12 Feb 2025 Liquid Death dies in the UK market
Liquid Death, the American canned water brand known for its edgy and unconventional branding, is withdrawing from the UK market just one year after its debut.
The brand, which struggled to gain a foothold in a country where tap water is widely consumed, has decided to pause its international expansion efforts due to underwhelming sales performance.
The decision to exit the UK market was first reported by The Grocer, following Liquid Death’s announcement of a “temporary pause” on its global expansion plans.
This move comes after the company stopped production in Austria and reverting to the US last year, significantly limiting its ability to serve international markets effectively.
Despite aggressive marketing campaigns, including sponsorships for events like the Download Festival 2024 and partnerships with Live Nation, the brand failed to translate its bold image into substantial sales.
Priced at £5.50 for a pack of four 500ml cans in Tesco, Liquid Death faced an uphill battle convincing UK consumers to switch from their preferred bottled water brands or opt for its premium offering over free tap water.
According to NielsenIQ data, Liquid Death’s UK sales reached just £2-million in the 52 weeks leading up to September 7, 2024, despite being available in major retailers such as Tesco, Iceland, Ocado, Nisa, and Co-op.
A spokesperson for Liquid Death explained to The Grocer, “While we’ve seen strong demand and brand awareness growth during our limited international rollout, we are temporarily pausing our international efforts as we no longer have production capabilities outside the U.S.”
The company expressed optimism about re-entering global markets once supply chain challenges are resolved.
Challenges in a competitive market
Liquid Death’s struggles in the UK were not due to a lack of demand for bottled water. In fact, the UK bottled water market is flourishing, with Statista projecting revenues of £2.12-billion by 2025. Of this, £1.35-billion is expected to come from supermarket and convenience store sales, while £770-million will be generated from out-of-home purchases at restaurants and bars.
However, the brand faced intense competition from established players like Highland Spring, Evian, and Buxton, which have long been staples in British households. Additionally, the widespread availability of high-quality tap water in the UK made it difficult for Liquid Death to justify its premium pricing.
Harry Lang, founder of Brand Architects, attributed the brand’s failure to a combination of marketing missteps and an inability to secure key retail placements.
“While their bold branding worked well in the US, it didn’t resonate as effectively in the UK. Their unconventional approach, including NFT launches and aggressive marketing, made them a niche product in an already saturated market.”
Lang added, “‘Many of us liked Liquid Death, the brand, but no one actually bought it,’ he added. ‘They ripped up the rulebook, but when expanding internationally, sometimes you need to read a few chapters first.’
Disruptive brand with a unique identity
Launched in 2019 by Mike Cessario, Liquid Death quickly gained attention for its unconventional approach to the bottled water industry. The brand embraced a punk-rock aesthetic, packaging its water in cans reminiscent of beer and adopting slogans like “Murder Your Thirst” to appeal to a younger, rebellious audience.
Through viral social media campaigns, influencer partnerships, and even NFT initiatives, Liquid Death cultivated a loyal following in the US. However, its irreverent style failed to connect with UK consumers on a broader scale.
While the UK exit represents a setback for Liquid Death’s global ambitions, it highlights the importance of adapting to local markets.
Source: MSN, The Grocer