Why Liquid Death’s Branding Sells-Even Though Its Water Isn’t Special | WSJ The Economics Of

[@wsj]

Aluminum cans froth up in shift for beverage industry: on.wsj.com/4gxhxKI

[@LetomDeCambrai]

Putting water in a plastic bottle or an aluminum can is a complete ecological nonsense when your tap water as a good quality 🤦🏻‍♂️

[@yoshortyb]

This is so great. This company said “You think consumers are dumb? Well we’ll prove they’re even dumber and make millions.”

[@Morhua1]

I think a lot of people who buy this product know that they are paying more for the feeling of it and not the water itself. Nothing dumb about that.

[@Brap-pl2me]

@Ah, the rush of drinking out of a can 🤣 You must know some wild people.

[@inthedarkwoods2022]

@@Morhua1 It's pretty dumb

[@neoth8647]

@@inthedarkwoods2022 I mean so is buying "luxury bags" for $4000+ made from $100 of leather so...

[@garyish]

@@neoth8647 at least in that case there’s refining of the product (raw leather) into finished bags. Here it’s just packaging. The equivalent would be luxury leather in a box 😂

[@dirtz5702]

I love the honesty of the CEO

[@Aireck174]

Not since the heart attack grill has someone been so honest.

[@ZakiSalem-zh5gr]

I used to work at a bar, and we carried Liquid Death. The number of people ordering it instead of a regular bottle of water was mind-boggling!

[@xRiddleMeThisYouTube]

You're at a rock concert: Fiji Water or Liquid Death?

[@joefer5360]

@@xRiddleMeThisKZbin A Poland spring bottle filled with water and spiked with Everclear or MDMA.

[@Jack_Gibby]

Their marketing strategy is genius. When I went to a music concert or festival this summer everyone was drinking Liquid Death. Everyone wanted to look cool while staying hydrated.

[@Zulma91]

Exactly. People are talking down on this product, but it serves its purpose. To fit in and look good while drinking water 🤷🏽‍♀️

[@joshvee]

@@Zulma91no ones gonna remember you drinking this in 5 weeks its just water

[@xRiddleMeThisYouTube]

​@@joshveethen don't worry about people not drinking "your brand" of water

[@Sawcure]

Most of the time, it’s the only thing available for water and forced on you at these events because liquid death sponsors it.

[@neoth8647]

@@joshvee yet people believe iPhones are a status symbol vs Samsung despite their phones being pretty much the same price, people are silly for status even if it's not real, as long as they believe it's real

[@dlanor15]

"luxury water" Brother, it's water. You can't be serious.

[@HanTheProphet]

best argument for it is that aluminum is infinitely recyclable and wont leave microplastics in your water. if we can master green energy, it would be the most sustainable way to sell water thats not really luxury but is more expensive than plastic bottles i imagine

[@neoth8647]

This is why when people say "all the ideas are taken, I can't get rich anymore" BS when I see stuff like this around. It's crazy easy to get rich, just need to understand and learn a bit about human psychology - people are not difficult to influence into buy something they don't need

[@garyish]

@@neoth8647 and then people complain about “inflation”… my eggs cost $1 more waaaa… wait I need to buy liquid death 🙄 🤦‍♂️

[@braunarsch]

@@HanTheProphet that sounds great, but aluminium cans still have a thin plastic lining on the inside

[@veeeks2938]

Oh, there are quite a few twists/cons on the water thing. That juicero (remember that?) CEO is into 'raw water'

[@RadarThirtyOne]

Wait. It's not an energy drink?!

[@marcroberts5251]

Nope, just regular water

[@endgamefond]

I thought it was soda water with flavor like bear but no alcohol.

[@Ronin-111]

I thought the same thing, an energy drink like Red bull 😂

[@i9lts]

Naming the products literally Liquid Death is indeed some kind of risky reverse psychology that has paid off.

[@greenleafyman1028]

Because we were so fed up with products like mcdonald's "Happy" meal for example yet the long term effect to the body makes you sad.

[@letit023]

When I first heard of this drink I thought it was like white claw. Nope, when I found out it was just water, just regular water I thought to myself again. Wow, are people this dumb spending $3 just for water.

[@joãoAlberto-k9x]

O.K.

[@xRiddleMeThisYouTube]

The brand was originally meant to be an alternative to bottled water at rock concerts, hence the name Liquid Death and the skull on the label.

