Consumer Musings

I had my first Liquid Death yesterday. I’d walked past their product in Whole Foods for months, but never tried it. On the one hand, I had certainly noticed the drink with that unique label and name. On the other hand, the name, the gothic font, the aggressive design, the shape of the can, its positioning alongside kambucha and fancy juices — it all screams energy drink or health drink.

It turns out it’s just plain water (“from the Alps”). And it’s clearly not just me being confused: displays at the concert venue where I tried Liquid Death said “Don’t be scared. It’s just water.” Does the unique, stand-out label and name of the product outweigh the confusion that it causes? It’s certainly an interesting strategy in a crowded market.