From $0 to $1.4B: How 'Liquid Death' Turned Water into Liquid Gold

Welcome back, curious soul.

Ever wondered how water could become the ultimate rebel in the beverage aisle? Picture this: a canned water brand sporting a skull logo, currently valued at $1.4 Bn. Mind=blown, right? 🤯.

Today we're diving headfirst into the audacious world of premium packaged water and the brand that's causing a tsunami in the industry.

In a world where sustainability meets shock value, the premium packaged water industry is having its moment. With consumers thirsting for products that align with their values (and Instagram feeds), this sector is bubbling up faster than you can say "death to plastic."

📈 Global bottled water market expected to reach $505.19 billion by 2028 (Source: Grand View Research)

💰 Liquid Death's retail sales hit $263 million in 2023 (Source: Retail Dive)

🌱 63% of consumers willing to pay more for sustainable packaging (Source: GlobalData)

Now, let's dive into the brand that's turning hydration into a headbanger's ball.

Enter Liquid Death, that says ‘Murder Your Thirst, Not the Planet 🌍’

The Rebel with a Cause

Founded in 2017 by Mike Cessario, a former graphic designer with a knack for viral marketing, Liquid Death isn't just selling water; it's selling a middle finger to the establishment. Their mission? To make people laugh, hydrate, and save the planet – all while looking cool AF 😎

Currently valued at a mind-blowing $1.4 billion, Liquid Death has become one of the fastest-growing water and iced tea brands globally. Not bad for a company selling what essentially falls from the sky, right?

The secret sauce?

• 🎸 Branding That Slays: With a name that sounds more Metallica than Evian, Liquid Death's edgy, metal-inspired branding stands out like anything in the boring water bottles’ isle at supermarkets.

• 🌿 Eco-Warrior in Disguise: By using "infinitely recyclable" aluminium cans and shouting "death to plastic," they've tapped into eco-conscious consumers without the preachy vibes.

• 🧙‍♀️ Social Media Sorcery: Their irreverent social media presence and viral marketing stunts – like paying a "witch" to hex a team at the Super Bowl or selling skateboards infused with Tony Hawk's blood– keep them constantly in the conversation.

• 📈 Distribution Domination: From Whole Foods to 7-Eleven, and now hitting UK shores in Tesco, they've secured prime shelf space faster than you can say "brutal." Sometimes, they even end up in the beer aisle by mistake – talk about happy accidents!

Lessons from the Death-Defying Water Brand

🤘Disrupt or Die: In a saturated market, don't be afraid to be the black sheep – or in this case, the grim reaper.

🤘Values with Volume: Sustainability is cool, but preaching isn't. Find ways to incorporate important values into your brand that make people head-bang, not yawn.

🤘Content is King, Virality is Queen: Create shareable, outrageous content that makes people say, "WTF?" in the best way possible.

🤘Expand Strategically: Liquid Death isn't resting on its laurels. They've moved from still water to sparkling water, iced tea, and even "Death Dust" – an electrolyte drink mix.

🤘Build a Lifestyle, Not Just a Product: As Megan Dorian, founder of Orange PR and Marketing, notes, "Liquid Death has effectively created a lifestyle brand rather than just a beverage." All big brands (Apple, Coca Cola, Starbucks..you name it) historically have followed this one rule to be where they are today.

Until next time..