Liquid Death

What Liquid Death does

Liquid Death is a privately held, direct-to-consumer and retail-led non-alcoholic beverage company headquartered in Los Angeles and operating across the United States, United Kingdom, Canada, Australia, Japan, Germany, and France. The company sells premium still and sparkling mountain water, flavored sparkling water (including soda-style SKUs marketed as 90 percent lower in sugar than leading sodas), iced tea (75 percent less sugar than leading iced teas), and a recently launched Sparkling Energy line. All beverages are packaged in 12 oz and 19.2 oz infinitely recyclable aluminum cans featuring an ultra-thin FDA-approved food-grade polymer liner, which the company markets as using 90 times less plastic than plastic bottles and 10 times less than glass bottle caps. The Sparkling Energy line was co-formulated with board-certified surgeon Dr. Darshan Shah and contains 100 mg naturally sourced caffeine, zero sugar, 5 calories, and added B12, C, magnesium, and L-Theanine.

The business generates revenue through three primary streams: core beverage sales across direct e-commerce, Amazon (including a Subscribe and Save subscription option), and a large physical retailer footprint including Walmart, Target, Kroger, Albertsons, Publix, Whole Foods, Sprouts, and thousands of convenience store doors; secondary revenue from a branded merchandise line (priced from $9 can coolers up to a $6,200 Death Dispenser vending machine); and revenue from limited-edition brand collaborations and licensing (examples include the $495 Spotify Eternal Playlist Urn, $285 Burton Deathtrap Snowboard, $74.99 WhistlePig GraveStock Whiskey, and e.l.f. Cosmetics Lip Embalms). Pricing is unit-based at the consumer level, with no large enterprise contracts; the largest channel exposures are the retailer relationships through which placement and shelf placement fees are negotiated. Marketing relies on an in-house creative production arm called Death Machine, organic social content (7 million Instagram and 7.2 million TikTok followers), Super Bowl advertising in 2025 and 2026, and high-profile sports and entertainment partnerships including the Philadelphia Eagles, NASCAR, LAFC, Brooklyn FC, and Madison Square Garden venues.

Liquid Death is venture-backed with approximately $267.6 million in total funding raised, including a $1.4 billion valuation round in 2024 and an additional $67 million raise in 2025. Revenue reached $240 million in 2024, with management projecting $340 million for 2025 (approximately 40 percent year-over-year growth). The company employs 251 to 500 staff, is led by founder and CEO Mike Cessario, and is reportedly planning an initial public offering in early 2026 while simultaneously raising up to $20 million of additional capital to expand production capacity and distribution.

Name

Liquid Death

Legal name

Supplying Demand, Inc dba Liquid Death

Website

https://liquiddeath.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Liquid Death is a privately held non-alcoholic beverage company selling still and sparkling mountain water, flavored sparkling water, iced tea, and energy drinks in infinitely recyclable aluminum cans, primarily targeting health-conscious Gen Z and millennial consumers through major US retailers and select international markets.

Ownership category

akta.pro rank

Product category

Bottled Water and Non-Alcoholic Beverages

NAICS

Bottled Water Manufacturing (312112), Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086), Metal Cans (3411), Beverages (2080)

akta.pro primary industry

Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

akta.pro secondary industries

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Sparkling/Carbonated Bottled Water Production (AFAFACAE), Beverage Cans (Aluminum & Steel) (IMALADAA)

Keywords

• Bottled water products
• Sparkling water beverages
• Energy drink products
• Iced tea beverages
• Branded beverage merchandise

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Beverage Sales: Primary revenue stream from selling mountain water, flavored sparkling water, iced tea, and sparkling energy drinks through retail stores, e-commerce, and subscriptions on Amazon. Revenue reached $240 million in 2024 with 40% growth projected for 2025 to $340 million.
2. Merchandise: Secondary revenue stream from branded merchandise including apparel, drinkware, accessories, and limited-edition collaboration products sold through liquiddeath.com. Products range from $9 can coolers to $6,200 vending machines.
3. Brand Collaborations and Licensing: Revenue generated through brand partnerships, limited-edition collaborations, and licensing deals including products with Spotify, e.l.f. Cosmetics, Pop-Tarts, and other brands. Includes sponsorships with sports teams and events.
4. Subscription/Retail Placement: Amazon Subscribe & Save option offering 5% or more savings per case with free shipping. Retail placement fees from major retailers including Walmart, Target, Kroger, and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels10 records

Core offering

Liquid Death manufactures and sells non-alcoholic beverages packaged in infinitely recyclable aluminum cans across four core lines: still and sparkling mountain water, soda-flavored sparkling water, lower-sugar iced tea, and a zero-sugar Sparkling Energy line. The company also sells branded merchandise and limited-edition collaboration products through its direct-to-consumer website and major retail partners.

