What killed Liquid Death in the UK? Lets start with our potable tap water [Video]

Anarchic billion-dollar canned water Liquid Death has paused international sales, with excess stock now hitting the bargain retailers. Harry Lang explores why its domestic success didn’t flow further.

Sorry, my facetious headline may madden many readers who, like me, probably hailed Liquid Death as a bit of a branding legend when it launched in the US in 2019. With its ‘F.U – I don’t bow to censorship’ positioning, Heavy Metal font, hungover rock star tone of voice, ‘Murder Your Thirst’ strapline, Monster-sized cans and, erm, watery product, it grew from nothing to unicorn status in record time. In March of last year, it raised $67m in a fundraising round to support new product development and international expansion, valuing the cult brand at a whopping £1.1bn.