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The Guardian - UK
The Guardian - UK
Business
Sarah Marsh

Liquid Death: the viral canned water brand killing it with gen Z

Liquid Death Tesco
Three cans of Liquid Death in different flavours: 'Squeezed to death', 'Cherry obituary' and 'Grave fruit'
The success is all down to clever marketing, experts say. Photograph: Liquid Death

What’s in a name? Well, if you ask the makers of the viral water brand Liquid Death, the answer is about $1.4bn.

Anyone with tickets to a festival this summer is likely to be struck by the canned drink with the alarming name that gen Z devotees are carrying around with them. But the trendy beverage is nowhere near as sinister as it seems. In fact, it’s just water in a can.

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