[@HlifeRomania91]

Thank you ​@@xRiddleMeThisKZbin

[@werewolfcountry]

People have been dumb enough to buy expensive bottled water for a long time. Bring your own cup or bottle and refill😅. Unless you have undrinkable tap water.

[@psychoticbob]

The U.S. has strict laws governing water and it's sale for human consumption. Essentially ALL bottled water is tap water. As a retired long haul truck driver I've hauled hundreds of loads of bottled water for various customers all over the U.S. and every water bottling plant I picked up from was simply bottling water from their local municipality. Bottled water is a life saver when there is no other source but it's not worth abandoning your tap in most of the U.S..

[@Pernection]

Too bad my brother doesnt understand that.

[@XD-fj3zk]

Only in the poorest counties in the US or those that are close to polluters is it an issue. I wish there was a cheaper version of canned water because I personally don’t trust the plastic water bottle at all.

[@albertmills9365]

that's just not true. The "how I built this" podcast did a great interview with the founder where he goes into a lot of detail about the source, etc.

[@Ronin-111]

​@@albertmills9365 It's called marketing 😂 All these companies use the water purification method approved in their country. They then sell them with different names and different claims of purity. Only this brand did something different and gained popularity 🤷‍♂️

[@YouCanCallMeReTro]

I always drink tap water at my home, but when I'm traveling I stick to bottled water. Some places I've tried their tap water and if it has an off-taste, I spit it out. Here though the tap water tastes like any other bottled water.

[@4uanC]

At least they are using aluminum instead of plastic.

[@michaelschroeder2974]

The cans are lined with plastic lol

[@user-rh6ru5oz2o]

Squeezing a 1 minute answer into a 6 minute video

[@spp2000]

Waffling not squeezing.

[@T2uyu]

squeeze: verb. to stretch, extend, prolong

[@user-rh6ru5oz2o]

@@spp2000 It's a reference to Roger Ebert. "Pearl Harbor' is a two-hour movie squeezed into three hours"

[@RunaroundAtNight]

@@T2uyu I don't know what dictionary you are using, but squeezing as a verb: manage to get into or through a narrow or restricted space.

[@T2uyu]

@@RunaroundAtNight someone passed the sarcasm exam

[@thndr_5468]

You have to love this company for their honesty. Selling water that looks cool

[@arbetkwashi]

I like the CEOs honesty

[@karmakazi219]

I always thought this stuff was canned coffee with extra caffeine. I had no idea it was just water.

[@robotbro7187]

haha same, thought it had like 500 mg of caffeine lol

[@DELTAWC909]

I know it sounds dumb but Liquid Death killed my slight addiction to energy drinks

[@KoIhara]

Police officers eyeing out for DUI must hate this. 😅

[@vl1180]

Good idea, just stick the alcohol in this can

[@KoIhara]

lol creating a “water or booze?” challenge? We don’t need more drunk drivers during the holiday season 🤣

[@EstablishedContext]

Don't be scared, it's just water.

[@Mr.SneakyShadow]

The worst thing about all the other brands of water, They always say we are natural and water is good for you, However the problem is that water is inside plastic, And plastic can only be recycled only a few times, Then the problem is it's cheaper for the manufacturer to use "Virgin" plastic... so brand new plastic than using recycled plastic, That's why you see on most plastic made with 5% or 10% recycled plastic, Liquid Death really has the advantaged because aluminium can always be recycled and used again and again, The irony is liquid death is actually for life of the oceans of this planet, All the other water brands that don't use glass or aluminium, They care only about profit and keep using plastic, That's the problem, Liquid Death seems like they do actually care and that means something to their customers,

[@Ari-kd1hq]

1:24 I appreciate his honesty👏.

[@KesslerK90]

Surprised this video didn't mention Liquid Death's original marketing point was the use of aluminum cans vs plastic.

[@bigmock141]

Aluminum cans liner are made of plastic

[@AndreaDoesYoga]

Amazing branding, Liquid Death! 💦💰

[@j.trulyrandom]

Pretty clever marketing that I wouldn't think worked as well as it did

[@gerardcurtis3911]

Bottled water spend a lot making people doubt tap waters safety. In the EU it's basically the safest thing you can put in you unless you're far FAR east

[@nicholas11121]

I would never trust water out of the tap. It tastes different than bottled water.

