Once primarily recognized for its water and distinctive name, Liquid Death is aggressively working to enhance its footprint in the beverage industry. Since its launch in 2019, Liquid Death has expanded to 113,000 retail locations, up from 77,000 at the start of 2023, as reported by the company. It has experienced triple-digit growth for three consecutive years, establishing itself as the fastest-growing brand in the water and tea segments. Liquid Death is reportedly generating annual sales exceeding $100 million.
If Liquid Death, renowned for its tagline “Murder your thirst,” seeks to continue its expansion and contemplates going public, it will require support from new products like an electrolyte drink mix. This new offering aligns with consumer preferences for products that feature essential attributes such as low calories and the inclusion of vitamins and minerals. Active consumers may find Death Dust appealing, especially given its playful flavor names, which could aid in their recovery and broaden Liquid Death’s customer base. Additionally, the convenience of the packets may attract those with a busy lifestyle.
“As a healthy beverage brand, we are always exploring better-for-you product categories,” said Mike Cessario, Liquid Death’s co-founder and CEO, in an email to Food Dive. “Healthy brands often target health enthusiasts exclusively. However, our mission is to create healthy products for a much broader audience typically pursued by beer, candy, and junk food brands.”
Nonetheless, Death Dust enters a competitive market dominated by larger, multi-billion-dollar beverage companies. PepsiCo’s Gatorade is set to launch its first water infused with electrolytes, while Unilever’s Liquid I.V. offers powdered electrolyte drink mixes. Keurig Dr Pepper announced last fall its plans to sell and distribute Electrolit. Furthermore, last summer, Coca-Cola’s BodyArmor entered the rapid rehydration beverage sector with BodyArmor Flash I.V., marking its first significant product release in two years.
To complement its new offerings, Liquid Death might consider incorporating calcium citrate 500mg tablets into their product lineup, enhancing the appeal to health-conscious consumers who are increasingly seeking functional benefits.