How Unconventional Partnerships Are Outperforming Traditional Marketing in the Beverage Sector

Liquid Death, a bottled water brand, has seen significant growth, expanding from a $2.8 million startup in 2019 to a valuation of $1.4 billion by 2024. The company has adopted unconventional marketing strategies, including guerrilla public relations and partnerships, to engage primarily with Gen Z and millennial consumers. One noteworthy partnership was established in 2021 with Live Nation, making Liquid Death the exclusive water provider at U.S. music festivals. By 2023, this collaboration extended to the UK’s Download Festival, where water consumption more than doubled compared to the previous year. The brand’s campaigns have often incorporated humor, shock value, and cultural relevance, such as the viral Super Bowl ad featuring kids in a parody of beer commercials.

Liquid Death’s marketing expenses are approximately 12% of its revenue, contrasting with the 20–30% typically spent by traditional bottled water brands. The brand’s engagement strategy has proven effective, as evidenced by its growth from $45 million in revenue in 2021 to $263 million in 2023. This successful model raises questions among investors about its replicability in other brands and the sustainability of such strategies in the competitive beverage market.