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

It may look like a beer can, but it isn’t alcoholic. That’s how consumers often describe Liquid Death , the latest craze in non-alcoholic drinks . For many, carrying a tall can of this ‘ water with attitude ’ means they can join in at parties and social events without feeling left out. Far from being beer, Liquid Death is simply water packaged with a rebellious twist—designed for those who want to party hard without the alcohol.
“It makes you feel like you’re still part of the social drinking scene. There’s just something about holding a can when everyone else is drinking beer,” expressed a Reddit user. Why are so many Gen Z party-goers swapping pints for a tall can of water that looks just like beer?

What is Liquid Death
It’s still or sparkling water, but dressed up like a craft beer. Packaged in oversized, beer-style aluminium cans stamped with a skull logo and slogans like ‘ Murder Your Thirst ’ and ‘Death to Plastic’, the brand has, since its 2019 launch, built a bold, rebellious identity that resonates with young consumers, particularly those aged 18 to 34.
The company was founded by graphic designer Mike Cessario in 2017–18 and was originally crowdfunded through attention-grabbing mock ads.

What makes Gen Z pick it up
Experts and consumers cite several reasons why Liquid Death is becoming a favourite among youngsters, especially party-goers.
It looks like alcohol. The can resembles a beer or an energy drink, so people can drink it at parties without anyone realising it’s water. One Reddit user explained, “I love going to concert venues that have this. Feels like I’m still participating.” Another consumer added, “Its purpose is partly to help with the habit of drinking, and partly to meet the social expectation of drinking. You’re used to grabbing a can, whether in private or public. Now you can reach for water instead of alcohol.”
It has also become part of a lifestyle. The company partners with music festivals , skateboarders, and internet culture, making the drink feel more like a community than just a product. Speaking to The Guardian, Megan Dorian, founder of a PR and marketing company, said: “Liquid Death has effectively created a lifestyle brand rather than just a beverage. By integrating into music festivals and extreme sports events, it has fostered a sense of community among its consumers.”
The brand also carries a social message of eco-friendliness. Its aluminium cans are recyclable, and it champions the motto “death to plastic”. Marketing expert Rachel Egan told The Guardian that the brand was getting “Gen Z marketing spot-on” because it addresses their concerns, such as the climate crisis. The company itself stresses that its aluminium cans are “infinitely recyclable”.
Another reason is the cool branding of the product. The heavy-metal design and dark humour make it feel edgy rather than boring. Plus, it’s health-friendly — just water with no sugar, no calories, and no hangover.

Sold out in 14 minutes
Earlier this year, Kylie Kelce launched a playful campaign with Liquid Death called “Kegs for Pregs”—a five-litre keg of water designed especially for expectant mothers. The ad poked fun at traditional pregnancy rules, encouraging mums-to-be to embrace some light-hearted fun. The response was instant. The product sold out in just 14 minutes, showing how strongly it resonated with today’s confident, upbeat mums.

Market value:
- In 2023, sales in the US reached around $263 million.
- By 2024, the company was valued at $1.4 billion.
- A 12-pack (500 ml each) of Still Mountain Water is priced at around ₹14,761, Sparkling Mountain Water at ₹12,885, and Severed Lime Sparkling Water at about ₹19,167.

Sober sipping picking up
In India, drinks that look like alcohol but aren’t are just starting to catch on. Their packaging and ‘beer-like’ feel let non-drinkers blend in at social gatherings, avoiding awkward questions about why they’re not drinking.
Millennials and Gen Z are slowly warming up to these options as they allow people to enjoy the party vibe without the hangover. Local brands are now stepping into this space.
Some consumers see them as a safer way to decide whether they want to drink alcohol. A Reddit user noted, “Probably for first-time drinkers to decide whether to try beer or not without actually being drunk.” Others who’ve tried NA beer say, “It’s non-alcoholic, but malt-flavored, so it tastes exactly like beer. It’s cheaper too.” Another consumer added, “In social settings, it helps—I can enjoy a beer or wine without it turning into bottles or cases.”
According to market research, India’s non-alcoholic beverages market was worth about ₹1,377 billion in 2023 and is projected to reach nearly ₹1,986 billion by 2028, growing at 7.3% annually.