved triple-digit growth in retail presence across the United States and the United Kingdom, reflecting the brand's ability to resonate with young consumers.
2024: Ranked as the third most-followed beverage brand on social media platforms like TikTok and Instagram.
Brand Extensions: Introduced new products including flavored sparkling water and Death Dust, an electrolyte drink mix, thereby expanding its product line and catering to health-conscious consumers.

Current Operations and Market Position

As of 2024, Liquid Death continues to grow its market presence by expanding its distribution channels across North America and Europe. The brand has carved out a niche in the beverage industry, primarily with its variety of water flavors and the recent addition of iced tea products. Liquid Death's strategic marketing tactics have allowed it to capture a significant share of the canned water market. The company is known for its strong brand identity, combining environmental consciousness with a rebellious marketing style, differentiating itself from traditional bottled water brands. The brand's continued engagement with social media and partnerships with cultural icons further solidify its position as a leading name among younger consumers.

Liquid Death Ingredients

Liquid Death offers a range of products that primarily include mountain water, sparkling flavored water, and iced teas. Their canned water is known for maintaining natural electrolytes and minerals, contributing to a refreshing taste. The company markets its products as free from sugar and artificial flavors, positioning them as a healthier alternative to other beverages.

Liquid Death Flavors

Liquid Death's product lineup includes a variety of flavors that appeal to different taste preferences. Notable flavors offered by Liquid Death include Severed Lime, Mango Chainsaw, and Convicted Melon. These flavored waters maintain the brand's edgy theme and are designed to deliver a vibrant taste experience without compromising on health benefits.

Liquid Death Founder

Mike Cessario, the founder of Liquid Death, is a former Netflix creative director who specializes in marketing strategies that marry entertainment with consumer products. Cessario aimed to disrupt the traditional beverage industry by combining unique branding with environmental goals. His focus on creating a brand that resonates with younger audiences has been pivotal in Liquid Death's success.

Conclusion

Liquid Death has solidified its stature in the beverage industry with its forward-thinking marketing, commitment to environmental sustainability, and product innovation. By pushing the boundaries of conventional advertising, the brand has captured the attention of younger generations looking for authentic and rebellious alternatives to traditional bottled water. As Liquid Death continues to expand its product offerings and global footprint, it is poised to maintain its momentum and influence as a leader in the beverage market.