May 1, 2024
As I was scrolling through my personal LinkedIn feed last week, a review caught my eye – it was about a new beverage brand called Not Beer. Instantly, my mind flashed back to another unconventional brand I had encountered previously: Liquid Death. Both brands had left a lasting impression on me with their bold and innovative approach to branding. Curious, I began to explore further,uncovering a trend that would inspire me to write this blog.
The “trend” I noticed in the beverage industry, incorporated by brands like Liquid Death and Not Beer, is part of a broader movement towards innovative branding and redefining traditional product categories. These companies have challenged traditional standards and captured public attention with their unique goods and marketing techniques. Some people say that Not beer is copying Liquid death and that it is not a trend but I think it is still interesting to observe and see how this type of marketing can benefit different industries.
Liquid Death,with its heavy metal-inspired aesthetic and humorous marketing, reimagined bottled water as a rebellious and edgy beverage. Founded in 2019 by Mike Cessario, Liquid Death aimed to disrupt the bottled water industry by offering an alternative to the boring and environmentally harmful plastic water bottles.With its smooth aluminum cans covered with skull motifs and humorous slogans like "Murder Your Thirst," Liquid Death stood out in a sea of generic bottled water brands.
What sets Liquid Death apart from traditional bottled water brands is its unconventional branding and marketing approach. Instead of promoting purity or health benefits, Liquid Death leans into its rebellious persona, targeting a younger demographic that values authenticity and edginess. By aligning itself with the punk rock and heavy metal subcultures, Liquid Death has cultivated a loyal customer base who embrace its bold and humorous attitude. Can packaging looks like it is an energetic drinking beverage while it is mountain water.
Not Beer, dared to challenge the very essence of beer by branding itself as "not beer," presenting sparkling water in a format typically associated with alcoholic beverages. Not Beer aimed to disrupt the beverage industry by offering a non-alcoholic alternative to beer that still captured the essence of the drinking experience. Not Beer's creative packaging and humorous marketing appealed to those searching for a tasteful and enjoyable alternative to standard alcoholic beverages.
While Liquid Death and Not Beer share similar mindset of challenging the traditional standards and redefining traditional product categories, they approach their markets in different ways. Liquid Death takes advantage on the unconventional appeal of heavy metal and punk rock in the dynamic drinks package, whilst Not Beer presents water in beer-like packaging and following liquid death steps. Both brands have successfully carved out a niche for themselves in the competitive beverage industry, proving that innovation and creativity can disrupt even the most established markets.
In conclusion,the success of brands like Liquid Death serves as a proof to the power of innovative branding and unconventional marketing.
By challenging traditional norms and embracing authenticity, Liquid Death has captured the imagination of consumers and redefined its product category. As more innovators arise in the beverage sector and beyond, it's evident that the days of boring and predictable branding are past. It's time to celebrate the strange, funny, and extraordinary - and who knows what creative brands might come along next?
Even though Liquid Death has been in the market just around 5years, it has been very successful - and its valuation is now close to USD 1.4 billion.
Will Not beer hit the same success?
