‘Cult following’: How Liquid Death sold $3M worth of merch last year

Merchandise has always been a part of canned water brand Liquid Death's marketing strategy; the company started telling t-shirts just a few months after launch in 2019. But what started as a marketing expense has now become a "revenue driver with great margins," Cessario said. Liquid Death did nearly $45 million in sales last year, and $3 million of that came from merchandise.

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