Latest news with #LiquidDeath
Yahoo
4 days ago
- Business
- Yahoo
Liquid Death CEO on energy drink push, consumers, & growth
Liquid Death ( is keeping close watch on aluminum tariffs, but the impact so far has been minimal. Liquid Death founder and CEO Mike Cessario joins Asking for a Trend with Josh Lipton and Yahoo Finance Senior Reporter Brooke DiPalma to discuss the state of the consumer, Liquid Death's expansion into energy drinks, and whether the company is considering an initial public offering (IPO). To watch more expert insights and analysis on the latest market action, check out more Asking for a Trend here. Mike, welcome and let's start with you. You know, Mike, Trump and trade and tariffs obviously have been front and center for investors, Mike. Could you walk us through whether Liquid Death might do you all have tariff exposure and if so, how you navigate in that? Yeah. I mean, I think with everything, it's been things that go back and forth. They're saying one thing but then not another. I think for us, you know, aluminum cans and aluminum that that's definitely one that we have to keep an eye on, but I mean, as we're seeing now, actual implications are not anything too material to to us that we're seeing right now. But and obviously, we keep a close eye on it. You know, Mike, we're always looking for for line of sight to the consumer. So I'm just curious, based on your business, Mike and what you're seeing, what do you see with the consumer? How how healthy? How resilient, Mike? Does the consumer look to you? Yeah, I think it's a, you know, you can see across CPG and beverage brands, it's it's been a tough year with with the consumer. Um, but I think what you've typically seen in the past, even in recession periods, premium brands tend to still do well in those periods, cuz it might be that, hey, people are not going out to the bar to go spend a hundred bucks on drinks, so they have people at the house, but you're not going to stock the cheap stuff at your house and invite people over, like you probably buy the good stuff, and you kind of create the going out experience in a in a more, you know, cheaper environment. So, you know, we haven't seen through since we've launched all the different things, COVID, everything, um, you know, we've never been hit too hard by, you know, kind of a a shifting consumer sentiment. Mike, you're moving into the fourth category. You're in water, you're in iced tea, sparkling water. Now you're getting into energy and there's just been so much noise in this space. Molson Coors acquired Zoa Energy late last year. We have Celsius buying out Alani. Why does Liquid Death also needs to be in this space too? So, if you look at our brand, right? We are we've always been a more of a younger, millennial, Gen Z brand. And what we've been really successful at is bringing new, younger consumers into these kind of old boring categories that are very very health conscious, like water and low calorie flavored sparkling water. And when you look at those categories, 50% of the sales in either of those in water come from people over the age of 40. In energy drinks, less than 10% of the sales come from people over 40. So, our existing people that follow our brand, we have a massive audience. We just passed Monster Energy for social followers on Instagram and Tik Tok combined. We have over almost 15 million followers, only Red Bulls ahead of us. So, we have this massive audience that love what we do, love our marketing, but maybe they're not frequent consumers of plain water or low calorie sparkling, but they do drink a ton of energy. And how can Liquid Death create a better a truly better for you option in this space that then allows us to convert more of our massive fan base into more frequent drinkers. Mike, I've loved following your marketing campaigns, all the energy behind the brand over the past three years and back in October 2022, when we chatted, you had told Yahoo Finance that you were exploring all possible paths. And we do have a new report from the S&P Global out this morning saying that IPO activity in Q2 was up more than 33% compared to Q1. And so, Mike, is an IPO on the table for Liquid Death? Look, I mean, we're really just focused on building a big, profitable business. And as long as we are able to achieve that and keep our eye on that goal, we're going to have all the optionality that we want and, you know, timing optionality of when we would want to go if we did want to go. So, yeah, we don't have anything specifically set in mind, um, or planned. We're just looking at how do we maximize our optionality where if we want IPO as an option, then it's a realistic option for us. Mike, it's been pretty amazing to see the M&As that have happened though this year. Pepsico buying out Poppi, your current valuation at 1.7 1.4 billion