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Overview
Liquid Death sells non-alcoholic beverages—water, flavored sparkling water, and iced teas—packed in infinitely recyclable aluminum cans. It combines straightforward products with bold, counter-culture branding and a sustainability message (Death to Plastic) to appeal to younger consumers. The company distributes through direct-to-consumer, Amazon wholesale, and tens of thousands of retail locations, supported by high-profile partnerships (e.g., Live Nation) to boost visibility. Its goal is to grow into a leading canned-water and beverage brand by reaching Millennials and Gen Z with an entertaining, sustainability-focused approach while reducing plastic waste.
About Liquid Death
Industries
Food & Agriculture
Consumer Goods
Entertainment
Company Size
201-500
Company Stage
Late Stage VC
Total Funding
$268.2M
Headquarters
Santa Monica, California
Founded
2017
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Simplify's Take
What believers are saying
- Liquid Death launched Pop-Tarts Carnage iced tea in April 2026, widening household penetration.
- e.l.f.'s January 2026 Lip Embalms sold through TikTok Shop, proving licensing monetization.
- The August 18, 2026 pee-for-AI-data-centers campaign keeps social attention cheap and massive.
What critics are saying
- Death Wish Coffee sued on October 7, 2025, targeting Liquid Death's coffee trademarks.
- January 2026 energy drinks collide with Red Bull, Celsius, and Alani Nu shelf wars.
- Brand-fatigue ends the gimmick; without viral creative, water reverts to low-margin commodity.
What makes Liquid Death unique
- Liquid Death sells hydration through comedy, not wellness clichés, building rare cultural recall.
- Its licensing engine now spans e.l.f., Pop-Tarts, Spotify, and Goodwipes collaborations.
- Big Geyser expanded New York distribution in October 2025, reinforcing national retail reach.
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Funding
Total Funding
$268.2M
Above
Industry Average
Funded Over
8 Rounds
Benefits
Health Insurance
Dental Insurance
Vision Insurance
Life Insurance
Disability Insurance
401(k) Retirement Plan
401(k) Company Match
Wellness Program
Paid Vacation
Unlimited Paid Time Off
Pet Insurance
Travel Assistance
Growth & Insights and Company News
6 month growth
↑ 0%1 year growth
↑ 1%2 year growth
↑ 0%Liquid Death and Garage Beer take on AI data centers - with pee. The challenger brands known for disruptive marketing teamed up with Jason Kelce to make a peculiar ask of consumers who are united in their opposition to data center construction. Published Aug. 18, 2026 A new battlefront has opened up in the war around artificial intelligence: Where will the massive data centers be built that are needed to run AI? A new collaboration between Liquid Death and Garage Beer seeks to address the need for data centers to consume up to 5 million gallons of water a day to cool their servers - albeit with marketing that employs a crude sense of humor. AI technology has already been in the crosshairs for how it affects the spread of misinformation, alters the workforce and reshapes industries like advertising. For a majority of Americans, the question of where to build data centers is also a hot topic, and one many would answer: "Not in my backyard." More than seven in 10 people opposed constructing AI data centers in their area, with nearly half strongly opposed, according to a Gallup poll. Tapping into that opposition, Liquid Death and Garage Beer on Tuesday released a music video that opens with NFL legend and Garage Beer co-owner Jason Kelce relieving himself into a jar as he explains the AI data center cooling issue. In the 90-second clip, Kelce then walks outside and is joined by Liquid Death's Murder Man mascot and dozens of characters who carry containers of pee and sing a song with the chorus, "We want your pee, please give us your pee, let's pee on computers, together, to save humanity." The video also promotes a "Coolant Collector" product and encourages consumers to send their pee to an AI data center of their choice. It will run, with paid support, on the brand's social channels and on connected TV. The partnership began as an opportunity to co-package Liquid Death and Garage Beer in retail settings, but soon outgrew its retail ambitions. "We have a lot of affinity for what those guys are doing: they're doing comedy, and they're also an indie trying to break into the mainstream," said Andy Pearson, Liquid Death's vice president of creative. "We're positioning our energy drink as a light beer of energy - it's fewer calories, it's lighter, it's more drinkable - so that was the strategy." When developing creative, Liquid Death will convene a writer's room that includes outside comedians and writers. Comedian Sabrina Jalees came up with the original data center idea, which was later repurposed for the collaborative campaign. "When you look at the data, it is literally the one thing that unites all Americans right now, across the spectrum," Pearson said. Liquid Death previously ran a campaign that featured Kylie Kelce, a media personality and Jason's wife, and Jason has released several Christmas albums, making the gregarious podcaster and spokesperson a perfect fit for an effort the brands did not want to come off as preachy. When writing the lyrics, the team looked at times "when people felt like they could save the world with a song," like '80s benefits Live Aid or Hands Across America, Pearson said. Audio company Butter composed the music. "Garage Beer and Liquid Death share a similar sense of humor and approach to marketing," Garage Beer CEO Andy Sauer said in a statement. "The partnership felt natural from the start, and the video gave us a chance to bring both brands' personalities together in a way that was fun, unexpected and very us."
