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.
Chapters:
0:00 Liquid Death’s marketing
0:42 Competing with luxury brands
2:25 Distributions and partnerships
4:09 Additional products and expansion
The Economics Of
How do the world’s most successful companies generate revenue? In this explainer series, we’ll dive into the surprising stories behind how businesses work–exploring everything from Costco’s “treasure-hunt” model to the economics behind Amazon’s AWS.
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