Liquid Death, one of our favorite mineral water brands, was just valued at $700 million after just three years in business, and said it’s on track to mark $130 million in sales this year, up from $45 million in 2021. This makes it one of the fastest growing startups of the past few years, proving once and for all that people love fancy water in special cans.
Liquid Death’s Secret to Success? Making Healthy Drinks Cool Again
Liquid Death Co-Founder and CEO Mike Cessario, over email, noted a few key elements of the success of Liquid Death’s brand. One major bet that’s clearly paid off? That folks would crave a healthy drink with a sense of humor attached.
“Typically, the health and sustainability spaces left all the fun to unhealthy options like beer or energy drinks. By producing comedy and entertainment, we’re building a platform for healthy beverages through our brand,” said Cessario.
“No one expects a can of Liquid Death to be a drink that’s good for you. The whole idea of Liquid Death – its name, the fact that it’s a healthy drink, and how it looks – creates a social interaction where you can go anywhere and a Liquid Death can will start up a conversation. The brand brings healthy beverages into new occasions that were previously dominated by alcohol like parties, festivals, bars and more.”
Liquid Death: The Ultimate Social Lubricant
As we wrote about in our Liquid Death water review, the brand does provide much more than crisp, refreshing water in those cans. They give folks who prefer not to drink a more socially-palatable beverage to hold than a bottle of water. You can look cool while staying hydrated, without feeling self-conscious that you’re the only person not holding something with a fun, colorful label.
The brand also uses aluminum cans for their water, a material that’s infinitely recyclable, drawing even more appeal to their products from environmentally-conscious younger generations.
Liquid Death expanded their beverage lineup earlier this year with unique flavors like Berry It Alive, Mango Chainsaw and Severed Lime, in addition to their regular and sparkling waters.
“We started with still mountain water in 2019 and have since expanded into plain sparkling and sparkling flavors like Severed Lime, Mango Chainsaw and Berry It Alive. We are the only water brand that’s launched top selling products across the still, plain sparkling, and flavored sparkling categories and are currently the #1 still water and # 2 sparkling water on Amazon,” said Cessario.
When asked about the future of the brand, Cessario clarified that they’re not just about water. “At the end of the day, we’re a beverage company, not just a water brand. We’re looking into how we as a company can make healthy beverages more fun, accessible, and most importantly acceptable to drink on every occasion.”
SPY’s Favorite Liquid Death Beverages
Liquid Death Sparkling Water 16.9 oz. Tallboys 12-Pack
Liquid Death Sparkling Water – Severed Lime, 16.9 oz. Tallboys 12-Pack