From Thirst To Thrill, Canned Water Into A Billion-Dollar Phenomenon4 min read

A striking, slender can, with its distinctive, edgy aesthetic, is now a familiar sight in the hands of attendees at major live events across the EU and the USA. This cool, visually prominent beverage, often mistaken for an alcoholic or soda drink, is in fact Liquid Death – a canned water brand that has redefined hydration with its bold branding and commitment to sustainability.

Since its launch in 2017, the independently owned brand has rapidly gained popularity, recently securing a fresh round of investment that has pushed its valuation to $1.4 billion reportedly.

A Fast-Growing Beverage Brand

Liquid Death has reported $263 million in global sales, with its products now available in 113,000 retail locations across the U.S. and U.K. For three consecutive years, the brand has achieved triple-digit growth, making it the fastest-growing water and iced tea brand, according to data from market research group SPINS.

For many, the rapid success of a brand that sells only water might seem unusual – but that’s precisely what makes it stand out.

According to Brad Avery, a senior reporter at BevNET, Liquid Death’s appeal lies in its ability to break away from the conventional themes of bottled water marketing, which typically emphasize purity and superior hydration. Instead, it has positioned itself as a rebellious alternative, challenging the norms of the industry.

Selling Water Like Alcohol

Branding has played a pivotal role in Liquid Death’s rise. The name reflects the brand’s message of quenching thirst in an intense way while also advocating for environmental sustainability by promoting aluminum packaging over plastic.

Founder and CEO Mike Cessario emphasized that the company’s goal is to offer truly healthy beverages while using humor—an approach commonly seen in marketing for less healthy products like junk food and beer. He pointed out that many traditional marketing strategies have lost their entertainment value, leading people to pay for ad-free services. By adopting a satirical approach, Liquid Death pokes fun at corporate marketing while still delivering a product that resonates with consumers.

Read more: PepsiCo Seals $1.95 Billion Deal To Acquire Poppi, Expanding Its Functional Beverage Empire

A Digital-First Marketing Strategy

The brand has successfully built a strong social media presence, boasting 5 million followers on TikTok and 2.9 million on Instagram. Cessario, who has a background in viral marketing campaigns for Netflix hits like Stranger Things and House of Cards, has leveraged collaborations with high-profile personalities such as Blink-182 drummer Travis Barker, former Jackass star Steve-O, and comedian Bert Kreischer, the latter of whom has also become an investor.

Liquid Death’s TikTok content consistently garners high engagement, with one video reaching nearly 23 million views.

Changing the Social Perception of Non-Alcoholic Drinks

A significant part of Liquid Death’s appeal is its ability to remove the social stigma of choosing water over alcohol in social settings.

Avery explained that many people may feel self-conscious drinking plain bottled water in bars or at social gatherings where others are consuming beer or cocktails. Liquid Death eliminates that awkwardness by offering a non-alcoholic beverage in a can that resembles a beer, making it a more socially acceptable alternative for those who prioritize image.

The inspiration for this concept partly came from musicians who preferred drinking water on stage but would pour it into energy drink cans to avoid scrutiny or meet sponsorship requirements.

This unique positioning has made live events a key market for Liquid Death. One of its most notable investors, Live Nation, has backed the company for years and participated in its most recent funding round. Live Nation CEO Michael Rapino highlighted the brand’s strong connection with the live music industry, noting that Liquid Death continues to experience rising sales at concerts and events while simultaneously gaining momentum in other markets.

Tapping Into the “Sober Curious” Movement

Liquid Death has already expanded beyond still water, offering sparkling water and iced tea, aligning with the growing demand for non-alcoholic alternatives.

Avery pointed out that Liquid Death is benefiting from a broader movement where consumers are increasingly shifting away from alcohol and seeking healthier drink options.

According to Dan Buckstaff, Chief Marketing Officer at SPINS, Liquid Death is successfully pulling market share from both the water industry and the non-alcoholic beverage segment, thanks to its eco-friendly aluminum cans and bold marketing that resonates with modern consumers.

Cessario believes the company is addressing a gap in the market by offering a healthy beverage option suited for social and party environments, where alternatives are often limited. As consumer preferences continue to evolve, Liquid Death is well-positioned to redefine how people think about bottled water.

For more updates, be with Markedium.