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  • Liquid Death's Killer Moves: New CFO, Lawsuits, and 2026 Lineup Unleashed

    Liquid Death's Killer Moves: New CFO, Lawsuits, and 2026 Lineup Unleashed
    2025/10/25
    Liquid Death BioSnap a weekly updated Biography.

    The past week has been a whirlwind for Liquid Death with business headlines, legal intrigue, product teases, and social buzz that keep the brand in the crosshairs of both the beverage world and pop culture. Fortune reported Liquid Death named Ricky Khetarpaul as its new CFO to guide the company’s expansion into energy drinks and international growth. Khetarpaul brings experience from Red Bull and aims to steer Liquid Death’s highly creative marketing while ensuring disciplined, efficient growth. The brand’s valuation sits at an eye-popping $1.4 billion according to Fortune, showing real investor appetite even as the company upends traditional beverage paradigms.

    On the legal front, a spate of news emerged with Death Wish Coffee filing a federal lawsuit against Liquid Death over trademark infringement. The coffee company claims Liquid Death’s applications for coffee-themed names like "Deathuccino" cross the line and could confuse customers, especially considering both brands' edgy "death" branding and skull-heavy visuals. Liquid Death answered back with a statement asserting nobody can monopolize the word "Death" and insisted it has no immediate coffee plans. The case illustrates the precarious balancing act brands face when using provocative imagery to capture attention, and experts expect this litigation will shape future trademark boundaries in the beverage space.

    Product innovation remains at the heart of Liquid Death’s identity. According to Sporked, the company just previewed its 2026 lineup at the NACS Expo, with no fewer than seven new drinks dropping. Most headline-worthy: “MTN Don’t” sparkling water emulates that iconic citrus soda taste, Rootbeer Wrath gets a nationwide rollout in single cans, and a much-hyped energy drink line with flavors like Tropical Terror launches in January 2026. Not to be outdone, the black tea range gets a caffeine boost and a new “Death Island” tropical flavor landing in February. Fans should watch for an unannounced sparkling water flavor close to Halloween next year—a secret the brand hints will be “juicy.”

    Social media continues to play a starring role, with Liquid Death making waves thanks to its “Pure Sugar” satirical campaign that lampoons Big Soda marketing tactics. The campaign, documented by Talkwalker, featured prank auditions by actors pitching fake French "sugar water"—only to have the ruse revealed and the actors offered Liquid Death instead. The main YouTube video surpassed 3.6 million views, fueling word-of-mouth and solidifying Liquid Death’s irreverent voice.

    Speculation swirls on X and Reddit following Tim Pool’s warning of turmoil behind the scenes as rumors surfaced of CEO stress and potential investor unrest, though nothing has been confirmed and the company’s external messaging remains business as usual. Liquid Death ignored the chatter and doubled down on hype, announcing new merch drops on Instagram that range from coffin-shaped coolers to Ozzy Osbourne’s DNA, fueling brand mythology.

    Strategically, industry analysts see these developments—leadership changes, legal jousts, viral campaigns, and product launches—as defining moments. They show that Liquid Death isn’t just selling water; it’s selling fandom, controversy, and a lifestyle that makes every moment brand-worthy. If even half of the energy drink rollout, trademark drama, and viral stunts deliver, next year will be murderously entertaining.

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    4 分
  • Liquid Death's Edgy Expansion: CFO Hire, Pit Diapers, and Super Bowl Splash

    Liquid Death's Edgy Expansion: CFO Hire, Pit Diapers, and Super Bowl Splash
    2025/10/18
    Liquid Death BioSnap a weekly updated Biography.

    Never a dull moment in the world of Liquid Death this week. The brand, with its signature irreverence, is making waves across the beverage industry and beyond. Fortune broke the news that Liquid Death has appointed Ricky Khetarpaul—a PepsiCo and Health-Ade alum—as its new Chief Financial Officer. Khetarpaul’s extensive experience, especially in scaling beverage brands and building retail juggernauts, signals a strategic growth phase as Liquid Death triples down on category expansion and gears up to enter the $23 billion energy drink market in 2026. CEO Mike Cessario credits their "entertainment-first" approach for drawing over 14 million young followers across TikTok and Instagram, a fanbase that is the envy of the beverage world.