dollars as of last year. So, M&A, what do you make of this in this space right now? It's certainly buzzing. Yeah, I think you can see that a lot of the, um, the bigger brands have really been struggling with growth over the last two years, and predominantly the last year. So I think the appetites finally now that you can't keep raising price, which is kind of the growth lever through a lot of COVID isn't there, they're, you know, they they have to now start invest they're starting to invest in acquiring growth through some of these M&A deals with these brands. Mike, I have to ask you about uh, Ozzy Osbourne as well, Mike, who, of course, passed away this week. You all had a partnership with Ozzy. Mike, could you just walk us through that partnership, how it came about, Mike, and what it meant for the company? Yeah, I mean, I grew up listening to punk and metal music and Ozzy was a huge sort of influence for me. So, when we got to work with him, um, about two years ago, the first time and then very recently, we we did something else with them. It was so cool for for me and, you know, just what a great guy and family, like they were so easy to work with. And, um, yeah, I mean, pretty wild that one of the last things that he did before he died was a Liquid Death campaign where we sold his DNA on cans of Liquid Death iced tea. Um, so, yeah, was pretty sad to see him go. But, um, What was the what was the reception that, like Mike? It was incredible. It's one of our highest performing social things we've done in a long time. And yeah, I mean, I think people are reselling the cans on eBay right now for like $20,000 a piece. Wow. So, um, yeah, I think it was just a really fun way to you know, celebrate Ozzy as like there will never be another Ozzy Osborne. So literally, the only way is if you clone them. I think that was kind of a fun sentiment to to put out there. Related Videos How meme stock mania is a 'sign of the times' 'We ask for more data' than FICO: VantageScore CEO Exciting Time, Data Center Construction Booming: Aon CFO Low volatility, US dollar, tech 'super boom': Market Takeaways Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Miami Herald
6 days ago
- Entertainment
- Miami Herald
Popular water brand taking on Red Bull, Monster, and Celsius
Walk into any gas station or grocery store and the energy drink shelf almost glows. Red Bull, Monster, and Celsius dominate with bold cans, big promises, and even bigger caffeine counts. The category's become synonymous with intensity - both in branding and formulation. But with that dominance comes fatigue. For every ultra-energized gym rat, there's a consumer who wants a lift without the jitters - or a flavor that doesn't taste like battery acid. That disconnect created space. Related: These clean food brands are rightfully challenging the FDA And now one of the most disruptive beverage brands of the last five years sees an opportunity to shake things up. This company made its name with tallboy cans of water disguised as beer. It exploded online with edgy marketing, earned shelf space in major retailers, and built a surprisingly loyal base across Gen Z and Millennials. Now, it's betting that same formula: humor, health, and a little rebellion. That mix could help it punch through a market ruled by caffeinated giants. Its plan? Launch a new energy drink that dials everything down. Because when the entire industry screams, sometimes the smartest move is to whisper. Image source: ZikG/Shutterstock According to Food Dive, Liquid Death is entering the $23 billion U.S. energy drink industry with a bold yet counterintuitive strategy: less is more. Its new line, Liquid Death Sparkling Energy, will roll out in 2025 across four flavors: Tropical Terror, Scary Strawberry, Orange Horror, and Murder Mystery. Each can contains just 100 milligrams of caffeine, roughly half of what's standard for competitors like Celsius and Monster. That's not a mistake. It's the hook. The brand says many energy drinks have "gone overboard," citing the rise of 200+ milligram offerings that can leave consumers wired and crashing. Related: Heinz announces a genius new product fans will love Liquid Death is positioning itself as the balanced energy option. One that energizes without overwhelming. The drink is also sweetened with stevia and allulose (not sugar, aspartame, or erythritol), and includes naturally sourced caffeine from coffee beans, plus vitamins B12 and C. This marks the brand's fourth category expansion after water, iced tea, and flavored sparkling water. And it's well-timed: Liquid Death reported $303 million in scanned sales over the past year, a 63% increase year-over-year. With energy drinks already the No. 1 item purchased alongside its products, the brand sees massive upside and a ready-made customer base. Liquid Death isn't just launching