Liquid Death, Murder & Sustainability

Water is similar from one bottle to the next. The latest industry disrupter is Liquid Death. They have rebranded their water to align with those similar to beer containers, opting for a great sober solution in bars and venues. Their tagline, "Murder Your Thirst," is unlike any water company.

The company launched in 2019 and serves its bottles in tall-boy cans similar to beer and other alcoholic drinks. The cool marketing and conversation starter are just a few reasons people have gravitated towards the drink. Also, drinking from a can is better than drinking from plastics. Their founder shared that they initially struggled to get the drink into stores like Whole Foods due to the name and potential misconceptions that it could be "deadly." However, they took a chance on the small company in 2020 and have seen great success in venues, grocery stores, and bars.

They also have a vital sustainability component to the company, as they say, "all while helping kill plastic pollution." While the company loves a play on words and to have fun with its slogans, it also has a more profound mission to reduce waste.

Since their conception, they have expanded to also producing iced teas, clothing, and accessories, leaning into the mantra "don't be scared, it is just water." Companies need to be less afraid of completely breaking down the norms in marketing and taking a risk, sometimes, to disrupt their industry.

While they have maintained success, they enjoy focusing on the deadly impacts of plastic use and showcasing how water is not that scary, even if it comes from a can with a skull on it.

References

Avery, B. (2020). Liquid Death Supports Bands and Bartenders Digital Photo. https://www.bevnet.com/news/2020/brands-give-back-roundup-liquid-death-supports-bands-and-bartenders-ocean-spray-announces-raises

Liquid Death. (2023, September 15). Home. https://liquiddeath.com/