Drinking Water is a Vibe

This company is changing the way we drink water

March 19, 2025

Let’s talk about canned water… Is it boujee? Or is it Bad*ss?

Liquid Death, a canned water brand founded in 2017, has experienced remarkable growth, leveraging unique branding and marketing strategies to appeal to a younger, environmentally conscious audience.

Financial Performance and Valuation

  • 2023 Sales: The company reported $263 million in retail sales across 113,000 retail outlets in the U.S. and U.K., marking triple-digit growth for the third consecutive year.

  • Valuation: In March 2024, Liquid Death secured $67 million in funding, elevating it’s valuation to $1.4 billion.

Product Expansion and Market Presence

  • Product Line: Initially offering canned water, the brand expanded to iced teas and flavored sparkling water, with the iced tea line becoming the second-largest ready-to-drink tea on Amazon shortly after launch.

  • Retail Expansion: Liquid Death's products are now available in over 100,000 stores worldwide, including major retailers like Target, Whole Foods, and 7-Eleven.

Brand Recognition and Consumer Engagement

  • Amazon Sales: The brand ranks among the top-selling water brands on Amazon, underscoring its significant online presence.

  • Consumer Interest: Purchase consideration among U.S. adults increased from 2.5% in 2022 to 5.5% in 2024, with younger demographics (18-49 years old) leading discussions about the brand.

Liquid Death's marketing strategy centers on edgy, irreverent campaigns that resonate with Gen Z and Millennial consumers. The brand's commitment to sustainability, including the use of aluminum cans to reduce plastic waste, aligns with the values of its target audience.

Drink on the job… Legally?

Overall, Liquid Death's innovative approach to branding, product expansion, and consumer engagement has positioned it as a significant player in the beverage industry.

We hope you enjoyed today’s letter.

Sincerely,

The Velvet Steel Team