👉 Background: Liquid Death launched back in 2019 selling a pretty standard product: water. But this water is different. That's because it's sold in a can and it's label looks more like a poisonous drink with a skull on the front.

👉 What happened: Now, Liquid Death, the H20 brand, has raised another $67 million USD. This money was raised at double their previous valuation—we're talking $1.4 billion USD now.

👉 What else: Liquid Death just continues to grow rapidly in a market that is largely undifferentiated.

• It has partnered with event company Live Nation to sell its drink at concerts.
• It was selling in major supermarkets (aka "death dealers") in the US, like Whole Foods.

And these cans of water ain't cheap - they sell for $6.50 a can on DoorDash in Australia.

What's the key learning?

💡No matter how good your product is, if it's undifferentiated, it will get lost in a crowded market.

💡The founder of Liquid Death was a humble graphic designer who saw an opportunity to make water a little more edgy with its "murder your thirst" catchphrase and its "sell your soul" membership. And while the product itself isn't too dissimilar from regular tap water, its brand is.

💡Liquid Death has built a social media presence of more than 8 million users across Instagram and TikTok. And, they even sold skateboards mixed with red paint and Tony Hawk's real-life blood. Your move Mount Franklin.

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