Liquid Death’s new CFO on the brand courting an increasingly ‘sober curious’ Gen Z

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There’s a new CFO at Liquid Death, a beverage brand with a cool factor that reaches young—and very often “sober curious”—consumers.

Karim Sadik-Khan, the company’s new finance chief, has followed the evolution of Liquid Death for several years. “It's a new brand-building model, and that's what really pulled me in,” Sadik-Khan told Fortune in an interview on Tuesday. “It connects with consumers—especially millennials and Gen Z.”