[@MsVibrato]

They targeted customers at the festival first, so that means when you're at the festival, you could easily be sold by something you might have a second thought about it later on.

[@mg2jj]

“…pull away when they think they’ve been lied to.” Haven’t bought but have definitely seen Liquid Death. If it’s been straight about it, consumers know what they’re getting. Now that they have built the brand and have the profits, I expect them to build upon that brand. They already transitioned from plain tap water; the other “comparable” bottled water companies haven’t, right? Or really, can’t (?) since their marketing has solely been on plain water.

[@jeremynewell9903]

This is evidence that our days are numbered.

[@RunaroundAtNight]

People said that in the 1970s when they sold a rock as a pet and over a millions were sold.

[@UTUBE3JC]

I like that they are aluminum cans not all plastic bottles… that would actually be enough for me to switch when as they say, they are all very similar

[@bicyclist2]

I've looked at it with some curiosity. I've never drank it, and don't ever plan on ever drinking it. When I first saw it, I thought it was alcohol. Thank you.

[@UTR1]

So if I'm getting this straight, Katie's belief is that customers won't buy their water if they sell to a larger corp? But these are the same customers who solely buy the product because it basically looks like an energy drink?

[@ajo2007bial]

for me it shows kids that drinking is cool. It's the same story as with non alcoholic champagne for kids

[@ALMX5DP]

I must not be the target demographic since I didn’t even realize this was a thing until like 3-4 months ago and even then had completely no idea it was just water.

[@looking_33]

The brand relies equally on people knowing and not knowing what it is.

[@ALMX5DP]

@ haha that’s true though I guess I’m just not the type to be curious of or want to drink a rebellious mystery beverage out of a can.

[@Crank778]

Idiocracy

[@miracleekezie]

You work for 40yrs to have $1M in your retirement, meanwhile some people are putting just $10K in a meme coin from just a few months ago and now they are multimillionaires.

[@Elizabeth-mc7nn]

I want to compliment you, you have said it all. I am a little business owner and I really want to expand my business to the next level by making myself an investor but I really don't know how to go about it..

[@MikeDrew-zo4kk]

Assets that can make you rich FX Btcoin Stocks Gold Real estate

[@StaceyRose-e5d]

You're right but a lot of people remain poor due to ignorance

[@MichealEdson]

Not because of ignorance, it's because of the high rate of unprofessionalism in the cypto market

[@ArroyoJames]

I'm new to cypto trading, feels overwhelming but I won't give up on learning this. Thanks for your clear explanation from the very beginning!

[@traviscoates6878]

Every single podcast is sponsored by liquid death, however I’ve never met anyone who’s actually purchased liquid death. I’ll be waiting patiently for “The Downfall of Liquid Death” video in 2025

[@everydaysunset4761]

Ceo preety honest sbout the brand position very nice

[@OhmyHaze]

Never drank it and water in an aluminum can is disgusting. The best way to drink water is from a glass.

[@frag0638]

The inside layers plastics you’re essentially drinking out of a plastic bag

[@ddr8993]

Actual Alcohol brands should try this.

[@freudianslip2192]

What do you think all those Super Bowl ads were?

[@johnlock-j9p]

Other brands: Its the evolution of taste, the essence of nature, the water that cleanses the impurities of life. Liquid Death: well its water... thats it.

[@CashisKingtrucking]

To me this just proves that we're devolving

[@DiggerDugg]

My local Walmart has 4 "Flavors", Water, Fizzy Water, Lime, and Melon. They're 8 packs, at first they were $10.49. I thought that was a bit steep but I liked the lime. Now they're $14 for 8 cans of seltzer. I can get 15 1-liter bottles of lime Polar Seltzer for thew same. That's roughly a 3 1/2 gallon difference. Also, non-carbinated aluminum cans aren't returnable in VT so people just throw them in the trash.

[@santostv.]

Usa and their relationship with water amazes me 😂😂

[@greenleafyman1028]

That fact that it uses a more environmentally friendly container like aluminum can rather than plastic bottles makes the premium price a little bit reasonable compared to other brand.

[@looking_33]

It does serve a utility for those who wish not to drink alcohol in certain settings.

[@eagrassete]

Just by selling water in a can and not in a plastic bottle, I'd buy it.

