The $1.4 Billion Water Brand That Started As A Joke

The ability to “sell ice to Eskimos” has long been the benchmark for elite sales acumen. But as it now turns out: selling canned water to the Western world is now the new standard.

As the much-hyped Liquid Death makes its jump from select 7-Eleven stores to over 900 Woolworths locations in 2024, we began to ask ourselves: how?

How, indeed, did an upstart operation with ostensibly nothing more than tongue-in-cheek branding, internet buzz, and sustainability slant crack a crowded market