Water for 2 euros?! Why a brand knows no borders right now

Even with a staple like water, you can still make a decent amount of money – food companies have proven this time and time again. And the fact that you can even go further is currently demonstrated by the American start-up “Liquid Death”, which sells water in cans. The motto: “Kill your thirst”. The box itself is adorned with a skull and crossbones, and the brand name is in gothic script.

The approach is not to sell water, but a way of life. Far from “I need two liters a day anyway” to “drinking water is cool”. In provocative advertisements, the brand tries to underline its nonconformity – without running the risk of taking itself too seriously.

The strategy is working: demand is strong and reviews are overwhelmingly positive. And that’s despite or maybe because “Liquid Death” costs up to 2.10 US dollars (about 2 euros) per 500ml can. Sales are increasing rapidly. The company is currently valued at $700 million. The water would be available for purchase at more than 30,000 locations, distributed by 7-Eleven, Whole Foods, Kroger and Target, among others.

It all started in 2017 – as a fake product. To that end, founder Mike Cessario shot a short advertising clip with a prototype, which should show whether water can be brought to people with the right marketing. The feedback has been great: not only has it received many requests from users and resellers on Facebook, but Cessario has also been successful in attracting investors. The finished product finally hit the market in 2019.