Company Overview - Liquid Death, founded in 2017 by CEO Mike Cessario, is valued at approximately $1.4 billion and is known for its innovative beverage offerings, including water, sparkling water, and iced tea with fruit juice [1][2] - The company achieved scanned sales exceeding $300 million in 2024 and has experienced a compound annual growth rate (CAGR) of 380% since its launch in 2019 [2] Leadership Changes - Ricky Khetarpaul, a former PepsiCo executive, has been appointed as the new CFO, succeeding Karim Sadik-Khan [1][2][3] - Khetarpaul has extensive experience in finance and marketing, having previously served as CFO of Health-Ade and held leadership roles at Lavazza and Walgreens Boots Alliance [3] Market Strategy - Liquid Death's marketing strategy focuses on building strong consumer loyalty, particularly among Gen Z and millennials, who represent over 70% of its customer base [4] - The company has a significant social media presence, with 14.5 million followers across TikTok and Instagram, leveraging entertainment-first marketing to engage young consumers [5] Product Expansion - Liquid Death plans to enter the $23 billion energy drink market in 2026 with a new product, Liquid Death Sparkling Energy, which will be naturally caffeinated from coffee beans [6] - The brand has also launched limited-edition products, such as the Fruity Pebbles sparkling water called Cereal Criminal, available on Amazon [6] Competitive Landscape - The energy drink segment is highly competitive, dominated by established brands like Red Bull and Monster, posing challenges for Liquid Death as it seeks to become a multi-category beverage brand [7]