Liquid Death

Bringing Segmentation to Life to Fuel Growth

Seeking to supercharge its already impressive growth, Liquid Death – the healthy beverage company that launched with the tagline “murder your thirst” – wanted to improve its understanding of current and prospective customers across the consumer landscape. They knew a deeper, more nuanced understanding of packaged beverage drinkers would enable more creative, effective communications and sales strategies to build transformational relationships with their target audiences.

The company partnered with Material to launch a market segmentation that would differentiate Liquid Death drinkers by behavioral and attitudinal factors, then prioritize segments based on economic opportunity and capturability.

WHAT WE DID

Segmentation
Competitive + Market Intelligence
Market Strategy

Approach

We began with in-depth interviews with Liquid Death stakeholders to align on business objectives and design a segmentation approach built to drive growth. From there, we fielded segmentation research to assess the packaged water category, including a survey of 1,000 relevant consumers.

The research identified five high-value segments defined by distinct personality, lifestyle, behavioral and cultural traits. Using Implicit Identity Mapping®, we measured how deeply Liquid Death resonates within each group’s sense of identity. We then built an opportunity framework quantifying segment size, economic potential and capturability – translating insight into clear prioritization.

Finally, we brought the work to life through an activation workshop, equipping the broader team with practical pathways to turn segmentation into strategic action.

Revenue growth since segmentation

100x

Growth since company launch

Product  extensions

Into flavored variants and iced teas

Outcomes

Our partnership equipped Liquid Death with a clear, overarching picture of both current and potential customers and each segment’s priorities and motivations — which included social responsibility, lifestyle, culture and price. This deeper customer understanding empowered the brand to engage effectively with the three most promising groups, preparing Liquid Death to make the right strategic decisions and fuel the next stage in its disruptive growth journey.

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