Untapping licensing opportunities for water brands. By Mark Seavy Bottled and canned water brands are finding themselves at the confluence of several trends in the health and wellness space, including a focus on better for you ingredients and a move away from microplastics. Yet the market is relatively untapped for licensing. PepsiCo's Aquafina, which launched in 1994, has found its way into licensed lip balms and cosmetics. Danone, which acquired the Evian brand as BSN Group in 1970, launched a collaboration with fashion brand Balmain that produced a co-branded glass bottle and couture gown in 2022. And Liquid Death has been focused on expanding its brand, recently taking booth space at Licensing Expo in Las Vegas and signing deals for a range of products, including cosmetic face masks with ESW Beauty. Yet outbound licensing for bottled water has to some extent been flat despite a global market that was valued at $378 billion in 2025, according to Straits Research. The Asia Pacific region accounts for 43% of sales, and the market is projected to grow to as much as $498 - $725 billion by 2034, depending on the firm making the forecast. Part of the reason for that broad forecast is the wide range of brands. Private label, for example, accounts for about 25% of bottled water sales at U.S. grocery, according to analysts. Coca-Cola Co.'s Smartwater, which it acquired in buying Energy Brands in 2007, has the top U.S. market share followed by Primo Water Corp.'s Poland Spring and Pure Life labels as well as PepsiCo's Aquafina, according to research firm Statista. Coca-Cola also launched Dasani in 1999 to rival PepsiCo's Aquafina, which has been a sponsor at many sporting events. Primo (Mountain Valley, Saratoga, Chrystal Springs) itself merged with private equity-owned BlueTriton (Poland Spring, Deer Park) in 2024. And this doesn't include dozens of other brands that have recently emerged as the water market evolved to also include "functional beverages" with electrolytes and other minerals like Unilever's Liquid I.V. (powder) and All Market Inc.'s Vita Coco (coconut water). "We compete in an attractive category and continue to benefit from strong tailwinds in health and wellness and hydration," said Eric Foss, CEO of Primo. "It's highly penetrated, frequently purchased, and among the fastest-growing categories within liquid refreshment beverages." In addition to that high penetration (per capita consumption was 47 gallons in 2024 and consumption expanded 4% between 2021 and 2022), the bottled water market has also produced a new round of luxury brands that are focused on a more niche consumer demographic. That is a category once home to Evian, Perrier, and others, but that is now being filled by the likes of Loonen, a brand that hits lifestyle marks by being bottled at a spring in Southern California with stainless steel filtration as well as boasting natural minerals like Celtic sea salt, magnesium, potassium, and calcium. Loonen is packaged in a glass carafe, which can be recycled, and its upscale design has been captured in photos posted to social media by the likes of pop star Dua Lipa and reality TV star Lisa Rinna. Similarly, The Wonderful Co.'s Fiji brand stood out due to its square container while Mountain Valley's green glass has been popular with the likes of rapper Jay-Z and actress Gweneth Paltrow. Additionally, alkaline-based water and other luxury brands like One Water Global and Litewater have recently shared space at fashion shows. "Once plain water became suspect, it became a category you could charge a premium to solve," Jenna Movsowitz, co-founder of Substack newsletter Express Checkout, told the Wall Street Journal. Yet that premium, especially for licensing, also takes some brand building. ESW, for example, signed with Liquid Death both for its widely known brand and the fact that it was water, a core ingredient in a hydration mask, said Francesca O'Donnell, Head of Sales at ESW. "It made complete sense because it already had the element we needed and a brand name that was widely recognized, which would give us more exposure," O'Donnell said. "That is really the key to expanding your brand's reach at a relatively low marketing cost."
