Liquid Death shook up the industry and proved that canned water could be cool. In the US, they built a movement.
However, it was announced this week that the brand was withdrawing from the UK less than two years after it launched. So why did Liquid Death struggle to make a splash in the UK?
This isn’t just about one brand’s challenge – it’s a lesson in market dynamics, consumer behaviour and the real fight against plastic’s grip on the drinks industry.
Why the UK is different
Liquid Death treated water like an energy drink, a strategy that worked in the US but didn’t translate in the UK. Here, consumers prefer authenticity over hype. The UK drinks market is brutal – without serious volume and strong retail partnerships, success is an uphill battle.
At Cano Water, we didn’t chase supermarket shelf space or throw cash at retail fees. We built our brand organically, focusing on hotels, coffee shops, restaurants, head offices, nightclubs, and hospitality venues – places where customers actively seek alternatives to plastic. We spent little on marketing, yet we’re still here because we earned consumer trust, not bought it.
Liquid Death’s UK exit isn’t good for the category, but it highlights a truth: building a brand takes time, patience, and deep consumer understanding.
Throwing money at festivals won’t build brand loyalty
Some brands enter the UK with big budgets, throwing money at festivals and supermarket shelf space, expecting brand loyalty to follow. But festivals are a throwaway market – a cesspit of wasted cash that doesn’t build real connection or love for a brand. Businesses that operate this way care more about the cash going into their pockets than the brand itself.
We’ve always been wary of this approach. At Cano Water, we look for people who actually care – about the movement, our mission, and our brand. That’s real authenticity. Consumers can spot an inauthentic brand a mile away, and no amount of festival sponsorship or retail placement can buy their trust.
The UK drinks space is ruthless – supermarkets set the rules, margins are thin, and only those who build lasting consumer trust survive. Liquid Death’s UK exit is a lesson: know your market, understand your audience, and play the long game.
The long haul
We’re not here to celebrate a competitor’s struggle. The real enemy is plastic. Liquid Death made waves, and their impact remains. However, they may have underestimated the everyday UK consumer, who values simplicity over flashy, US-style marketing.
At Cano Water, we’re proving that canned water isn’t just a passing trend – it’s the future. And we’re here for the long haul. Let’s keep it proper.
