Supplying Demand, Inc.
Trading nameLiquid Death
FoundedDecember 18, 2018 (age 7)[1]
FounderMike Cessario
Hq location cityLos Angeles, California
Hq location countryU.S.[2]
Products
SubsidSupplying Demand UK Limited[3]
Websiteliquiddeath.com

Supplying Demand, Inc.,[4] doing business as Liquid Death, is a canned water company founded by Mike Cessario, headquartered in Los Angeles, California, United States.[2] Its tagline is "murder your thirst".[5] The drink is sold in a 12 US fl oz (350 mL), 16.9 US fl oz (500 mL) "tallboy" drink can and a 19.2 US fl oz (570 mL) can. As of 2023, its water was canned by Wilderness Asset Holdings LLC in Virginia, US. The drink began selling to consumers on its website in January 2019. In March 2024, the company was valued at $1.4 billion.[6] Liquid Death currently has 14 flavors.

Products

The drink is sold in a 16.9 US fl oz (500 mL) "tallboy" drink can.[7] In 2020, the brand introduced a sparkling water variety.[8] Its manufacturer is Supplying Demand, Inc.[9] In addition to the original sparkling water, Liquid Death introduced four flavored carbonated beverages: Mango Chainsaw, Severed Lime, Convicted Melon, and Berry It Alive.[10] Unlike their unflavored seltzer, these carbonated beverages ("sparkling waters") are akin to all-natural, low-calorie sodas as they contain added natural flavorings/extracts, natural acidulants and natural added sugar (from agave nectar). The sugar sparkling waters have around 20 calories each. In March 2023, the company announced three new tea flavors: Grim Leafer, Rest in Peach, and Dead Billionaire. Dead Billionaire was originally called Armless Palmer, a play on the popular iced tea and lemonade beverage Arnold Palmer, but changed the name after Arizona Beverage Company threatened to sue for commercial use of the Palmer name in November 2023.[11] All tea flavors contain agave nectar and 30 mg of caffeine.[12]

Liquid Death is a producer of NFTs, which they called Murder Head Death Club.[13]

As of 2023, its water was no longer sourced from the Alps.[14] It is now bottled in Bland, Virginia[15] or Mackay, Idaho (according to the label on the cans).[16]

On July 17, 2025, it was announced that Liquid Death would launch a line of energy drinks in January 2026 as "better-for-you energy drink line." These drinks contain 100 mg of caffeine. In an interview with The Wall Street Journal, Liquid Death's founder, Mike Cessario, stated, "We thought, ‘Let’s have a sane level of caffeine, that’s equal to a cup of coffee, because it seems like the category has gone a little caffeine-crazy". They also do not contain sugar or artificial sweeteners like sucralose and aspartame. Four flavors were confirmed for the launch (Tropical Terror, Scary Strawberry, Orange Horror, and Murder Mystery).[17]

History

Delaware native Mike Cessario, a graphic designer,[18] was inspired to create Liquid Death after watching a Vans Warped Tour in 2009 where concertgoers drank water out of Monster Energy cans. Cessario was inspired to market water in a manner similar to Monster.[19]

The company originated with Cessario and three other partners, including a bartender and an artist. Before he and his partners chose the name Liquid Death, they thought over different names for the company (such as "Southern Thunder").[18] Cessario filed a trademark application for the term "Liquid Death" with the United States Patent and Trademark Office on July 6, 2017.[20] He produced a video advertisement to gauge market interest in the product, which received three million views before the water was available to consumers for purchase. Within a few months of release, the company had over 100,000 "likes" on Facebook, more than brands such as Aquafina had generated in their history on the platform.[18]

In 2019, Cessario stated the company's plan was to expand to bars, tattoo parlors, and certain barber shops in Los Angeles and Philadelphia as a "lifestyle play".[21] A move similar to The Coca-Cola Company's attempt to sell OK Soda on "feeling" rather than taste.[22] Cessario stated the brand was initially marketed towards straight edge adherents and fans of heavy metal music and punk rock.[23] The drink began selling to consumers on its website in January 2019.[21] Liquid Death raised US$1.6 million in seed funding from a round led by Science Inc. in 2019 (for a total amount raised to $2.25 million at that point),[23] $9 million in a series A round in February 2020,[24] and $23 million in a series B round in September 2020.[25]

