Liquid Death
Non-alcoholic beverage drinks brand
- 201-500 employees
- B2C
- Retail
- Sustainability
- Food
- Consumer Goods
- eCommerce
- Los Angeles, CA
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Company mission
To make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.
59% employee growth in 12 months
Our take
With the massive rise in sustainability-focused health products in the last few years, there are certain things we've grown to expect when it comes to brand messaging. As its name suggests, Liquid Death follows none of these unwritten rules - which is exactly why it’s getting noticed.
The company sells a range of canned mountain water beverages, pointing out that aluminium (though still single use) is much more easily recycled than plastic, while also donating a percentage of its profits to anti-plastic non-profits. However, it’s Liquid Death’s heavy metal style branding and aggressive messaging that force it to stand out.
Considering that the company sold over $3 million in merchandise alone in 2021, it’s safe to say that it’s been successful at generating hype. As for actual beverage sales, its place in major stores like 7-eleven, Whole Foods and Target suggests things are going well.
As one of the fastest-growing beverage brands the US has seen in recent times, it’ll be very interesting to see if Liquid Death can sustain its momentum, especially after failing to penetrate the UK market. However, its Unicorn status, investment from influential athletes, and partnerships with music festivals show that it's at least secure in the US market.
Steph
Company Specialist at Welcome to the Jungle
Benefits
- Medical, Dental, Vision, Life, and Pet Insurance + FSA & HSA offerings
- 401(k) Program with 4% match
- 100% Paid Parental Leave Policy
- Flexible PTO policy
- Free ClassPass membership
- Monthly stipend for Liquid Death Merch
- Full access to LinkedIn Learning
Funding (last 2 of 7 rounds)
Mar 2024
$67m
LATE VC
Oct 2022
$70m
SERIES D
Total funding: $261.2m
Leadership
Mike Cessario
(Co-Founder & CEO)Previously worked in advertising as an Art Director & Creative Director for agencies such Crispin Porter & Bogusky, VaynerMedia, and Humanaut.
Jon-Ryan (J.R.) Riggins
(Co-Founder)Was Liquid Death's founding COO, operating in the role before joining the Board of Directors in 2022.