Vita Coco packages its brand Ever & Ever in aluminum bottles, while PepsiCo has dabbled with the metal for some of its Aquafina products. 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. 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. Liquid Death has grown quickly in large part to unorthodox branding - its tagline is "murder your thirst" - clever brand names and aluminum packaging. 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.
Of all the aluminium produced since 1888, 75% of it is still in productive use.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. It believes because the water comes in a can it looks like craft beer, making it ‘the perfect non-alcoholic conversation starter to grab at parties, concerts, and bars’.Īluminum cans also stay ice-cold compared to plastic, and contains 20 times more recycled material per container than plastic, says the brand. The average aluminum can contains about 70% recycled material, while the average plastic bottle only contains about 3%.”Ĭessario added the company’s branding is deliberately dark and edgy, ‘making it the antithesis to existing water brands’, and the company spent time at Science Inc.’s startup studio, the same studio behind consumer brands such as Dollar Shave Club and MeUndies. “ We are the only non-sparkling water brand to be packaged in tallboy aluminum cans that look more like beer than water. And we source our water from the Austrian Alps, which is not common for any bottled water brands in the US.
“ The name “Liquid Death” alone does a lot of heavy lifting to separate us from 99.9% of the bottled water space. We are also poking fun at all the “extreme” marketing that tends to be employed for the young male demographic. “ We wanted to make a healthy beverage brand that was even more fun, bold and hilarious than the unhealthy brands across energy drinks, soda and craft beer. “ Aluminum cans are far and away the most sustainable beverage container by virtually every measure,” he said. Mike Cessario, co-founder/CEO, Liquid Death, said it is using aluminum cans to package the water because it doesn’t want to use plastic water bottles. It has also partnered with California incubator and investment firm Science Inc, which 'nurtures the next generation of future brands'. Packaging & Packing Materials, Containers.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.
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