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Liquid Death has carved out a unique place in the beverage aisle, blending bold branding with a growing lineup of canned water and teas. But as its visibility increases, so does the question of whether it’s translating awareness into actual purchasing. CivicScience data show a notable drop in the percentage of U.S. adults who have never heard of the brand, from 59% in 2023 to 43% today. At the same time, the share of consumers who say they’re not interested in buying Liquid Death has steadily risen, outpacing both current users and intenders, pointing to a widely recognized brand that still has work to strengthen consumer appeal.
CivicScience took a closer look at how those most interested in Liquid Death differ from those who are not—highlighting key demographic and behavioral traits that could help the brand identify and reach potential new consumers.
Answer our Poll: Have you ever tried beverages from Liquid Death?