Product overview

Liquid Death is a better-for-you beverage company that positions itself as 'an entertainment company that monetizes via beverage.' The product portfolio centers on four core beverage lines: Sparkling Energy (zero-sugar energy drinks with 100mg caffeine and L-Theanine), Mountain Water (still and sparkling premium water sourced from American mountain ranges), Soda-Flavored Sparkling Water (soda-style beverages with 90% less sugar than traditional sodas), and Iced Tea (sweetened and unsweetened variants with B vitamins and 75% less sugar than leading iced teas). All beverages come in 12oz or 19.2oz infinitely recyclable aluminum cans with the brand's signature skull-themed death metal aesthetic. Beyond beverages, Liquid Death operates a substantial merchandise division offering branded apparel, drinkware, accessories, and limited-edition collaboration products. The company maintains a Skulls loyalty rewards program and sells products through both direct-to-consumer ecommerce and major retail partners including Walmart, Target, Amazon, Kroger, and Albertsons.

Differentiator

Problem solved

Functional benefit

Brands

• Sparkling Energy: Energy drink line launched December 2025 with 100mg caffeine, zero sugar, 5 calories per can. Flavors include Murder Mystery, Scary Strawberry, Tropical Terror, and Orange Horror.
• Soda-Flavored Sparkling Water
• Iced Tea
• Mountain Water
• Skulls (Rewards Program)

Products and services

• Sparkling Energy Zero-sugar energy drink with 100mg naturally sourced caffeine, 5 calories, and added vitamins B12, C, magnesium, and L-Theanine; positioned as a better-for-you energy drink with lower caffeine than competitors (150-200mg), sold to adult consumers seeking alternatives to traditional high-caffeine energy drinks.
• Mountain Water (Still and Sparkling) Premium still and sparkling mountain water sourced from American mountain ranges, packaged in infinitely recyclable aluminum cans, zero calories, for consumers seeking a distinctive alternative to traditional bottled water.
• Soda-Flavored Sparkling Water

Quantifiable outcome

• Sparkling Energy achieved top 20 brand market share on Amazon within first week of launch
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

34 partnerships are on record, tiered core, flagship and minor.

