Liquid Death | Murder Your Thirst
Liquid Death lives up to its bold name with a daring approach to marketing that has shaken up the beverage industry. With taglines like “Murder Your Thirst” and “Death To Plastic,” the brand sets itself apart with a non-traditional, fearless image. The company’s mission is to encourage people to drink healthier beverages more often and to reduce plastic pollution by using aluminum cans instead of plastic bottles.
What Products Does Liquid Death Offer?
Liquid Death first made waves by canned water. Since then, they’ve significantly expanded their product line to meet diverse consumer needs. Liquid Death now offers four main product lines: Mountain Water, Flavored Sparkling Water, Iced Tea, and (Electrolyte) Death Dust.
Mountain Water:
- First and most basic product, offering clean and refreshing water in a can
- Water sourced from an artesian aquifer in Virginia, providing a pure and natural taste.
- Liquid Death transparently posts their Water Quality Report on their website, ensuring quality and safety.
- Packaged in 500ml aluminum cans, making it easy to carry and recycle.
- Liquid Death Mountain Water Price: A 8-pack(19.2oz cans) at $10.67 on Amazon.com
Flavored Sparkling Water:
- Carbonation and various flavors added to mountain water, creating a unique and intense taste experience.
- Flavors include Severed Lime, Mango Chainsaw, and Berry It Alive.
- Made with natural flavors and no sugar, offering a healthy choice.
- Liquid Death Sparkling Water Price: A 8-pack(19.2oz cans) at $11.33 on Amazon.com
Iced Tea:
- Made from high-quality tea leaves, providing a natural and rich flavor
- Available flavors include Black Tea, Green Tea, and Peach Tea
- Made with natural ingredients and low in calories
- Liquid Death Iced Tea Price: A 8-pack(19.2oz cans) at $13.24 on Amazon.com
Death Dust:
- Electrolyte drink mix(powder) available in flavors like Severed Lime, Mango Chainsaw, and Convicted Melon.
- Great for post-workout hydration, Conveniently packaged for on-the-go use
- Each packet contains 35 calories, 5 essential vitamins, 300mg of sodium, 200mg of potassium, and 40mg of magnesium.
- Lightly sweetened with cane sugar and dextrose
- Death Dust Price: A 12-stick pack at $15.33 on Amazon.com
Where To Buy Liquid Death
Liquid Death products are widely available through various channels like Amazon, GoPuff, Uber Eats, and DoorDash, as well as in offline stores like Whole Foods Market, Walmart, Target, Kroger, Food Lion and 7-Eleven. The Liquid Death Sparkling Variety 12oz 24-pack is being supplied exclusively at Costco. If needed, please check the “Where to Buy” or “Costco12oz” section on the Liquid Death website.
What Makes Liquid Death Different? Why Is It So Popular?
Liquid Death catches attention with its strong brand identity and environmental consciousness. Here are a few reasons why it’s so popular:
- Unique Brand Identity:
The bold name and daring marketing campaigns draw attention and create a memorable image. Their “evil mission” to make people laugh while choosing healthier drinks and reducing plastic pollution is engaging. - Eco-Friendly Packaging:
By using aluminum cans, which are easier to recycle than plastic bottles, Liquid Death positions itself as an environmentally responsible choice. This mix of humor, health, and environmental awareness resonates especially well with younger consumers. - Product Quality and Variety:
Consumers have positive reviews about the taste and quality of the water. Their flavored sparkling water and iced tea are particularly popular. - Strategic Distribution:
Liquid Death’s products are widely available through various online platforms and offline retail stores, making them easily accessible to consumers.
What Are Liquid Death’s Growth Rate and Company Value?
US Bottled Water Market Growth
The U.S. bottled water market is growing rapidly, driven by increased consumer interest in health and wellness. There is a high demand for purified and functional waters (like those with added vitamins and minerals). This growth provides a solid foundation for innovative brands like Liquid Death to succeed.
Liquid Death’s Sales Growth
In 2023, Liquid Death reported $263 million in retail sales. The company has seen triple-digit growth for three consecutive years, according to a RETAIL DIVE article. However, a Forbes article from early 2023 noted that the company was not yet profitable.
Liquid Death’s Company Valuation
Liquid Death closed a $67 million financing round, valuing the company at $1.4 billion. The funds will be used to expand distribution nationally to meet demand and accelerate product innovation.
Future Outlook
Liquid Death is seen as a company with high growth potential. They are preparing for an IPO with the help of Goldman Sachs, aiming to raise more capital and strengthen their market position. Last year, they said they were preparing for an IPO this spring, but there has been no news yet.
Recently they appointed Stephen Ballard, former executive at White Claw, as Chief Commercial Officer to oversee field sales, distribution, national accounts, and international expansion.
Can We Invest in Liquid Death?
Currently, Liquid Death remains a private company, so we will have to wait for their IPO. Accredited investors might be able to purchase pre-IPO shares on platforms like EquityZen or Forge Global.
Keep an eye on this innovative brand as it continues to shake up the beverage industry until the day it goes public!
*References: LiquidDeath, Forbes, RetailDive , TheMotleyFool