First reported by The Grocer, the brand is “temporarily” pausing its operations outside the US.
Liquid Death debuted in the UK in the spring of 2023, but is now withdrawing having completed its “strategic shift” from European production to 100% US manufacturing.
“This significantly expanded the company’s healthy beverage product line-up in flavoured sparkling water and iced teas, drove increased volume, and improved margins,” a spokesperson told Food Manufacture.
“Despite strong demand and brand awareness growth in our limited international rollout, we are temporarily pausing international efforts since we no longer have production capabilities outside of the US.”
They added that the brand was excited to meet “international demand in the future when our supply chain can support these efforts”.
Founded in 2017 by Mike Cessario, the Los Angeles-headquartered firm manufactures a range of canned still and sparling water products in a variety of flavours.
Liquid Death is currently listed by Tesco, Iceland, Ocado, Nisa and Co-op, with NIQ data showing that the brand achieved £2m in sales in the year ended 7 September 2024.
Liquid Death ‘performed badly’
F&B analyst and food group director at law firm Rollitts, Julian Wild, explained that Liquid Death has “performed badly” in the UK.
“Whilst Liquid Death, which is huge in the US, has tried to dress up its withdrawal from the UK as being due to insufficient production capacity outside of its home territory, the fact is that the soft drinks brand has performed badly in this country despite a considerable marketing spend,” he told Food Manufacture.
“It seems that the business just hasn’t struck a sweet-sounding cord with UK consumers, who perhaps have not taken to the aggressive branding. I don’t see Liquid Death rising from its watery grave in this country anytime soon.”
‘UK market is different’
Also reacting to the news, the founder of soft drink brand Cano Water Josh White argued that Liquid Death’s marketing strategy had failed to cut through in the UK.
“As the first brand in the world to put water in a can, we’ve always been about authenticity, and I respect what Liquid Death has built,” White said.
“We have the same mission, to kill plastic pollution, and in many ways, we all owe them for helping to grow the category! But the reality is, what works in the US doesn’t always translate elsewhere. The UK market is different. British consumers have a different sense of humour, different drinking habits, and a different relationship with brands. That’s not a failure, it’s just the reality of global expansion.”
He continued by saying that the exit of Liquid Death was bad news for people with an interest in sustainability.
“Every time a purpose-led brand struggles, the big plastic players get to keep doing what they do best, pushing the same old greenwashing bullshit while the planet suffers,” he continued.
“We need to stop being so bitter and start supporting brands that are actually trying to make a difference. I also feel for the team that worked hard to make it happen in the UK. If anyone’s expecting a ‘hurrah’ from us at Cano, you’re looking in the wrong place. We don’t shoot our own.”
White concluded by calling plastic the “real enemy” and stating that the “fight to end plastic pollution” hasn’t finished.
