ABOUT POST
Liquid Death started its life as a punchline on the internet. But it’s turned its savvy branding and distinctive tallboy cans into a $50 million business.
When Liquid Death launched in 2017 — with just a rendering of its now-distinctive tall boy can hitting the internet — everyone was pretty sure that this new water brand was just a gimmick. Some called it the “Ed Hardy of water,” recalling the worst fashion trend of the early ’00s. Others decried the water’s heavy metal branding and slogan — “murder your thirst” — as toxic masculinity run rampant. Mostly, though, people just thought that the brand was a highly targeted stunt intended to sell expensive water to punk kids, skateboarders, and anyone else dumb enough to pay a premium just because it comes in a tall boy can emblazoned with a skull.
But it turns out that Liquid Death — and this is coming from someone who insufferably considers themselves a water snob — is pretty damn good. When I first tried it, I was a little worried that the aluminum can would impart a tinny flavor, like those stainless-steel water bottles, but the water inside was surprisingly neutral with a mild minerality to keep things interesting. The can also makes the water feel colder, a perception that’s apparently backed by science, making it taste more refreshing than the water that flows out of my Brita pitcher. That was especially true when I reached for a chilly can in the midst of a brutal hangover last week, which was also when I learned that it is surprisingly easy to chug an entire can in a matter of seconds.