Liquid Death, the canned water brand known for its rebellious marketing and commitment to reducing plastic waste, has made the surprising decision to halt international efforts and focus on its home market of the U.S.
Just last year, the brand raised $67 million for new product development and international expansion. Despite this, Liquid Death has recently announced a “temporary pause” in its international rollout. So, what went wrong?
Liquid Death Logistics Woes in Europe
The brand consolidated its production solely in the United States in 2024, shutting down its European manufacturing operations. According to Liquid Death, this strategic move was intended to streamline operations and improve profit margins.
However, shipping canned water from the U.S. to Europe and other international destinations proved to be costly and complex, contributing to supply inconsistencies and increased operational expenses leading to the brand announcing, “We are temporarily pausing international efforts since we no longer have production capabilities outside of the US.”
Despite this official statement, the industry has spent the past month debating what was going on behind the scenes. LinkedIn pundits argued that Liquid Death’s performance in the UK was underwhelming, pointing to the minimal localisation efforts and reliance on U.S. marketing content to find footing in the UK.
Indeed, Liquid Death’s senior vice president of marketing, Dan Murphy, was quoted in Marketing Week as saying the company’s strategy for entering new markets involves “getting into the time machine” to revisit the tactics that fuelled its success in the US.
As the ‘golden-child-brand’ of the advertising world, Liquid Death are widely praised for their marketing and intentionally focus efforts on reaching their cult-like fans with the edgy marketing they love. While this approach of sticking to tried and true US inspired methods will certainly have attracted a niche group of dedicated fans who already love the brand, it likely failed to resonate with a broader audience in the UK where the cultural references and norms are subtly different.
The potential reasons for this have been widely discussed – Harry Lang breaks it down well in this article in the Drum. But in sum, UK shoppers may not have connected with the brand’s punk rock aesthetic due to the UK’s cultural differences in humour, branding preferences, even water drinking habits. Additionally, the UK’s bottled water market is dominated by brands with strong heritage and local appeal, such as Highland Spring and Evian. Liquid Death didn’t carry the same aspirational allure as water from the French Alps or the Scottish Highlands!
Considerations for Liquid Death’s next international campaign
We may never know the full story behind Liquid Death’s retreat from international markets but one thing is clear: the brand will be making a global comeback. And when it does – here’s a few pointers from us on what they should consider for a successful re-entry to the UK and beyond!
- US-Centric Visuals and Tone: Many of Liquid Death’s marketing videos feature distinctly American imagery (think police cars, school buses, and American football scenes) which may be off-putting for international audiences. Subtly adjusting visuals with local setting would help the brand feel relevant to local audiences.
- Consumer Habits Differ: Europe’s widespread use of tap water means bottled water is not a necessity. Education and localised positioning would be needed to justify Liquid Death’s higher price point.
- Cultural Perception of Death Imagery: The “Liquid Death” brand name and skull-heavy visuals might be viewed differently in cultures with stronger taboos and superstitions around death symbolism. Some cultures may find the death-related branding more off-putting than humorous.
- Regulatory and Advertising Restrictions: Some European countries have strict advertising regulations regarding aggressive or misleading claims, which could affect how Liquid Death promotes itself. Countries like Germany and France are particularly cautious about environmental claims so Liquid Death’s sustainability messaging would need to be precise.
When Liquid Death is ready to relaunch internationally, they’ll need locally relevant campaigns to connect with new audiences effectively. At Freedman International, we specialise in helping global marketing teams navigate these exact challenges, supporting bold and brave brands with smooth international campaigns that respect local cultures and drive growth in new markets.
P.S.: If you know anyone on the team at Liquid Death… send them our way!
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