In February 2020, the brand expanded into Whole Foods Market in the United States,[8] where according to Eater it became "the fastest-selling water brand on its shelves".[18] In August 2020, the brand expanded into two hundred 7-Eleven stores in the Los Angeles and San Diego markets as part of a trial run.[26] In May 2021, the company raised an additional $15 million in a Series C funding round completed with Live Nation, who said they would sell the drink exclusively in their events and venues for a period of time.[27] As of December 2021, the drink began selling in large supermarket chains such as Publix and Sprouts stores.[28] In January 2022, the company raised $75 million in Series C funding. The company received a $525 million valuation at the time.[29]

Cessario stated that the company's revenue rose to $45 million in 2021,[29] with revenue projected at $130 million for 2022.[a][30] In October 2022, the company raised a round led by Science for $70 million at a $700 million valuation, though according to Dan Primack of Axios, the valuation could be viewed "skeptically" as it was an insider-led round.[31]

In March 2024, the company raised $67 million in funding and received a $1.4 billion valuation. Liquid Death also reported $263 million in retail sales for 2023.[6]

Promotions

In May 2020, the company released Greatest Hates, an album of death metal music created with lyrics from hate comments the company received online;[32] a second album of hate comments, described as "punk rock", was released in November.[33][34][35] In February 2022, during Super Bowl LVI, the company released an advertisement featuring children enjoying the beverage with Judas Priest's song "Breaking the Law". Parodying advertisements for alcoholic beverages, the advertisement ends with the tagline "Don't be scared, it's just water".[36]

Liquid Death was mentioned in The Running Man (2025), where it is an in-universe sponsor for the show.

Steve-O from the hit TV and movie series Jackass promotes Liquid Death on his YouTube videos as of May 2026.

See also

Notes

  1. ^ Projection made in October 2022[30]