another new drink. It's making a play to shift consumer expectations. Where most energy brands compete on more, Liquid Death is zagging toward less. Less sugar. Less crash. Less pressure to live like a high-performance influencer. It's a positioning move designed to resonate with health-conscious Millennials and Gen Z shoppers who've already made Liquid Death a viral success in other categories. Celsius, Red Bull, and Monster still dominate, but they face a potential blind spot: none offers a mainstream product that balances natural caffeine, clean ingredients, and low stimulation in the same irreverent, on-brand package. More in Retail: Why the latest Messi Stanley collab is smarter than it looksNike eliminating some classic sneaker modelsLululemon's pricing change sends an ominous sign Even a 1% share of the U.S. energy drink market could represent over $200 million in new revenue. For a company that built a business off canned water and attitude, it's a calculated leap - and one that could pay off quickly. Liquid Death already sells in major retailers like Target and Walmart, and its appeal goes beyond novelty. If the energy line lands, it could become more than a niche challenger. It could become the anti-Monster. And that might be its greatest strength yet. Related: Forget the ice cream man, try this healthy take on a summer treat The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
New York Post
6 days ago
- Entertainment
- New York Post
Ozzy Osbourne's unique, but fitting final business ventures — including cans laced with his DNA
Can Ozzy Osbourne be resurrected? If you'd like to give it a try, purchase a can of this while supplies last. The legendary 'Prince of Darkness' who died on Tuesday at 76 partnered last month with Liquid Death – the canned water brand known for its heavy metal aesthetic – to sell special-edition cans of iced tea. The major, head-banging twist: These cans purportedly bear traces of Osbourne's DNA. 4 Ozzy Osbourne crushing a can of Liquid Death iced tea. Liquid Death The ad pitch from Liquid Death claims the 'Iron Man' singer drank and then crushed 10 cans of its iced tea, leaving behind 'trace DNA from his saliva.' 'Now, when technology and federal law permits, you'll be able to replicate Ozzy Osbourne and enjoy him for hundreds of years into the future,' the company said. 'DNA integrity and cloning results not guaranteed,' the company added. With Osbourne's signature on each package, the cans originally sold out quickly at $450 a pop – but that price soared as high as $4,655 for a resale on eBay after his death on Tuesday. 'Ozzy Osbourne is 1 of 1. But we're selling his actual DNA so you can recycle him forever,' Liquid Death said of the collaboration, which is called 'Infinitely Recyclable Ozzy.' 4 Three crushed cans with Ozzy Osbourne's signature – and apparent traces of his DNA. Liquid Death A regular Liquid Death iced tea sells for about $2 at Walmart and Stop & Shop. The Black Sabbath frontman also partnered with UK-based Jolie Beauty earlier this month on a limited-edition makeup collection with the moniker 'I'm Going Through Changes'. It included makeup brushes with black and red bristles, a hand mirror that looks like a vinyl record and lip products and eye glitters with shade names like 'Bloodbath,' 'Nightmare' and 'Hellraiser.' These weren't Osbourne's first unconventional partnerships. 4 Ozzy Osbourne performing during the half-time show at the 2022 NFL season opening game. Getty Images In 2003, Chipotle created the Chipotle Celebrity Card – which grants unlimited Chipotle for one year – for Osbourne. As of 2022, he was the only lifelong cardholder. Osbourne died 'surrounded by love,' his family said in a statement to The Post shortly after his death on Tuesday. 'It is with more sadness than mere words can convey that we have to report that our beloved Ozzy Osbourne has passed away this morning,' said the statement from his wife Sharon and four of his six kids – Jack, Kelly, Aimee and Louis. 4 Ozzy Osbourne's eyeshadow palette with makeup brand Jolie Beauty. Jolie Beauty His death came more than five years after he announced his Parkinson's disease diagnosis, and just a few weeks after his final show reunited with Black Sabbath in the band's hometown of Birmingham, England. Osbourne was known for his outrageous behavior – allegedly biting the head off a dove during a 1981 record company meeting and allegedly doing the same to a bat during a 1982 show in Iowa. The metal icon reportedly snorted a line of ants while on tour in the 1980s, according to documentary 'The Dirt,' and was arrested for urinating on the Cenotaph, a landmark at the Alamo in Texas. His antics only fed his legendary career as Sabbath's lead singer, a successful solo artist and star of the reality TV series 'The Osbournes,' which ran from 2002 to 2005.
