Keep pulling the thread on Mike Cessario.
Still water now accounts for less than 20% of Liquid Death's total sales.
Liquid Death's low-calorie iced tea is now the number one best-selling iced tea brand on Amazon.
Liquid Death's core strategy is to market healthy beverages using the same irreverent and entertaining style traditionally employed by junk food and alcohol brands.
Liquid Death's brand was designed to appeal to demographics like men and young people, who are typically targeted by unhealthy brands and underserved by healthy beverage companies.
Liquid Death has strategically evolved from being just a water company into a broader healthy beverage platform.
The majority of Liquid Death's sales are now generated by its flavored sparkling water, which is positioned as a healthy alternative to soda.
In 2018, there were no co-packers in North America capable of canning non-carbonated spring water, presenting a significant production challenge for Liquid Death's launch.
LaCroix's long-term ownership of its manufacturing facilities gives it a competitive advantage to price its products lower than competitors.
The founder of Liquid Death believes the bottled water market was ripe for disruption because incumbent brands all used similar, undifferentiated marketing and branding.