Early exit of the year: Liquid Death pulls out of the UK

Liquid Death went big when it launched into the UK market in August 2023. Wild marketing campaigns and festival tie-ups led many onlookers to predict the trendy US water brand would make a big splash on this side of the pond. And it did, initially. But by February this year, the festival-sponsoring, zombie-referencing, pedal-to-the-metal challenger was quietly exiting the UK after sales dripped in at just £2.0m in the 52 weeks to 7 September 2024, according to NIQ data – not enough for it to rank among even the top 30 largest water brands in the UK. Liquid Death remains a huge deal in its domestic US market, but over here it wasn’t long before its famously eye-catching cans were being sold in Home Bargains for 39p each and on a 3-for-£1 offer. What a way to go.