![]() ![]() Liquid Death’s popularity recalls the La Croix madness of the mid-2010s, which also began, as Vox reported, online. “I feel that they actually care about sustainability and don’t just use it as an advertising point,” Rojas confirms. Andrea Hernandez, a food and beverage brand expert and founder of Snaxshot, points out a beverage brand's sustainability message can be a major sticking point for young audiences. ![]() Whereas many water brands use ecologically damaging plastics that clog our oceans with a glut of microplastics, Liquid Death’s aluminum cans can be recycled an infinite number of times. Liquid Death is the third best-selling carbonated water brand on Amazon and its most recent round of funding has bolstered the company's valuation to a staggering $700 million.Īpart from its marketing, Liquid Death has another competitive advantage: sustainability. Others have gone so far as to tattoo the brand logo on their body, making a reality out of what I can only assume has been every CMO’s dream for the past decade. Since the brand’s first sold can in 2019, more than 225,000 people have “legally sold their souls” to the Liquid Death Country Club, a membership program that allows patrons early access to merch drops and live events, according to a spokesperson for the company. The fandom has helped catapult Liquid Death to more than just a highly branded can of water-it’s a way of life. Circa 2015, La Croix had an absolute chokehold on millennials, but today, it seems like Liquid Death has taken up its mantle as the drink of a generation. According to the company, a quarter of its consumers are between 18 and 25 years old. “Half of my wall is filled with liquid death cans help,” reads another. “Bro liquid death is honestly some good water,” reads a comment on one of the brand’s recent TikTok videos. ![]() Its TikTok account is the most followed beverage brand in the US on the platform, at 2.9 million followers, while its Instagram boasts 1.3 million. The punky, counterculture drink, sized like a tall boy and adorned with a melting skull, has drawn droves of fans on social media. “The logo, the names they have for their flavored waters, and even the tagline, ‘Murder your thirst.’”įor Gen Z water connoisseurs, Liquid Death has become a cult favorite. For Lange, her love for the canned water isn’t just about the flavor or carbonation. “One to drink on the way, and one to drink at work,” the 23 year old says. She usually picks up a couple cans at a gas station on the way to work, too. Gillian Lange, a bartender from central Illinois, just ordered a twelve pack of Liquid Death to her house. ![]()
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