• FeastablescoreGTM or Marketing Partner · 28 May 2026Collaboration on Peanut Butter Cup Sparkling Water appearing on retailer websites ahead of planned Halloween 2026 launch. Product available in 19.2oz tallboy cans and six-packs of 12oz cans featuring natural flavoring referencing candy-inspired flavor profile.
• Pop-TartscoreGTM or Marketing Partner · 16 April 2026Limited-edition collaboration product called Pop-Tarts Carnage, an iced tea drink tasting like Frosted Strawberry Pop-Tarts, packaged in Liquid Death's signature death metal can. In-house ad campaign by Death Machine depicted chaotic neighborhood destruction. Continues both brands' strategies of offbeat marketing partnerships.
• IbottacoreTechnology or Integration · 1 April 2026Ibotta's LiveLift technology demonstrated a 19% sales lift for Liquid Death's product launch. Ibotta's closed-loop digital promotions network connects brands to over 200 million consumers through partnerships with retailers including Walmart, Kroger, Instacart, and DoorDash. LiveLift helps measure ROI of in-store promotions and optimization.
• Taylor MorrisonflagshipGTM or Marketing Partner · 31 March 2026Sweepstakes partnership where one winner receives a new Taylor Morrison home with custom plumbing delivering Liquid Death soda-flavored sparkling water from every fixture. Entries earned through purchasing Liquid Death products or scanning QR codes at Taylor Morrison communities across the US. Campaign generated over 3,500 leads in first 24 hours. Valued at approximately $355,000.
• SpotifyflagshipStrategic or Co-development Partner · 24 February 2026Launch of Eternal Playlist Urn, a $495 Bluetooth-enabled cremation urn with built-in speaker that plays music playlists. Limited to 150 units in the US. Also includes Spotify's Eternal Playlist Generator creating personalized afterlife soundtracks based on listening history. Marks Liquid Death's expansion to global-brand partnerships.
• BMO StadiumcoreGTM or Marketing Partner · 20 February 2026LAFC home stadium where Liquid Death products are available throughout venue during all home matches and select stadium events as part of the LAFC partnership.
• LAFC (Los Angeles Football Club)coreGTM or Marketing Partner · 19 February 2026Partnership making Liquid Death the official flavored sparkling water partner of the MLS club. Includes product placements at BMO Stadium throughout all home matches and select events, refrigeration units, concourse signage, LED boards, and digital content. Both brands cited shared origins of building passionate fan bases through unconventional marketing as foundation for collaboration. Shared commitment to reducing single-use plastic consumption through community-focused initiatives.
• e.l.f. CosmeticscoreGTM or Marketing Partner · 14 January 2026Second limited-edition collaboration launching 'Lip Embalms' product line featuring flavored lip balms packaged in miniature Liquid Death beverage cans. Inspired by flavors including Severed Lime, Killer Cola, and Doctor Death. Available on elfcosmetics.com and TikTok Shop. Previous 2024 Corpse Paint collaboration sold out in 45 minutes. Includes Roblox gaming experience portal.
• 19 CrimesminorGTM or Marketing Partner · 17 November 2025Limited-edition red wine named Severed Red in partnership with Liquid Death, featuring augmented reality experience and mascot called Murder Man. Includes a drop of Liquid Death Mountain Water. Available in California with national retail distribution starting January 2026.
• The Running Man (Film)minorGTM or Marketing Partner · 14 November 2025Liquid Death served as official beverage sponsor of the film 'The Running Man', creating an in-universe commercial promoting Liquid Death using a character from the film.
• Bar & Restaurant Expo 2026minorGTM or Marketing Partner · 4 November 2025Mike Cessario, founder and CEO, announced as keynote speaker at the expo's 40th anniversary event in Las Vegas.
• Ibotta Performance NetworkcoreTechnology or Integration · 3 November 2025Ibotta's closed-loop digital promotions network for CPG brands demonstrating Liquid Death's 19% sales lift. Includes partnerships with Walmart, Kroger, Instacart, and DoorDash for campaign measurement.
• Post (Fruity Pebbles)coreGTM or Marketing Partner · 15 August 2025Limited-edition Cereal Criminal flavored sparkling water collaboration offering nostalgic taste of Fruity Pebbles cereal in low-sugar beverage.
• Dr. Darshan ShahcoreOthers · 17 July 2025Longevity and wellness specialist co-formulated Sparkling Energy line with 100mg caffeine, zero sugar, vitamins, and L-Theanine. Supports launch campaign targeting energy drink category.
• WhistlePig WhiskeycoreGTM or Marketing Partner · 18 June 2025Collaboration on GraveStock Wheat Whiskey, a limited-edition whiskey aged in caskets and infused with Liquid Death Mountain Water. Available nationally at retail price of $74.99.
• Philadelphia EaglescoreGTM or Marketing Partner · 9 May 2025Multiyear deal making Liquid Death the official iced tea partner of the Super Bowl champion Philadelphia Eagles. Partnership targets Gen Z and millennial consumers in priority market. Includes product placement at stadium events.
• NASCARcoreGTM or Marketing Partner · 9 May 2025Official energy drink sponsor with merchandise collaborations including Liquid Death x NASCAR Death Driver Jacket at $149.99. NASCAR-themed products and apparel.