Yahoo
7 days ago
- Entertainment
- Yahoo
Ozzy Osbourne Sold Cans of His DNA Just Before His Death
Ozzy Osbourne Sold Cans of His DNA Just Before His Death originally appeared on Parade. Ozzy Osbourne sold cans with his DNA on it only a month before his death at the age of 76. In collaboration with drink company Liquid Death, the legendary rocker sold ten cans of "Infinitely Recyclable Ozzy" for $450 each in June. "Yes, we really got the Prince of Darkness to drink from 10 cans of our low-calorie Iced Tea. And yes, he actually crushed each can himself. In the process, he left behind trace DNA from his saliva that you can now own. He even hand-signed each packaging label." the product's description read. "Now, when technology and federal law permits, you'll be able to replicate Ozzy Osbourne and enjoy him for hundreds of years into the future. Only 10 available to buy," it continued. "DNA integrity and cloning results not guaranteed." What the lucky 10 do with the cans is up to them, though Osbourne did have one suggestion before he passed, sharing in a statement: "Clone me, you bastards." One of the buyers was revealed to be Blink-182 drummer Travis Barker, who performed with Black Sabbath during their farewell tour and was a longtime fan of Osbourne. Barker announced the news by sharing a picture of his "Infinitely Recyclable Ozzy" can on his Instagram stories last month. Though Osbourne encouraged his fans to clone him after his death, Liquid Death maintains on their website that Osbourne is "1 of 1" but that they were selling his DNA to "recycle him forever." 🎬SIGN UP for Parade's Daily newsletter to get the latest pop culture news & celebrity interviews delivered right to your inbox🎬 Ozzy Osbourne Sold Cans of His DNA Just Before His Death first appeared on Parade on Jul 22, 2025 This story was originally reported by Parade on Jul 22, 2025, where it first appeared.
Business Insider
22-07-2025
- Entertainment
- Business Insider
Ozzy Osbourne's final business ventures: Selling his DNA on tea cans and a makeup collection
Shortly before he died, Ozzy Osbourne embarked on a business venture that could let fans "recycle him forever" — technology permitting. Osbourne died on Tuesday at the age of 76. Though he was known for his role as the lead singer of the heavy metal band Black Sabbath, Osbourne spent the months before his death launching a series of notable brand partnerships. The so-called "Prince of Darkness" teamed up with the company Liquid Death in June on a product called "Infinitely Recyclable Ozzy." He drank 10 cans of the brand's iced tea, leaving "trace DNA from his saliva" on the now-precious metal, according to the company. Osbourne also signed each package, which originally sold for $450 each. (A six-pack of the teas goes for $13.83 on Amazon). Liquid Death said in fine print that it couldn't guarantee "DNA integrity and cloning results." At the time of writing, the coveted cans were sold out on Liquid Death's website. One sold on eBay on July 22, the day of his death, for $4,655. Osbourne, who sometimes wore dark eyeliner, also dipped his toe in the makeup world in the weeks before his death. On July 1, the UK-based makeup brand Jolie Beauty announced it was partnering with the rock legend and launching a limited-edition collection. Customers could preorder the entire collection, which included brushes, lipsticks, and a makeup bag emblazoned with an Osbourne-esque skull, for $553. The CEO of the Birmingham-based company said in a video on Facebook that the opportunity was an "absolute honor," noting that Osbourne himself was from Birmingham, England. Representatives for Liquid Death and Jolie Beauty did not immediately respond to a request for comment from Business Insider. In the early 2000s, Osbourne starred in the MTV reality show "The Osbournes" alongside his wife and kids. His somewhat unconventional business partnerships weren't entirely new, either — in 2003, Chipotle created the Chipotle Celebrity Card for him, which grants unlimited Chipotle for one year. As of 2022, he was the only lifelong cardholder. Osbourne struggled with Parkinson's disease in the final years of his life, but joined Black Sabbath for a final concert earlier in July in Birmingham. His family said he died while "surrounded by love" in a statement.
