Liquid Death

Supplying Demand, Inc.: The Rise of Liquid Death

Imagine a world where quenching your thirst isn’t just about drinking water; it’s an experience that challenges the status quo and leaves you questioning everything you thought you knew. Welcome to the story of Liquid Death, a canned water company that has turned heads, raised eyebrows, and left many scratching their heads in wonder.

The Birth of Liquid Death

So, how did this unconventional brand come into existence? Founded by Mike Cessario, the idea behind Liquid Death was to create a product that would not only satisfy your thirst but also challenge societal norms. The company’s tagline, ‘murder your thirst,’ is a play on words that hints at its rebellious spirit and unique marketing strategy.

A Unique Selling Proposition

But what sets Liquid Death apart from the countless other water brands out there? For starters, it’s not just about the taste or quality of the water. It’s about the experience and the message behind it. The company sources its water from the Alps but now bottles it in Virginia or Idaho, adding an element of mystery to its story.

Expanding the Liquid Death Empire

In 2019, Liquid Death took a bold step by launching online sales. Within months, they had over 100,000 ‘likes’ on Facebook and were selling their product in Whole Foods Market. By the end of that year, they had raised $1.6 million in seed funding, setting the stage for future growth.

From Sparkling to Flavored

The company didn’t stop there. In 2020, Liquid Death introduced sparkling water and flavored carbonated beverages, including tea flavors announced in March 2023. With 14 different flavors, the brand has something for everyone, making it a versatile choice for those who want to mix things up.

A Valuable Brand

By 2024, Liquid Death had become a valuable asset. The company was valued at $1.4 billion, and its revenue rose to $45 million in 2021, with projections of $130 million for 2022. In October 2022, it raised $70 million led by Science for a valuation of $700 million.

Expanding Horizons

In February 2020, the brand expanded into 7-Eleven stores and raised an additional $15 million in Series C funding. This expansion not only increased its market reach but also solidified its position as a major player in the beverage industry.

A Brand with a Purpose

But Liquid Death isn’t just about making money; it’s about making a statement. The brand initially targeted straight edge adherents and fans of heavy metal music and punk rock, aligning itself with a rebellious culture. They even released an album called ‘Greatest Hates,’ featuring death metal lyrics from hate comments.

Parody and Paradox

In February 2022, the company took its marketing to another level by releasing an advertisement during Super Bowl LVI. The ad featured children enjoying Liquid Death, parodying advertisements for alcoholic beverages. This move was both bold and controversial, but it certainly got people talking.

A Brand in Flux

From its humble beginnings to becoming a billion-dollar brand, Liquid Death has come a long way. Its journey is a testament to the power of innovation, marketing, and staying true to your values. As it continues to expand and evolve, one thing is certain: Liquid Death will always be more than just water.

So, the next time you reach for a can of Liquid Death, remember that it’s not just about quenching your thirst. It’s about challenging norms and embracing the unexpected. After all, in a world where everything is predictable, Liquid Death stands as a reminder that sometimes, the most interesting things come from breaking the rules.