I know people are making fun of this brand because most engineers think they are above marketing and people should only buy the constituent product.
What liquid death has done is to provide water in an environment where everyone else is drinking a hard drink. Also the can and branding makes you feel you are having more than water. It is a market need and it is being filled by this company.
That is why the founder will make more money than many FAANG engineers will make in their lifetime combined.
I was recently at a party where a subset of us weren't interested in drinking (all of us were watching calories, so like mocktails/juices weren't a great option). It was a bar where everything was sold by the can (no mixed drinks). We all separately ordered and to my surprise we all ordered Liquid Death in spite of other seltzer waters, such as La Croix, being available. Whatever marketing they're doing is working. Sometimes it feels like not drinking is a "statement" so it's nice having a lowkey non-alcoholic option.
What liquid death has done is to provide water in an environment where everyone else is drinking a hard drink. Also the can and branding makes you feel you are having more than water. It is a market need and it is being filled by this company.
That is why the founder will make more money than many FAANG engineers will make in their lifetime combined.