• Brooklyn FCminorGTM or Marketing Partner · 9 May 2025Partnership with emerging soccer club as part of sports marketing expansion targeting Gen Z and millennial consumers.
• Madison Square Garden venuesminorGTM or Marketing Partner · 9 May 2025Partnership with MSG portfolio of venues for product placement and brand visibility at major entertainment venues.
• Martha StewartcoreGTM or Marketing Partner · 1 August 2024Limited-edition 'Dismembered Moments' life-sized severed hand candle collaboration. Referenced in press as successful brand partnership example.
• 5 GyrescoreOthersLiquid Death donates a portion of proceeds to 5 Gyres, a nonprofit organization that uses science, education and adventure to empower action against global plastic pollution.
• MetallicacoreGTM or Marketing PartnerLiquid Death x Metallica Tour Sweatshirt collaboration at $40-$59. Part of music industry merchandise partnerships.
• PlungeminorGTM or Marketing PartnerFreeze To Death Cold Plunge collaboration at $5,990. Strategic partner for cold plunge products.
• Ozzy OsbournecoreGTM or Marketing PartnerInfinitely Recyclable Ozzy DNA collaboration at $450. Marketing stunt selling Ozzy's actual DNA for perpetual recycling theme.
• Travis BarkerminorGTM or Marketing PartnerEnema of the State Collectible Kit at $182. Celebrity partnership for edgy limited-edition product.
• Tom SeguraminorGTM or Marketing PartnerTom Segura's Recycling Glory Hole collaboration. Comedy-focused partnership.
• Spinal TapminorGTM or Marketing PartnerLiquid Death x Spinal Tap 11-Pack collaboration at $1,100 with autographs.
• Dr. SquatchminorGTM or Marketing PartnerLiquid Death x Dr. Squatch Soap Bundle collaboration. Health and wellness brand crossover.
• Pit ViperminorGTM or Marketing PartnerSunglasses for Dead People collaboration. Brand crossover with lifestyle accessories.
• Bad BirdieminorGTM or Marketing PartnerLiquid Death x Bad Birdie Edition Uroclub at $39.99. Golf accessories collaboration.
• BurtoncoreGTM or Marketing PartnerBurton Deathtrap Snowboard collaboration at $285. Snowboarding lifestyle partnership.
• Van Leeuwen Ice CreamminorGTM or Marketing PartnerHot Fudge Sundae Sparkling Water collaboration. Food and beverage crossover product.
• Kylie KelceminorGTM or Marketing PartnerKegs for Pregs limited-edition 5-liter mini kegs collaboration. Family/kifestyle partnership.
• Wiz KhalifaminorGTM or Marketing PartnerCelebrity ambassador partnership. Artist featured drinking Liquid Death in promotional content.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Olipop: Better-for-you soda brand using influencer-led marketing, DTC and retail expansion. Directly comparable as a venture-backed, brand-first challenger in the flavored sparkling/functional beverage category targeting Gen Z and millennials.
• Poppi: Prebiotic soda brand with strong social media presence and retail expansion into Target, Walmart and Whole Foods. Closely comparable D2C-to-retail beverage challenger with a differentiated functional health positioning.
• Celsius: Better-for-you energy drink with 100-200mg caffeine and fitness-oriented branding now distributed nationally at retailers and convenience. Direct competitor to Liquid Death's Sparkling Energy line in positioning, channels and target consumer.
• Athletic Brewing Company: Non-alcoholic craft beer brand that built a cultural movement around an active lifestyle and now sits on shelves nationwide. Comparable as a venture-backed, mission-driven beverage brand that uses lifestyle/sports marketing to win share from incumbents.
• Spindrift: Sparkling water brand positioned on 'real squeezed fruit' ingredients, sold in mainstream grocery. Closely comparable in better-for-you, aluminum-can-aligned flavored sparkling water positioning and US retail footprint.

Emerging players

• Alani Nu: Better-for-you energy drink with strong female-skewing social media following and rapid retail expansion. Competes head-on with Liquid Death's Sparkling Energy on positioning, channels and target demographic.
• Health-Ade Kombucha: Better-for-you fermented beverage brand with strong DTC and Whole Foods presence. Notably the prior employer of Liquid Death's CFO and a useful comparable on capital-efficient CPG scaling and premium positioning.

Broad incumbents

• Red Bull: Global energy drink leader with dominant share, extensive athlete and motorsport sponsorship portfolio. Indirect incumbent in the energy category Liquid Death is entering with Sparkling Energy.
• Monster Energy: Large-scale energy drink incumbent with established DSD network, motorsports/NASCAR sponsorships and broad shelf presence. Comparable incumbent in the energy category Liquid Death is now competing in.
• LaCroix: Leading mainstream sparkling water brand with broad grocery and convenience distribution. Comparable incumbent in the flavored sparkling water category where Liquid Death's soda-flavored line competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Instagraminstagram.com/liquiddeath
• TikToktiktok.com/@liquiddeath
• Facebookfacebook.com/DrinkLiquidDeath
• LinkedInlinkedin.com/company/liquid-death

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds9 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liquid Death