Liquid Death wants to give the crowded $23 billion energy drink space an extra jolt.
The canned water brand, known for its tagline, “Murder your thirst," is releasing its take on energy drinks starting next year. The beverages, branded as Liquid Death Sparkling Energy, will be available in four flavors: Tropical Terror, Scary Strawberry, Orange Horror and Murder Mystery.
Notably, the drinks contain 100 milligrams of caffeine, far less than other brands. Liquid Death said other companies have “gone overboard” with 200 or more milligrams.
Liquid Death has been gradually expanding its beverage portfolio, and energy is a logical next step given the fast growth of the category. Even if the company can capture a small slice of the massive segment, it will provide a meaningful revenue boost to its bottom line and offer it another growth channel.
Energy drinks will be Liquid Death’s fourth beverage category following water, soda-flavored sparkling water and iced tea. The fast-growing brand posted a record $303 million in scanned sales for the 52 weeks ending June 2024, up 63% versus the prior year, according to its most recent sales figures.
Similar to the company's other offerings, Liquid Death Sparkling Energy is also being positioned as a better-for-you drink. The move to cut the caffeine level compared to its competitors while still offering enough of the stimulant to energize a consumer should help separate Liquid Death from Red Bull, Celsius, Monster and other more well-established players.
At the same time, the new offering can capture energy drinkers who are already loyal to the Liquid Death brand. The company said energy drinks are the No.1 item purchased alongside its product.
Liquid Death Sparkling Energy will contain caffeine naturally sourced from coffee beans, plus B12 and C vitamins. The product will have no sugar, sucralose, aspartame or erythritol, and will instead be sweetened with a unique blend of stevia and allulose.
Liquid Death is the latest beverage company aiming to have a deeper presence in energy.
AB-InBev’s Anheuser-Busch in January said it would partner with sports nutrition and supplements company 1st Phorm to launch energy drinks and other related beverages. Even Jolt, the caffeine-loaded soda brand from the 1980s and 1990s, is returning to shelves as an energy drink.