References

  1. ^ "Supplying Demand, Inc. :: Delaware (US) :: OpenCorporates". Open Corporates. 2018-12-18. Archived 19 March 2024 at the Wayback Machine. Retrieved 2024-03-19.
  2. ^ "Incorporation" (PDF). Companies House. 2023-02-28. p. 7. Archived 13 July 2024 at the Wayback Machine. Retrieved 2024-03-19.
  3. ^ "Supplying Demand UK Limited overview - Find and update company information - GOV.UK". Companies House. 2023-02-28. Archived 19 March 2024 at the Wayback Machine. Retrieved 2024-03-19.
  4. ^ "Privacy policy". Liquid Death. Archived 19 March 2024 at the Wayback Machine. Retrieved 2024-03-19.
  5. ^ "Review: Liquid Death". Bevnet. February 13, 2019. Archived from the original on February 14, 2019. Retrieved March 25, 2021.
  6. ^ Blum, Sam (March 12, 2024). "Liquid Death, the Canned Water Company for Hipsters and Head Bangers, Doubled Its Valuation OvernightThe brand that tells customers to 'murder your thirst' is now a unicorn.". inc.com. Archived 24 March 2024 at the Wayback Machine. Retrieved March 24, 2024.
  7. ^ Rosner, Helen (May 15, 2019). "Liquid Death and the Nonsense of Packaged Water". The New Yorker. Archived March 2, 2020 at the Wayback Machine.
  8. ^ Cutchin, James (September 29, 2020). "Liquid Death Raises Additional $23 Million". LA Business Journal. Archived October 27, 2020 at the Wayback Machine.
  9. ^ "Supplying Demand Inc". Bloomberg. Archived 4 November 2023 at the Wayback Machine. Retrieved March 26, 2021.
  10. ^ "Water – Classics/Flavors". Liquid Death. Archived 8 July 2022 at the Wayback Machine. Retrieved July 8, 2022.
  11. ^ Silverman, Sam (November 30, 2023). "Liquid Death Canned Water Changes Name of 'Armless Palmer' Beverage: 'Now It Has a Way Cooler Name'". Entrepreneur. Archived 3 December 2023 at the Wayback Machine. Retrieved 3 December 2023.
  12. ^ McCarthy, Amy (March 3, 2023). "Liquid Death's New Tea Tallboys Are Coming for AriZona's Neck". Eater. Archived March 15, 2023 at the Wayback Machine. Retrieved March 19, 2023.
  13. ^ Alcántara, Ann-Marie (July 29, 2022). "Brands Try Turning NFTs From Kitschy Collectibles Into Something Utilitarian for Consumers". Wall Street Journal. ISSN 0099-9660. Archived December 7, 2022 at the Wayback Machine. Retrieved September 18, 2022.
  14. ^ "US-Firma Liquid Death verkauft kein österreichisches Wasser mehr" [US company Liquid Death no longer sells Austrian water] (in German). Der Standard. 2023-07-19. Archived 2023-07-21 at the Wayback Machine. Retrieved 2024-08-27.
  15. ^ "Artesian Water-Based Beverage Manufacturer to Expand in Virginia". 2023-03-02. Archived 2024-04-12 at the Wayback Machine. Retrieved 2024-08-27.
  16. ^ Heller, Karen (June 17, 2023). "Liquid Death is a mind-set. And also just canned water.". The Washington Post. Retrieved July 30, 2024.
  17. ^ Hauari, Gabe (July 17, 2025). "Liquid Death expands into energy drinks: What to know about Sparkling Energy". USA Today. Retrieved August 17, 2025.
  18. ^ ,McCarthy, Amy (December 6, 2021). "The Cult of Liquid Death". Eater. Archived November 3, 2022 at the Wayback Machine.
  19. ^ Huddleston Jr, Tom & Green, Zachary (November 26, 2022). "How Liquid Death's 40-year-old founder turned 'the dumbest name' and a Facebook post into a $700 million water brand". CNBC. Archived January 2, 2023 at the Wayback Machine. Retrieved January 5, 2023.
  20. ^ "Basic Word Search". United States Patent and Trademark Office. Archived from the original on 13 April 2023. Retrieved 26 March 2021. Note: Perform a "Basic Word Search" for the term "Liquid Death", and select serial number "87518674" from the results.
  21. ^ Loizos, Connie (January 24, 2019). "A Brand Called Liquid Death Wants to Sell Mountain Water to the Cool Kids". Tech Crunch. Archived from the original on 5 February 2021. Retrieved 26 March 2021.
  22. ^ "Coke Hopes to Sell New Drink on How It Feels, Not Tastes". All Things Considered. National Public Radio. 27 May 1994. Archived 16 October 2004 at the Wayback Machine. Retrieved 26 August 2013.
  23. ^ Hernbroth, Megan (May 7, 2019). "A Former Netflix Creative Director just got $1.6 million from Big Names in Tech for Liquid Death, which is Water in a Tallboy Can". Business Insider. Archived November 7, 2020 at the Wayback Machine.
  24. ^ Ha, Anthony (February 20, 2020). "Liquid Death Raises $9M to Make Canned Water Cool". Tech Crunch. Archived from the original on 14 April 2021. Retrieved 26 March 2021.
  25. ^ Abdollah, Tami (September 25, 2020). "Liquid Death Creeps into Stores Nationally". dot.la. Archived November 1, 2020 at the Wayback Machine.
  26. ^ Holtz, Steve (August 19, 2020). "7-Eleven Gives 25 Small Brands a Test Run". CSP. Archived November 30, 2020 at the Wayback Machine.
  27. ^ Loizos, Connie (May 13, 2021). "With its Newest Round, Liquid Death Will Exclusively 'Murder Your Thirst' at Live Nation Events". Tech Crunch. Archived June 3, 2021 at the Wayback Machine.
  28. ^ "Where to Buy". Liquid Death. Archived December 5, 2021 at the Wayback Machine. Retrieved December 5, 2021.
  29. ^ Loizos, Connie (January 4, 2022). "Liquid Death lands $75M more to expand the brand". TechCrunch. Archived February 21, 2022 at the Wayback Machine.
  30. ^ Valinsky, Jordan (October 4, 2022). "Liquid Death canned water company is now worth $700 million". CNN. Archived December 14, 2022 at the Wayback Machine. Retrieved January 5, 2023.
  31. ^ Primack, Dan (October 4, 2022). "Canned water brand Liquid Death now valued at $700 million". Axios. Archived November 27, 2022 at the Wayback Machine. Retrieved January 6, 2023.
  32. ^ Robicelli, Allison (November 17, 2020). "Liquid Death Releases a Second Album Inspired by its Worst Online Reviews [Updated]". The Takeout. Archived November 28, 2020 at the Wayback Machine.
  33. ^ Trapp, Philip (May 4, 2020). "Company Turns Hateful Social Media Comments Into Death Metal Album". Loudwire. Archived November 2, 2020 at the Wayback Machine.
  34. ^ Serra, Maria (December 2, 2020). "Here's how Liquid Death Turned Hate Comments into a Punk Album". AltPress. Archived February 17, 2021 at the Wayback Machine.
  35. ^ Mamo, Heran (November 18, 2020). "Alkaline Trio & Rise Against Members Help Liquid Death Water Turn Hate Tweets into a Punk Album". Billboard. Archived January 20, 2021 at the Wayback Machine.
  36. ^ Stanley, T. L. (February 14, 2022). "Liquid Death Scored With Its Ad Starring Hard-Partying Kids". AdWeek. Archived March 11, 2022 at the Wayback Machine. Retrieved March 8, 2022.