Why Liquid Death’s Branding Sells—Even Though Its Water Isn’t Special
Liquid Death, a brand that markets water in beer cans, has achieved a $1.4 billion valuation in 2024. With over 10 million social media followers, it ranks as one of the most followed beverage brands worldwide, trailing Red Bull and Monster. Despite its rapid rise, Liquid Death has managed to build its identity without ever mentioning typical water features like electrolytes, source location or pH balance—something that luxury water brands like Evian, Smartwater and Fiji emphasize. WSJ breaks down how the water company’s success underscores a shift in consumer behavior, where branding and culture often speak louder than product substance.
