Viral canned water brand Liquid Death is set to make its UK debut.
The US supplier will launch multipacks of two plain mineral water variants – Mountain and Sparkling (rsp: £18.99/8x568ml) – and two flavoured sparkling lines – Severed Lime and Mango Chainsaw (rsp: £19.99/8x568ml) – next month on Amazon.
They will also be available at Live Nation music events and festivals this summer.
Liquid Death, which donates a portion of its proceeds to non-profits fighting plastic pollution, said it was “committed to bringing fun to health and sustainability”.
The startup, which made its debut in 2019, turned over an estimated $130m (£105m) last year – and was valued at $700m in October. It has been backed by celebrities including skateboarder Tony Hawk, comedian Whitney Cummings and NBA player Jalen Green.
Liquid Death currently boasts a nine-strong range in the States across flavoured mineral water, sparkling flavoured water and iced tea.
It recently shifted production from Austria to the US – although its Austrian supplier “will continue to be our partner for the EU market”, said Liquid Death CEO Mike Cessario, adding that Europe had “always been on our roadmap”.
In a bid to raise its profile across Europe, Liquid Death has sponsored Metallica’s two-year M72 world tour, which will kick off in Amsterdam on 29 April.
In the US, the brand this week unveiled a partnership with Blink-182 drummer Travis Barker to launch Enema of the State, the “first-ever celebrity-endorsed luxury enema”.
Liquid Death – with its ‘Murder Your Thirst’ slogan – is renowned for marketing that goes viral, such as launching a skateboard decorated with paint infused with Tony Hawk’s blood and releasing a heavy metal album based on negative social media comments.
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