[@qbert4325]

This is so cool. I want it!

[@basicallyeveryone]

Ultimately, the sensation of opening a can is crucial.

[@DigitalBroomstick]

Would love a go on the one in red

[@virx7944]

Man of culture I see

[@looking_33]

💀

[@byunisper]

why the video volume sound so low?

[@jackismname]

I don’t need to watch some prestigious journalism company to know that they are where they are at because their branding is cool as heck.

[@TheRadioAteMyTV]

Nor do you need to spend money on water not from the tap, and yet....

[@edem7087]

Whatever happened to the time when we bought things primarily based on their true value? How is liquid death outselling brands offering actually enhanced water? The consumer is truly irrational, especially in societies with too much money.

[@MOVIEWHALE-mb9ky]

that CLEVAGE !! lovely

[@OmniKoneko]

I never let marketing affect the things that I buy but the one time that I've had liquid death during a running race, I hated it, it tastes weird to me in comparison to regular bottled water, maybe it's the metal cans, I don't know.

[@xRiddleMeThisYouTube]

It's the metal cans. I've used old beer cans to drink tap water out of (to rehydrate) and the texture always feels off for whatever reason.

[@robotbro7187]

they'll eventually need to drop a line of flavored seltzer water options as well as seltzer water options with caffeine in it, like celsius

[@yecto1332]

Whoever came up with this idea very well know how human psychology works

[@minhuang8848]

5:30 "most beverage brands don't have fans" *Paulaner Spezi has entered the chat*

[@spaghetti9895]

I like how it's in a can instead of a plastic bottle

[@dogger37JC]

I’ve never seen ads or anything like that for it. When I first started noticing it was on podcasts people were drinking it and I had no idea what it was. I had to Google it and realized it was just water. I see it at the market now but it doesn’t interest me because it’s in a can and doesn’t fit how I like to drink water. Cool story in marketing and such.

[@marin4311]

I did not know about this brand. I live in Europe, btw. I drink only tap water btw. This blows my mind.

[@denislemieux4915]

When you go to a concert or festival, you see a lot of empty plastic water bottles on the ground. I like Liquid Death b/c it's a can. They also have a decent sparkling water.

[@imaginationworkshopstudio]

What? Water? $1.4 billion dollars? Consumers are fools. Not me, i do not buy/purchase that.

[@frankiemendez4601]

I like their sparkling water flavors.

[@dead0show]

This company was most likely born out of a bet. Marketing professionals decide to challenge themselves by branding water and selling it as a luxury product to prove that Marketing works. It's always been a debate whether people were attracted to the product itself or were influenced by marketing. This definitely ends that debate. Regarding growth, this company will probably take the same route RedBull did. They should focus on content instead of product innovation. The only issue is that some of their areas of growth might overlap with RedBull.

[@yurimatsuiramos7680]

"Its Toasted" kind of reference

[@leandrokataoka2435]

This is the type of information that makes me think "stupidity won. All is lost. Let's burn out way into global warming blissful end"

[@alexandergreen4963]

First time I saw it was at a concert and was very disappointed when I tasted it. I was expecting a beer. It was on the shelf next to the beers by a concert and I just pointed and said I'll take that one.

[@JoyTothesummer]

They sell different products. It's not just water, they also sell flavor water and teas.

[@seanhallahan9176]

Their tea is really good

[@Mind.Melting]

Imagine my annoyance when ordering a water at a concert or music fest and receiving this. At least now I know why.

[@jmesa951]

Waiting for the air cans

[@leonadams1053]

It tastes like metal. All you who had braces know what I’m talking about

[@miniclip0703]

Water tastes different per brand you cant tell me otherwise, its not just a different brand and packaging

[@TheRadioAteMyTV]

Like all gold rushes, get it while it's new because it will be gone just like that.

[@jimmyconway8025]

It's actually carbonated like a beer so it feels like a beer going down unlike topo chico, or others. I quit drinking and it definitely has a different feeling going down.

[@HieouyaAgnèsDoyo]

!I am at the beginning of my "investment journey", planning to put 385K into dividend stocks so that I will be making up to 30% annually in dividend returns. any good recommendation on great performing stocks or Crypto will be appreciated

[@BensonTati]

As a newbie investor, it’s essential for you to have a mentor to keep you accountable. Ruth Ann Tsakonas is my trade analyst, she has guided me to identify key market trends, pinpointed strategic entry points, and provided risk assessments, ensuring my trades decisions align with market dynamics for optimal returns.