Murder your bathroom: Liquid Death partners with Goodwipes for sCream Soda flushables. August 11, 2026 Filed under * Liquid Death collaborated with Goodwipes for a limited-edition flushable wipe inspired by the beverage company's sCream Soda flavor. * Goodwipes and Liquid Death are also giving away a "buttler" personal butt-wiping service to one lucky winner. It can be exhausting to keep up with Liquid Death's rapid-fire collaborations. Its latest partnership, however, seems like an unlikely pairing, one that follows you into a place where everyone can escape and take a brief respite from the rest of the world. The bathroom.
Murder your thirst and measure everything. Tuesday, August 11th, 2026 - 6:00 am A podcast interview with Benoit Vatere Chief Media & Digital Commerce Officer Liquid Death is all jokes and dark humor on the surface, but the canned water brand's chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. And that's because Liquid Death, like all CPG brands, is dealing with one of the gnarliest problems in marketing: proving that media actually moves product off of shelves. Although Vatere has "digital commerce" in his title, he'll be the first to admit that most CPG sales still happen at the register, not online - and it's not like you can put a pixel on a tall boy of water. For Liquid Death, measuring success means looking beyond channel-specific dashboards and trying to understand how the full media mix across formats and platforms is reflected in sales data. For example, who cares about return on ad spend if there's no causal lift in the number of cans sold? It's not that Vatere straight-up ignores ROAS, but he believes there's no point in considering it in isolation. It has to be connected to another metric in order to mean anything. "I track it attached to the new-to-brand metric," he says on this week's episode of AdExchanger Talks, "because, combined together, it's a very good proxy into incrementality... [but] if it's ROAS on its own, I don't even pay attention. I don't look at it at all." Vatere's focus on incrementality also shapes how he thinks about loyalty. In CPG, most people bounce between multiple brands without thinking too hard about it, especially for something as basic as water. People "are just not loyal" to CPG brands, Vatere says. In fact, he adds, most big soda companies generate more than 50% of their revenue from people who only buy a couple of times a year. That's why Vatere says he cares more about marketing to light and lapsed customers than to Liquid Death's smaller base of passionate existing fans. The brand love is real - Liquid Death has people willing to get its logo tattooed on their bodies, and not a lot of brands can say that - but superfans aren't what drive growth. "In order to be a billion-dollar brand," Vatere says, "you need to get the people that are not that heavy and committed." Also in this episode: the delicate dance between paid and earned when your ad creative is so fun it generates its own headlines; Liquid Death's partnership with performance marketing platform Ibotta to run always-on incrementality testing; and why agentic AI could turn grocery shopping into a three-way negotiation between people, brands and bots. Tagged in:
New beverages: Waterloo refreshes, liquid Death x Feastables, more protein. 00:00 / 06:52 Waterloo Sparkling Water unveiled its new brand identity this week, taking a simpler approach to its can design. The Austin, Texas-based brand has enlarged its fruit imagery, added blocked colors for its various flavors and removed some of the design flourishes in its logo. For more information, visit drinkwaterloo.com. The RTD coffee brand from Red Hot Chili Peppers frontman Anthony Kiedis has peppered its portfolio with three new flavors: Hazelnut, Salted Caramel and Red Velvet. Each 8 oz. slim can is gluten-free and dairy-free, containing oat milk and no artificial flavors or concentrates. All three flavors are 120 calories with 10 to 14 grams of sugar and contain 188 mg of caffeine. Learn more at jolenecoffe.com. It's only August, but Starbucks is celebrating pumpkin spice season early- and this time without sugar. The RTD category leader is launching a zero-sugar Pumpkin Spice Frappuccino, part of a pumpkin-powered innovation wave that also includes Starbucks Doubleshot Energy Pumpkin Spice and Starbucks Pumpkin Spice Crema Collection Premium Instant. You can read more about the brand's at-home line at starbucks.com. BellRing Brands-owned Dymatize has partnered with one of America's favorite ice cream slingers, Baskin-Robbins, for two new flavor launches: Mint Chocolate Chip and Very Berry Strawberry. Mint Chocolate Chip has 25 grams of protein, while