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Liquid Death's Merchandise Taps Into Gen Z
Canned water company liquid death has a knack for creating merchandise that's as edgy and outlandish as its flavored waters. The brand's merch is an extension of its broader brand strategy, which includes online videos that tap into the nihilistic, Dadaist meme humor of Gen Z.


Liquid Death has a robust merch store with a wide variety of tees, stickers, wall art and home decor, designed by independent artists. When you buy, a portion of the proceeds goes to the artist.

Merchandise has been a big part of the company's growth, and it's becoming more important than ever as Liquid Death launches new lines of flavored waters. In 2021, branded apparel sales topped $3 million, up from $700,000 the year before.

According to Mike Cessario, the brand's co-founder and CEO, merch is "a way to validate the brand." He says that it has grown beyond its first product, which is the cult-favorite "tallboy" can of water, and it's a way to demonstrate that it has a following that extends to other products. It's also a way to test the waters on what consumers are willing to spend for the brand, which is a valuable tool when launching a new product.

As liquiddeathmerch becomes more interested in branding and a growing number of brands are adding branded merchandise to their primary products, it's no surprise that Liquid Death is taking advantage of this trend. It's a smart move, as it can help the brand gain cool status and become a product that kids want to wear.

Here's my website: https://www.liquiddeathmerch.com/