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Soft drinks manufacturer Liquid Death has announced it is 'temporarily pausing' operations in the UK, less than two years after launching in the country.

The brand made its debut in spring 2023 but has now completed a strategic shift from European production to 100% US manufacturing.

The Los Angeles-headquartered company, founded by Mike Cessario in 2017, has rapidly gained attention with its range of canned still and sparkling water products, available in various flavours.

Despite the 'strong demand and brand awareness' during its brief international presence, Liquid Death has opted to focus its efforts on its US operations for the time being.

The company told FoodBev in a statement: "As of summer 2024, Liquid Death completed its strategic shift from European production to 100% US manufacturing. This significantly expanded the company's healthy beverage product lineup in flavored sparkling water and iced teas, drove increased volume and improved margins."

"Despite strong demand and brand awareness growth in our limited international rollout, we are temporarily pausing international efforts since we no longer have production capabilities outside of the US. We look forward to meeting the international demand in the future when our supply chain can support these efforts."

UK market reality

In response to the news, Josh White, CEO of UK-based Cano Water, expressed respect for the brand’s achievements and its role in growing the category in a LinkedIn post. He acknowledged that although Liquid Death had made a significant impact in the US, the UK market posed unique challenges, with British consumers having different humour, drinking habits and relationships with brands.

He argued that while the withdrawal was not a failure, it highlights the realities of global expansion. “What works in the US doesn’t always translate elsewhere,” he said. "The UK market is different." He also emphasised the importance of supporting purpose-driven brands, especially in the fight against plastic pollution.

“Every time a purpose-led brand struggles, the big plastic players get to keep doing what they do best, pushing the same old greenwashing bullshit while the planet suffers,” White remarked, stressing that the 'real' enemy is plastic. "We need to stop being so bitter and start supporting brands that are actually trying to make a difference."

Top image: © Liquid Death Mountain Water