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Liquid death water1/10/2023 ![]() ![]() Small brands such as Boxed Water is Better have turned to paper for their packaging. Vita Coco packages its brand Ever & Ever in aluminum bottles, while PepsiCo has dabbled with the metal for some of its Aquafina products. ![]() In the strangest way, it so incredibly smooth, has just the right. Given its rapid success, it's possible that Liquid Death could be attractive to a big-name company looking to boost its presence in the space.Īt the same time, traditional water brands also have thrived simply by touting their packaging. Funny to be reviewing water, I have the sparkling water from liquid death, its phenomenal. Keurig Dr Pepper purchased premium water brand Core Nutrition three years earlier, adding Core Hydration, a nutrient-enhanced bottled water, and Core Organic, a USDA-certified fruit-enhanced hydration beverage. Coca-Cola has Smartwater, and PepsiCo owns Lifewtr in the trendy functional premium water category. Nestlé acquired Essentia Water, a maker of ionized alkaline water, last March. It's a big reason why CPGs looking to boost sales are bulking up their presence in this space. ![]() Mordor Intelligence projected the global functional water market will show a compound annual growth rate of 7% from 2021 to 2026. The health halo, coupled with its environmentally friendly packaging and clever marketing, no doubt has helped it stand out from other upstarts and big-name brands. The water is tapped right from the source and later bottled, maintaining all of the original electrolytes, according to the company. Liquid Death notes on its website that unlike big brands that simply repackage municipal water, its liquid comes from the Alps. While bottled water remains popular, the category has long been dogged by sustainability questions around the more commonly used plastic packaging. We may never see its skull-covered cans in our local bodega’s display caseso. Liquid Death has grown quickly in large part to unorthodox branding - its tagline is "murder your thirst" - clever brand names and aluminum packaging. In the grand pool of corporate water, Liquid Death and its million-plus dollars in fund-raising is a mere droplet. TechCrunch noted the current $75 million funding round valued the company at $525 million. Less than a year ago, Liquid Death was valued at $165 million, PitchBook reported. The startup has raised $125 million altogether. The fast growth has increased how much Liquid Death is worth and the amount of money it has been able to raise over time from investors. Revenue has soared from $3 million in 2019 to nearly $45 million last year. ![]() Liquid Death’s co-founder and CEO Mike Cessario told TechCrunch the water is now carried at more than 29,000 locations in the U.S., including Whole Foods, Target, Safeway and 7-Eleven stores. We are by far the most sustainable option for packaged water, which is a big driver for why people want to buy from us.While its name may signify a dying brand, Liquid Death's recent success shows it's anything but a has-been in the competitive water sector. There are more vegans at a heavy-metal show than Taylor Swift show. "If you think about it, it makes sense - everything metal and punk is extreme," Cessario said. Liquid Death plans to donate $0.05 from every can sold to help clean up plastic garbage from the ocean. Aluminum cans are more environmentally friendly than boxed or bottled water, and in Cessario's view they look cooler as well. What makes this appealing for such a large group is that it feels like a niche thing."Īside from Liquid Death's marketing, Cessario believes the punk community will also appreciate the brand's eco-conscious stance. "At first we knew the easiest crowd for us is anyone into heavy metal, punk rock, and that kind of world because they immediately get the joke and get the humor and have never seen anything like it. "Initially some of our thinking was, we wanted to take more inspiration from the beer category because one thing we know in marketing is if you want younger people to want something, you have to market to people in their 20s because teens want the thing they can't have," Cessario said. ![]()
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