How Liquid Death Turned Water Into Gold

If you’ve browsed a grocery store recently, you might have spotted Liquid Death — the coolest new drink on the market. Its can blends in with other energy drinks, but there’s one catch: It’s healthy. It’s totally caffeine-free, calorie-free, and free of artificial sweeteners. And this is because it’s actually just water.

Canned water isn’t new, and Liquid Death is relatively expensive for water at just under $2 for an individual can ($1.89 on Amazon). But that hasn’t stopped the brand from growing to $700 million in November 2022.