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Liquid Death, the edgy beverage brand renowned for its bold, metal-inspired marketing and canned water, is poised to make an entry into the energy drink market.

According to the Wall Street Journal, the company plans to launch its new product, Sparkling Energy, in January 2026 – a move that appears to be a natural extension of its brand identity.

With its distinctive packaging and rebellious, metal-inspired image, Liquid Death has long seemed well-suited for the energy drink category. The upcoming Sparkling Energy will be packaged in 12-ounce skinny cans, a shift from the brand's signature beer-style cans, and will contain 100mg of caffeine –similar to established players like Red Bull, which offers 114mg. This level of caffeine is notably lower than many recent entrants, such as Celsius and Prime, which often feature higher caffeine content.

Liquid Death founder and CEO Mike Cessario told the Wall Street Journal that the brand’s intention to provide "a sane level of caffeine," akin to a cup of coffee, caters to a growing consumer preference for healthier options.

The energy drink sector has seen remarkable growth over the past decade, now valued at approximately $23.9 billion in the US. Liquid Death's entry into this market aligns with a broader trend where consumers are increasingly seeking better-for-you beverages.

According to Mintel's analysis, options that balance lower sugar with moderate caffeine have gained significant traction, making this an opportune moment for Liquid Death to introduce its product.

Liquid Death's marketing strategy for Sparkling Energy will mirror its successful approach with its water and flavoured beverages. The company plans to use humour in its advertising, producing online content that pokes fun at traditional energy drink marketing clichés, which often lean towards hypermasculine themes. This approach is expected to resonate with consumers looking for authenticity and relatability in brand messaging.

The pricing for Sparkling Energy will range from $2.59 to $3.00 per can, placing it competitively within the market. This pricing strategy is consistent with Liquid Death's previous products, which have typically been positioned at the higher end of their respective categories.

By positioning itself as a more balanced choice in an otherwise high-octane market, Liquid Death is strategically leveraging its existing brand identity to capture a unique niche.

With a valuation of $1.4 billion following its latest funding round, Liquid Death's confidence in its new offering underscores the potential for innovation within the beverage industry.