Liquid Death launching an energy drink with “unextreme” caffeine content

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Liquid Death, famous for selling water in cans as if it were a heavy metal beer, is venturing into the energy drink market for the very first time.

Beginning in January 2026, a new product line named Sparkling Energy will debut, featuring slim cans containing 12 ounces and boasting 100 milligrams of caffeine, vitamins, and no added sugars or artificial sweeteners. This formulation places it slightly below Red Bull’s caffeine level but substantially under competitors like Celsius and Prime Energy, which offer around 200 milligrams of caffeine each.

Mike Cessario, the CEO of Liquid Death, expressed to The Wall Street Journal his desire to establish a moderate level of caffeine, similar to a regular cup of coffee, as a counterbalance to what he deemed the excessively caffeinated market.

Canned chaos with clean ingredients

Liquid Death has established its brand by enclosing health-focused beverages in packaging that exudes a chaotic vibe, coupled with unconventional marketing strategies. Initially offering still and carbonated water in cans resembling beer, the product range now encompasses iced teas and bubbly waters reminiscent of soda, with eye-catching names such as “Cherry Demise” and “Murder Cola.

This year, the brand unveiled a Water version of Hot Fudge Sundae, which surprisingly turned out to be quite delicious. More recently, they teamed up with Fruity Pebbles to develop a water flavor reminiscent of fruity cereal milk.

For the forthcoming release of our energy drink, we’re sticking with a familiar strategy. Rather than opting for conventional advertising methods, Liquid Death intends to popularize its Sparkling Energy beverage via humorous video content and shareable material that can go viral.

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2025-07-17 20:18