Having secured the distribution rights for Liquid Death in 2023, Soulfresh launched the brand in 7-Eleven stores Australia-wide in early January and will begin selling through BP in New Zealand in February. Beyond the petrol & convenience channel, Liquid Death will be launching in supermarkets, quick service restaurants and online throughout 2024. A strong focus in on-premise bars, clubs and nightclubs is key to the launch strategy to generate trial and awareness, and the Soulfresh team now has a full-time ‘Thirst Murderer’ in the crew to look after on-premise business development and product seeding.
Liquid Death is one of the fastest growing non-alcohol beverage brands of all time, achieving $100M in retail sales faster than Monster, Red Bull and Celsius. As the first beverage company using comedy and entertainment to promote health and sustainability, it has become the third most followed brand on social (behind Red Bull and Monster) and has 41% higher engagement than Red Bull. The brand’s campaigns use celebrities like Tony Hawk, Travis Barker and Martha Stewart to cut through the cultural zeitgeist in unexpected ways, with extraordinary reach amassing billions of impressions per campaign.
Liquid Death’s products are packaged into infinitely recyclable tallboy cans that can actually compete with the fun marketing of unhealthy brands across energy drinks, beer and junk food. Tightly aligned with Soulfresh’s core values, a portion of Liquid Death’s proceeds goes to nonprofits who are helping to fight plastic pollution and bringing clean drinking water to those in need.
Liquid Death complements the wider Soulfresh beverages portfolio, sitting alongside Lo Bros Kombucha, Not Soda and new better-for-you energy drink Lo Bros UP. The Liquid Death range features a still and sparkling water, and two flavoured sparkling variants (Lime and Mango) that are lightly sweetened with agave nectar.
We invested in Soulfresh at the end of 2019. We believe in its mission to disrupt the food and beverage market with healthier and more sustainable alternatives – and think the time is right for a progressive businesses to reimagine this industry.