Water, but make it punk: How Liquid Death took over parties

Liquid Death, a non-alcoholic beverage packaged like beer, has gained immense popularity, especially among Gen Z. Its rebellious branding, eco-friendly aluminium cans, and integration into music and sports events resonate with young consumers. The brand’s success is evident in its $1.4 billion valuation and viral campaigns like ‘Kegs for Pregs,’ which sold out rapidly.