Seeking to supercharge its already impressive growth, Liquid Death – the healthy beverage company that launched with the tagline “murder your thirst” – wanted to deepen 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 approached Material to perform a market segmentation that would differentiate Liquid Death drinkers by behavioral and attitudinal factors, then prioritize segments based on economic opportunity and capturability.

Material identified five key segments and provided a detailed analysis of the needs, wants and behaviors of each. With a clear, overarching picture of both current and potential customers and each segments’ priorities – which included social responsibility, lifestyle, culture and price – Liquid Death was empowered to communicate effectively with the three most promising groups, preparing the brand for the next stage in its disruptive growth journey.