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Liquid Death is a US-based canned water brand founded by Mike Cessario. Since its launch in 2019, the company has expanded its product offerings beyond canned water to include canned iced teas, which have been available in the US since March of last year.

In May, Liquid Death secured a $67m investment as part of its goal to become a “multi-category beverage platform”. The company reported retail sales of $263m in 2023 and is currently present in 133,000 stores in both the US and the UK.

Karim Sadik-Khan, Liquid Death’s CFO who joined the company in June, recently sat down with Just Drinks to discuss the brand’s growth strategies in a competitive US market and its plans for international expansion.

One key strategy for Liquid Death is leveraging co-packers for production. By utilizing existing co-pack capacity in the US, the brand can efficiently scale its operations and distribute products across different regions. This approach allows Liquid Death to reduce costs and shorten delivery times, ultimately benefiting both the business and consumers.

Liquid Death’s sales channels have evolved over time, starting with a strong presence in online retail and expanding to brick-and-mortar stores such as Amazon, Walmart, Kroger, Safeway, and Target. The brand also targets convenience and gas channels for immediate consumption.

In terms of international markets, Liquid Death is currently focused on the UK, Ireland, Australia, and Germany. The company aims to establish a strong foothold in these markets before expanding further to ensure sustainable growth.

With a growing range of product offerings, including iced tea, sparkling water, and hydration sticks, Liquid Death has proven its ability to resonate with consumers and drive sales. The brand’s merchandise is also popular among consumers, contributing to its overall success.

Looking ahead, Liquid Death remains focused on driving sales growth and operational efficiency. Despite economic challenges impacting consumer spending, the brand continues to experience strong growth and is optimistic about its future prospects.

As consumer confidence in the US remains somewhat constrained, Liquid Death is committed to delivering value to its customers and driving demand through innovative products and pricing strategies. By staying agile and responsive to market trends, the brand aims to maintain its momentum and position as a leading player in the beverage industry.