Liquid Death has taken a unique approach to the bottled water market by branding itself with a rebellious, punk rock image, contrasting with traditional luxury water brands like Evian and Fiji that emphasize purity and natural sources. This strategy has allowed Liquid Death to stand out in a crowded market, appealing to consumers who are drawn to its counterculture image. The company has leveraged viral marketing and organic growth, avoiding the high costs of traditional advertising. This approach has been successful, with Liquid Death securing distribution in 113,000 retail locations across the US and UK and achieving $263 million in retail sales in 2023, a 140% increase from the previous year. The brand has expanded its product line to include sparkling and flavored waters, as well as iced teas, which now make up the majority of its sales. Liquid Death's marketing strategy includes partnerships with events like Live Nation concerts, which have helped boost its visibility and appeal. Despite its success, the brand faces challenges in maintaining its edgy image as it grows and competes with both traditional bottled water brands and other beverage categories like nonalcoholic beers and functional drinks.