    With its meteoric rise, the company is now logging over $300 million yearly in retail sales, according to CNBC as cited by Fortune, and continues its blitz of celebrity collaborations, venue partnerships, and reality-bending marketing stunts. Latest example? The viral campaign where Liquid Death and Depends teamed up to release a faux-leather “pit diaper” for concert crowds. According to the San Francisco Chronicle and AOL, these pleather-clad undergarments—complete with the skull logo—were hyped on Instagram by metal drummer Ben Koller and sold out within a day. Only Liquid Death would find a way to make adult diapers both edgy and Instagrammable.

    That’s hardly the end of their promotional antics; Adweek confirms Liquid Death will air a national commercial during Super Bowl 60, marking their second consecutive year on advertising’s biggest stage. Super Bowl ad slots for 2026 sold out at record prices, making this a high-profile move reinforcing their mainstream ambitions. The brand also announced an expanded distribution deal with Big Geyser, ensuring wider presence across New York, and landed a fresh marathon partnership with Beyond Monumental to serve as the exclusive water provider at the 2025 CNO Financial Indianapolis Monumental Marathon, solidifying their grip on fitness and lifestyle audiences.

    Meanwhile, competition drama is brewing. Sprudge and FoodBev reported that Death Wish Coffee filed a lawsuit alleging trademark infringement, hoping to block Liquid Death from launching any coffee beverages that could confuse customers. Liquid Death shot back: “We have no plans right now to actually launch a ready-to-drink coffee.” Whether it’s foe or faux drama, the legal fracas certainly keeps the Liquid Death PR machine humming.

    Liquid Death’s social media is abuzz with memes, fan posts, celebrity shout-outs, and fresh influencer content. Threads users are riffing on the brand’s name, sharing first-sip stories, while Instagram sees the afterglow of the pit diaper campaign and Fruity Pebbles sparkling water collab. Across the business and pop culture spectrum, Liquid Death’s recent moves could shape the beverage, branding, and marketing worlds for years.

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    3 分
  • Liquid Death's New CFO, Expansion Plans, and Brewing Legal Battle with Death Wish Coffee

    Liquid Death's New CFO, Expansion Plans, and Brewing Legal Battle with Death Wish Coffee
    2025/10/14
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death has been making headlines this week with major executive changes and legal drama. Fortune reported exclusively that the 1.4 billion dollar beverage company has appointed Ricky Khetarpaul as its new Chief Financial Officer. Khetarpaul comes from an impressive background, having previously served as CFO of Health-Ade kombucha and spent over eight years in finance at PepsiCo where he managed a five billion dollar beverage portfolio. He's replacing Karim Sadik-Khan who only joined the company as finance chief in June 2024 but has already moved on to become CFO at Spindrift according to his LinkedIn profile.

    The timing of this appointment is significant as Liquid Death gears up for major expansion plans. Khetarpaul revealed to Fortune that the company plans to enter the twenty three billion dollar energy drink market in 2026 with Liquid Death Sparkling Energy, which will be naturally caffeinated from coffee beans rather than synthetic sources. This announcement comes as the company continues its impressive growth trajectory, with scanned sales north of three hundred million dollars in 2024 and a staggering 380 percent compound annual growth rate since its 2019 launch. The company also just announced a new distribution deal with Big Geyser in New York this month.

    But it's not all smooth sailing for the edgy water brand. Refreshment Magazine reports that Death Wish Coffee Company has filed a trademark infringement lawsuit against Liquid Death in federal court in California. The suit aims to prevent Liquid Death from launching a new line of coffee products including something called Deathuccino. Death Wish argues that the proposed coffee line would confuse consumers and dilute its brand identity given both companies use death-themed branding. Death Wish claims it attempted to negotiate with Liquid Death to abandon its trademark applications but the company reportedly expressed intentions to move forward. In response, Liquid Death issued a statement asserting it has no current plans to launch a ready-to-drink coffee product although it's exploring future innovations.

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    3 分
  • Liquid Death's Deathuccino Dispute: Spinal Tap Stunts Fuel Brand Boldness Amid Legal Battles

    Liquid Death's Deathuccino Dispute: Spinal Tap Stunts Fuel Brand Boldness Amid Legal Battles
    2025/10/11
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death is making headlines this week for a trademark lawsuit brought by Death Wish Coffee in California federal court. The dispute exploded October 7 when Death Wish accused Liquid Death of trademark infringement amid rumors that the irreverent canned water brand would launch coffee-flavored beverages. The name at the center of the battle is Deathuccino, and Death Wish contends the move could confuse customers and dilute their established coffee identity. Liquid Death fired back on X two days later stating no actual launch for coffee is planned, arguing the patent application was purely precautionary and that no single company should own the right to the word death. Law360 and EMEgypt outline how Death Wish, already a major player in ultra-caffeinated coffee, is battling to keep its trademark untouched. This legal faceoff could set the tone for how aggressive beverage brands can get with edgy naming conventions.

