"Founded in 2017 by CEO Mike Cessario, Liquid Death is valued at approximately $1.4 billion and is known for its edgy, skeleton-stamped tallboy cans filled with water, sparkling water, or iced tea with fruit juice-not alcohol. In 2024, the company's scanned sales were north of $300 million, and it has achieved a 380% CAGR since its 2019 launch. This month, Liquid Death announced a new distribution deal with Big Geyser in New York."
"Khetarpaul succeeds Karim Sadik-Khan, who joined Liquid Death as finance chief in June 2024. Sadik-Khan is currently the CFO at Spindrift, according to his LinkedIn profile. Before joining Liquid Death, Khetarpaul was the CFO of Health-Ade, a kombucha and gut-health soda brand. He previously served as North America CFO for Lavazza, spent over eight years in finance at PepsiCo, leading reporting, forecasting, and planning for a $5 billion beverage portfolio, and held leadership roles at Sabra Dipping Co. and Walgreens Boots Alliance."
Liquid Death, founded in 2017 by CEO Mike Cessario, is valued at approximately $1.4 billion and sells water, sparkling water, and iced tea in tallboy cans. Scanned sales exceeded $300 million in 2024, with a 380% compound annual growth rate since 2019. The company expanded distribution with a new deal with Big Geyser in New York. Ricky Khetarpaul, a former PepsiCo finance leader and ex-CFO of Health-Ade, was hired as finance chief, succeeding Karim Sadik-Khan. Khetarpaul noted consumer loyalty as the biggest CPG challenge and cited Liquid Death's large fan base. Gen Z and millennials account for over 70% of customers, driven by entertainment-first marketing and sober-curious trends.
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