Liquid Death is pulling back to its domestic US market and pausing international sales efforts – including in the UK – The Grocer can reveal.
The canned water and soft drink brand said it was “temporarily pausing” international expansion, having shifted production from Austria to the US last summer.
“Despite strong demand and brand awareness growth in our limited international rollout, we are temporarily pausing international efforts since we no longer have production capabilities outside of the US,” a spokeswoman for Liquid Death told The Grocer.
Liquid Death was looking forward to “meeting the international demand in the future when our supply chain can support these efforts,” the spokeswoman added.
However, Liquid Death – which commands an rsp of £5.50 per 4x500ml pack in Tesco – has failed to make a splash in the UK since debuting in spring 2023.
The brand invested heavily to support its UK rollout, sponsoring Download Festival in 2024, as well partnering with other Live Nation music festivals and events.
But despite listings in Tesco, Iceland, Ocado, Nisa and Co-op, sales its amounted to just £2.0m in the 52 weeks ended 7 September 2024, NIQ data shows.
Liquid Death grew sales value by 761% over the period, but this was not enough for it to rank among the top 30 largest water brands in the UK, according to The Grocer’s annual Top Products survey.
Pictures shared on the Facebook page ‘Money Saving Central’, meanwhile, showed cans of Liquid Death were now being sold in Home Bargains for 39p each, and on a 3-for-£1 offer.
One source working in retail distribution told The Grocer “eyewatering amounts of excess stock” were currently being offered to discounters and off-price buyers in the UK and Europe.
The brand’s performance is a far cry from in its domestic market, where annual sales exceeded $250m (£200m) in 2023.
Such lofty figures prompted Liquid Death to value itself at $1.4bn as part of a $67m fundraising round last March.
Liquid Death’s managing director for international markets, meanwhile, announced his exit from the company earlier this month.
“After a career highlight, my time at Liquid Death has come to an end,” Ben Dando wrote on LinkedIn. “Thank you to everyone involved these past three years. What a journey it has been and none of the successes and learnings were possible without you.”
A total of six employees have been impacted by the decision by Liquid Death to pull back from international markets, The Grocer understands.
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