    Meanwhile, Liquid Death has doubled down on its pop culture connection with a spectacular Spinal Tap II cross-promotion. Just before the cult band’s new movie premiere, Liquid Death dropped an 11-pack of signed canned water priced at a rockstar-worthy $1,100, in reference to Spinal Tap’s classic amp joke. PRWeek and Marketing Partnerships gush about the partnership, emphasizing the rare collectible nature of the stunt and the viral promo video released this week. Spinal Tap’s live antics on Jimmy Kimmel helped the campaign explode across entertainment news, fusing music nostalgia and beverage branding.

    Liquid Death’s creative marketing prowess is still a subject of trade talk. PRWeek’s CEO Adam Biddle even called its recent brand activity “a little too self-aware” in his review of creative industry hits and misses, though the brand’s over-the-top stunts maintain sky-high engagement. WARC’s latest review on humor in advertising points to Liquid Death as proof that comedy and boldness can transform even a beverage into a cultural craze—the company has turned the mundane act of drinking water into a rebellious myth that catches on in viral memes and fan-generated content. Instagram shows the VP of Creative speaking to students live this week, adding a dose of insider flair to the brand’s visibility among young marketers.

    However, there are signs of turbulence. The Grocer’s October 8 column hints Liquid Death’s UK presence is currently paused due to unspecified challenges, marking a setback for its international expansion that could have lasting biographical impact if the brand doesn’t recover momentum.

    There are no major headlines connecting Liquid Death to current Halloween campaigns or viral scandals, and their Instagram remains centered on humor, fan shoutouts, and environmental messaging, not controversy. While the brewing legal fight and celebrity endorsement stunts could shape the company’s trajectory, no substantial social media outcry or negative press has taken hold. For now, Liquid Death stays in the news, iconic for its oddball bravado, but the real significance will depend on how far the Death Wish conflict escalates and whether its limited-edition partnerships keep fueling industry buzz.

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    4 分
  • Liquid Death's Killer Marketing: Irreverent Humor, Expansions, and Kuromi Collab

    Liquid Death's Killer Marketing: Irreverent Humor, Expansions, and Kuromi Collab
    2025/10/07
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death has been making waves recently. In a recent social media post on Threads, Liquid Death shared a humorous take on neighborhood interactions, showcasing their signature irreverent humor. The brand's profile picture was accompanied by a post about neighborly comments, highlighting their continued focus on entertaining and engaging with their audience.

    Liquid Death has not only established itself as a cult favorite but has also been expanding its product line. The company recently announced plans to enter the flavored water market with products like Berry It Alive and Severed Lime, further diversifying its offerings beyond its core water product. This move follows a successful expansion into major retailers such as Whole Foods, Target, and 7-Eleven, where Liquid Death is now carried in over 29,000 locations across the U.S.[dot.LA].

    In terms of collaborations, Liquid Death partnered with Sanrio's Kuromi character for a Halloween-themed campaign, featuring a wide range of brand activations across digital and physical platforms. This campaign demonstrates Liquid Death's ability to engage in immersive cross-platform marketing strategies, leveraging its unique brand identity to appeal to a broad audience[Food & Beverage Magazine].

    Additionally, Liquid Death has been noted for its creative campaigns, such as a recent ad featuring a collaboration with MaryRuth's supplements, where they provocatively suggested dreaming about murdering clowns as a way to promote a bedtime supplement. This edgy approach to marketing has become a hallmark of the brand and contributes to its cult-like following[MediaPost].

    Overall, Liquid Death continues to build its brand through innovative marketing and strategic partnerships, solidifying its position as a leader in the beverage industry.

