6 Comments

This product is groundbreaking for those fighting addiction (especially young people). Much of what can be very challenging when first leaving treatment or becoming sober is entering back into social environments centered around drinking culture.

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Such an important point - thanks for bringing it up! Will be interesting to see how this is reflected in what distribution channels they choose to tackle first.

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I believe Liquid Death will be purchased by existing bottled water consumers as awareness increases around the negative effects of plastics - both for the environment and health.

Additionally with the increasing trend of sobriety, Liquid Death would be positioned as a great alternative to alcohol.

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Great point about the plastics issue - this seems to be particularly important for millennials and Gen Zers, and could be a big part of building the brand. We've been closely following the low and no alcohol drink trend in those same demographics as well - really cool to see brands being built to help support this behavior change.

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Liquid Death is a great brand and proof that creativity can differentiate amidst a crowded and commodity category within CPG

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Agreed that it is a hugely differentiated brand - and the word of mouth is clearly amazing! Bottled water is one of the largest categories in beverage, so if you can get good distribution, you can build a huge business fairly quickly (ex. CORE Water exited at $525M in ~3 years). What we are curious to watch is if Liquid Death is seen/purchased by consumers as part of the bottled water category, or something more niche - or maybe it helps build a whole new category. Will be fascinating to watch!

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