Very Berry Strawberry contains 30 grams of protein along with 6.2 grams of branched-chain amino acids (BCAAs). The co-branded shakes are launching on Amazon, GNC and other retail partners. For more information, visit dymatize.com. Liquid Death x Feastables Ever wonder what peanut butter cup-flavored sparkling water tastes like? No? Well, you're still getting one. Liquid Death and MrBeast have teamed up to create Peanut Butter Cup Soda-Flavored Sparkling Water. The co-branded sparkling water comes in standard 12 oz. stout cans and is available in 12-packs for $14.99 on Amazon. For more information, visit liquiddeath.com. Joimo has added a fifth flavor, Pineapple, to its portfolio. Drawing inspiration from Taiwanese tea traditions, the Los Angeles-based tea and kombucha brand co-founded by chef Chris Yang uses single-origin oolong tea leaves and a natural fermentation process. Joimo offers its kombuchas in 8 oz. and 12 oz. glass bottles. Learn more at joimotea.com. Premier Protein Premier Protein won't be the last one at the protein soda party. The BellRing Brands shake maker has launched 4-SKUs - Lemon Lime, Grapefruit, Black Cherry and Pineapple Orange - offering 15 grams of whey protein isolate, 90 calories and 3 grams of sugar per 12 oz. slim can. All four Sparkling Protein Sodas are available on Amazon and Walmart (with Pineapple Orange exclusive to the mass retailer). Learn more at premierprotein.com. This year has already seen Mexican juice producer Jumex jump into categories like energy and soda - why not protein, too? This week, it introduced the Jumex Protein Shake, launching in retail at Walmart and on its website. Expect some Latin flavors (Mango, Churro Chocolate, Vanilla Flan) along with 30 grams of protein per 12 oz. resealable PET bottle. Get more details at jumexus.com. Nutrition shake maker Ka'Chava is offering up its "coziest flavor yet" with Cinnamon French Toast, a flavor timed for the fall season with "warm notes of maple-like sweetness and aromatic spice." Each powder bag sells for $59.95. For more information, go to kachava.com. Pure Genius Protein Protein shot maker Pure Genius Protein is launching a Pink Lemonade flavor, containing 23 grams of protein per 3.38 oz. bottle. Each bottle contains 100 calories, claiming 92% of those calories come straight from the protein content, making it a solution for picky eaters and low appetites, the company says. The shots are available now on Amazon and Target.com. For more information, go to puregeniusprotein.com. Wildwonder Apple Yuzu is joining Wildwonder's line of pre- and probiotic sparkling beverages. Featuring a honeycrisp apple flavor profile, the organic certified drink contains just 40 calories, 6 grams of sugar and 5 grams of fiber per can. Each can retails for $3.50 or $42 per 12-pack. For more information, go to drinkwildwonder.com. Protein and meal replacement brand Huel is adding Mixed Berry to its Black Edition RTD line, launching exclusively in Walmart stores nationwide. Each bottle contains 35 grams of protein, 400 calories, 27 essential vitamins and minerals and 6 grams of fiber. The drink is available as a grab-and-go product. For more information, go to huel.com. Celtic Sea Salt Celtic Sea Salt is expanding into the powdered beverage space with Hydrate by Celtic Sea Salt, an electrolyte mix launching in flavors like Crisp Apple, Fresh Limeade and Wild Cherry. Each single-serve pouch contains 1,000mg of sodium, 550mg of potassium, 100mg of magnesium, 500mg of taurine and zero sugar. For more information, go to celticseasalt.com. Sky High Brands has launched its 10mg THC beverage line, "giving consumers the flexibility to choose the experience that best fits their lifestyle," according to the brand. The higher-dose line, following the launch of its 4mg Sky Coolers, features Fuji Pear Apple and Ruby Crush flavors. For more information, go to liveskyhigh.com. Ghost Energy's latest co-branded offering is an A&W Root Beer-flavored energy drink, launching this month, with 200mg of caffeine alongside other functional ingredients. Both Ghost and A&W are owned by Keurig Dr Pepper, demonstrating new synergies across the company's portfolio. For more information, go to drinkghost.com. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join its community and stay ahead with exclusive insights from BevNET and Nosh.
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About Liquid Death
Industries
Food & Agriculture
Consumer Goods
Entertainment
Company Size
201-500
Company Stage
Late Stage VC
Total Funding
$268.2M
Headquarters
Santa Monica, California
Founded
2017
Liquid Death is Hiring for 3 Jobs on Simplify!
Find jobs on Simplify and start your career today