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    2 分
  • Liquid Death's Viral Reign: Stunts, Collabs, and Disruption Fuel Meteoric Rise

    Liquid Death's Viral Reign: Stunts, Collabs, and Disruption Fuel Meteoric Rise
    2025/10/04
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death has made headlines this week for a blend of viral entertainment, bold marketing stunts, limited-edition collaborations, and persistent disruption of the beverage industry. The brand’s founder and CEO, Mike Cessario, drew attention at the Cannes Lions Creative Impact stream, explaining how he treats marketing as a product worth paying for and leans into entertainment over traditional advertising. He revealed that about 70 percent of Liquid Death’s sales now stem from flavored teas and low-sugar drinks, positioning the company as an increasingly significant player in health drinks. Cessario highlighted that creativity outweighs media spend and argued there’s value in confusing people just enough to get their attention, joking that their wildest stunts are actually tame compared to real entertainment. His philosophy was backed up by Liquid Death’s use of comedians rather than copywriters, the low-budget viral Tony Hawk Blood Skateboard piece, and a risk-taking ethos focused on making every marketing dollar go further.

    This creative approach landed Liquid Death a spot in multiple mainstream news cycles. Just days ago, the company sold out an adult faux leather diaper made in collaboration with Depend. Marketed as a solution for concert-goers desperate to avoid bathroom breaks, the $75 diaper was designed in Liquid Death’s irreverent style with spikes, chains, and their signature skull logo. According to the San Francisco Chronicle and People magazine, the quirky drop sold out within 24 hours, earning widespread approval and hilarious user reviews.

    Meanwhile, the brand’s penchant for legendary partnerships continued when Ozzy Osbourne teamed up with Liquid Death for the “Infinitely Recyclable Ozzy” promotion: ten empty iced tea cans, crushed and signed by Osbourne himself, containing traces of his DNA, were offered to fans for $450 each. This wild crossover quickly sold out, prompting speculation and jokes about cloning Ozzy in the future.

    Liquid Death’s cult following thrives online, with users on Threads and Instagram sharing ecstatic posts about discovering the product at work and celebrating neighborly banter, pushing the brand’s viral energy well beyond the beverage aisle.

    Business-wise, Liquid Death has kept its core marketing team in the spotlight, with Daniel Murphy landing on the CMO 50 list for the fourth year running, underscoring the company’s meteoric growth and relentless momentum. Liquid Death also appeared in Halloween news, partnering with Sanrio for Kuromi’s Mischief Mansion, a cross-promotional bonanza with Hot Topic and Roblox, merging limited-edition apparel and digital rewards within immersive game experiences and retail pop-ups.

    Industry observers compare Liquid Death’s rise to other category disruptors and note their consistency and authenticity—whether through cheeky messaging, “murder your thirst” campaigns, or outlandish products. While the perpetual viral stunts may seem risky, Cessario calls it smart business and credits the brand’s radical entertainment strategy as the engine driving its continued ascent, rewriting the rules for both beverage marketing and pop culture branding.

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    4 分
  • Liquid Death's $700M Valuation: Viral Marketing, Celebs, and Sustainable Hydration

    Liquid Death's $700M Valuation: Viral Marketing, Celebs, and Sustainable Hydration
    2025/09/30
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death has spent the past week confirming yet again that it thrives in the intersection of bold entertainment and savvy business maneuvers. The biggest headline is the company’s fresh $700 million valuation following a recent Series D fundraising round led by Science Inc., with celebrity backers and major partners like Live Nation and Hinge Capital in the mix. Dot.LA reports that investors consider Liquid Death potentially the fastest-growing non-alcoholic beverage brand of all time, far outpacing Monster and Celsius to reach retail success in only three years. CEO Mike Cessario credits this momentum to a marketing approach that blends viral entertainment with health and sustainability, noting case sales skyrocketing at festivals and house parties while the brand sets a new standard for “cool” non-alcoholic drinks.

    On the marketing front, Liquid Death’s taste for edge and humor continues to create buzz. The company’s “Kegs for Pregs” campaign starring Kylie Kelce, reported by AOL, landed just days ago—a hilarious ad showing Kelce and fellow expectant moms chugging water from limited-edition Liquid Death kegs, turning hydration into a rowdy bar scene where “drinking for two” has never looked this stylish. Only a few hundred of these $20 mini-kegs exist, triggering the kind of scarcity-driven hype that Shopify says is central to Liquid Death’s business strategy in 2025. The company regularly leverages limited drops, like its Deathberry Inferno sparkling water, using scarcity and exclusivity to create premium sales moments and viral social chatter.