[@HaholBarton]

I managed to grow a nest egg of around 120k to over a Million. I'm especially grateful to Adviser Ruth Ann Tsakonas, for her expertise and exposure to different areas of the market..

[@BensonTati]

I don't really blame people who panic. Lack of information can be a big hurdle. I've been making more than $200k passively by just investing through an advisor, and I don't have to do much work.. Inflation or no inflation, my finances remain secure. So I really don't blame people who panic.

[@HaholBarton]

Without a doubt! Ruth Ann Tsakonas is a trader who goes above and beyond. she has an exceptional skill for analysing market movements and spotting profitable opportunities. Her strategies are meticulously crafted on thorough research and years of practical experience.

[@HieouyaAgnèsDoyo]

how would you recommend i enter the crypto market? I am also looking at studying some traders and copying their strategy rather than investing myself and losing money emotionally.. What's your take on this approach? and How can i reach her, if you don't mind me asking?

[@GetOutsideYourself]

0:32, perfect use of British accent: bo'oh'd wah-ah.

[@stephanietate6151]

Wow, not once in this whole video was its popularity among those in the sober-curious movement mentioned once. Not even how it makes it look at first glance like you're drinking but you're not.

[@HarshTekie]

throwing your money away on bottled water is almost as bad as throwing money away on sugar water.

[@treasuretrails]

I thought this was a coffee brand?

[@JonTan-z3e]

imagine u see the day when drinking expensive canned water is seen as counter culture and "rebelling" against society.

[@ingemar_von_zweigbergk]

gold

[@oliviao2238]

Comparing it to Goop, really!

[@jd-py5nm]

tap water can be iffy but you can save a boat load by using a water bottle you buy once and filtering the water at home...

[@christianvelazquezKingz]

Never heard of it

[@josepenaloza7913]

Meanwhile a country in Africa is suffering its worst drought in years. It makes me sick watching marketeers talk about this an achievement rather than a perversion of the system.

[@MattBraun]

they're so far from their original intentions that it's clear they will be an after thought in 24 months.People just don't want to pay $3 for a can of water, especially if that high premium isn't supporting anything meaningful

[@charlech]

A fool and his money soon parted

[@T2uyu]

profit out of people's stupid insecurities is truly the greatest invention of 21st century

[@GreenBuddy760]

I go into a convenience store to buy sparkling water and this is the only garbage they sell. I don't want it, it sucks. I have to go to a grocery store for normal sparkling water now.

[@laurenb6160]

I like it because it’s not in plastic!

[@betterffd]

The 1st time I tried it was a few months ago when I saw it in Dollar Tree for $1.25. Wasn't anything special. Definitely not something I'd go out of my way to get or spend more than that on.

[@scottzavala7334]

When I first tried Liquid death I had a nasty placebo effect. My brain saw a beer can, I forgot it was water, so as soon as took a taste I got a taste of flat beer. Even though it’s just water the look of the can made me feel as if it’s beer that tastes flat and nasty.

[@ThatGuyDharma]

Im proud to say I haven’t bought even 1 of these no matter how many times I saw them🤣🤣

[@philipalcazar]

It's water from the Austrian Alps. So yes, it's top quality but funny enough - it is pretty much exactly what comes out of my tap here in Austria. delicious and free.

[@BB-sl2so]

No, as I know the water doesn't come from the Austrian Alps anymore, they have started to take water from Virginia, USA where they are now located. So they reduce transportation costs.

[@donttouchthisatall]

Is it? I am curious as to where they state that! could you drop me the link?

[@Carterblanche598]

America never fails to surprise me.

[@BobSmith-fx9sz]

Theo Von approves 😂

[@jessoctavio]

What do you mean "Water users"? water users is literally everyone.

[@cloned81]

The point of a water bottle is to be able to close it and refill it. So this product is fun, but at the end of it all a gimmick

[@Foundationsofgreatness]

Personally while it looks cool, I feel like I can taste the metal of the can and it ruins the water drinking experience for me.

[@thediamondprincechristian]

I would never drink it. i dont like its message for my body. thats a real message, you can talk to water and give it certain energy .