Liquid Death’s Ascendance in the Bottled Water Market
MIAMI, FLORIDA – DECEMBER 08: An up-close glimpse of Liquid Death during the Flex Basel Party, presented by Passes and Quantum, on December 08, 2023, in Miami, Florida.
Liquid Death, the innovative canned water enterprise, has achieved remarkable success, boasting a valuation of $1.4 billion as of 2024. An article from ainvest.com attributes much of this triumph to the brand’s distinctive marketing approach, which starkly contrasts the conventional tactics employed by most corporations.
This avant-garde marketing strategy has rendered Liquid Death particularly alluring to Gen-Z consumers. Mike Cessario, both the founder and CEO, spearheads the brand’s distinctive vision. The focus of the latest discourse predominantly centers on the brand’s synergistic partnerships. Although trademarked in 2017, the product officially made its debut two years later.
No. You’re not dreaming. We made a low-calorie sparkling water that tastes exactly like a bowl of Fruity Pebbles and milk. Once this limited edition flavor is sold out, it’s gone forever. Get it on Amazon now: https://t.co/6G6YaYL0t1 pic.twitter.com/O7EVzT6Pp2
— Liquid Death (@LiquidDeath) July 18, 2025
In 2021, Liquid Death forged an exclusive partnership with Live Nation, making its cans the sole refreshment available at numerous music events. Two years later, in 2023, the brand collaborated with the United Kingdom’s Download Festival, witnessing a notable surge in water consumption compared to the previous year.
Ainvest.com notes that while the marketing expenditures of comparable brands hover around 20-30%, Liquid Death manages to sustain significantly lower costs, approximately 12%.
Delving Deeper into Liquid Death
Operating from its Los Angeles headquarters, Liquid Death commenced online sales in January 2019 and now boasts over ten unique flavors. Dan Murphy, Senior Vice President of Marketing, shared with Marketing Brew:
“They perceive us as a sort of Saturday Night Live stage… We’re immersing ourselves in the Liquid Death realm to engage a new audience.”
Murphy elaborated that numerous brands are eager to partner with Liquid Death. As previously highlighted, the brand enjoys a robust social media footprint. Reports from Fortune, dated August 18, 2025, revealed that Liquid Death has amassed over 7 million followers on both Instagram and TikTok. Describing the brand as an “influencer,” Murphy remarked:
“We concluded [2024] with over 30 billion [earned media impressions], an impressive figure achieved with a budget of—I mean every production dollar, every talent fee—under $2 million.”
Noteworthy celebrity investors harvesting attention include Josh Brolin, DeAndre Hopkins, Tony Hawk, and Wiz Khalifa, according to sacra.com.
Ozzy Osbourne is 1 of 1. But we’re selling his actual DNA so you can recycle him forever. Yes, we really got him to drink from cans of our low-calorie Iced Tea. In the process, he left behind DNA from his saliva that you can now own. Only 10 available to buy:… pic.twitter.com/aOqqrwbMwV
— Liquid Death (@LiquidDeath) June 17, 2025
The brand recently garnered attention for its collaboration with the late Ozzy Osbourne, the iconic frontman of Black Sabbath. This partnership unveiled a limited series of iced tea cans, uniquely infused with traces of Osbourne’s DNA.
Named “Infinite Ozzy,” this unconventional series sparked curiosity among consumers on social media regarding its collectible nature. During this promotion, Andy Pearson, Vice President of Creative at Liquid Death, remarked to USA Today on the enjoyable collaboration with Osbourne.
The brand’s success is predominantly ascribed to its unconventional marketing strategies.
Source link: Primetimer.com.