    Another campaign grabbing headlines is the “Silence of the Cell” parody, a cross-promotion with Boost Mobile, highlighted on Threads. It’s the latest irreverent cross-brand moment, underscoring how Liquid Death keeps its social content ever-entertaining and unpredictable. PRWeek also put the brand in its top five for September campaigns, courtesy of a wild collab with the cult film Spinal Tap—a move that fits perfectly with their tradition of turning negative reviews and even celebrity roasts into viral content. On Sked Social, Liquid Death’s social media manager detailed recent DMs from Khloé Kardashian and lauded how real-time conversation with fans, influencers, and celebrities drives continual engagement and new brand moments.

    Meanwhile, WARC’s coverage from Cannes Lions featured Cessario reaffirming Liquid Death’s commitment to radical entertainment, arguing that confusing and surprising consumers is the key to beating industry giants. The brand’s emphasis remains on entertainment that’s “so good people will pay for it,” with creativity as a core business asset, even as they claim the fastest-growing status in Walmart and Whole Foods water categories.

    On social media, fans and critics alike keep talking. Users on Threads praise the taste and call out quirky effects like unexpected acid reflux, while others celebrate influencer campaigns and limited drop events. The sustainability conversation persists—as dot.LA notes aluminum’s questionable environmental impact despite Liquid Death’s “death to plastic” branding. No major controversy has surfaced, but industry watchers continue speculating about whether the brand can truly disrupt the beverage world’s heavyweights. So far, the cool factor and cult status seem firmly intact, and for now, Liquid Death is enjoying its best moment yet.

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    4 分
  • Liquid Death's Diaper Stunt, Cannes Insights, and the Rise of Canned Water Mania

    Liquid Death's Diaper Stunt, Cannes Insights, and the Rise of Canned Water Mania
    2025/09/27
    Liquid Death BioSnap a weekly updated Biography.

    Liquid Death has been everywhere lately with a string of headline-grabbing moves that solidify its place as the most disruptive beverage brand in recent memory. The big story this week is the instant sellout of their new collaboration with Depend for a faux leather belted adult diaper—yes, Liquid Death’s “pit diaper.” Priced at 75 dollars and designed to let concertgoers stay in the crowd without leaving for bathroom breaks, the wild limited edition drop sold out in less than 24 hours, triggering a wave of praise and comedic takes across social feeds. The San Francisco Chronicle and People both covered the mayhem, with reviews raving about its durability at concerts and a viral cameo by metal drummer Ben Koller—who credited Liquid Death for letting him feel like the most metal guy in Manowar. Depend execs revealed to Adweek the idea tapped into a real concert trend, especially after Swifties brought the use of adult diapers at shows into mainstream conversation the past year.

    Meanwhile, founder and CEO Mike Cessario made waves at the Creative Impact stream at Cannes Lions, openly dissecting just why Liquid Death’s strategy is so radically entertaining. According to WARC, Cessario insists that the brand’s authentic edge comes not just from putting water in a can but from treating marketing as entertainment, hiring comedians over copywriters, pushing bizarre and provocative ideas, and maintaining a marketing budget that’s 12 percent of annual revenue—a massive figure for a beverage company their size. You just won’t get a safe campaign out of this team, and with new product lines like their Blueberry Buzzsaw hitting the market and getting reviews on YouTube this week, consumers clearly can’t look away.

    On the social front, social media is still abuzz with posts about Liquid Death’s taste and its unexpected appeal. Threads and TikTok lit up with users debating if the added minerals were giving some people acid reflux, while others shared that they originally thought it was an energy drink—another sign that the provocative name still confuses and delights. The most viral fan-driven conversation has been tied to recommendations for college students, with The Stable covering Liquid Death’s satirical campaign positioning itself as “certified smarter water” and poking fun at academic cheating. Meanwhile, the company continues to ride the broader health and wellness wave, as noted by The Food Institute, with its flavored teas and low-sugar offerings attracting new audiences hyper-focused on clean nutrition and functional beverages.

    Across business headlines, the recurring theme is Liquid Death’s ability to anchor cultural conversations by blending shock value, humor, and authenticity—whether it’s a concert pit diaper, a comedy-led marketing blitz, or simply challenging what it means to be a “healthy” beverage in a can. No rumors or unconfirmed stories have surfaced; every piece of buzz is rooted in bold, very real moves by this singular brand.

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    3 分