Introducing Liquid Death in Australia: Soulfresh welcomes a global phenomenon

Soulfresh, a prominent distributor of food and beverages, proudly announces the addition of Liquid Death to its esteemed portfolio, extending its reach across the vibrant landscapes of Australia and New Zealand.

Founded by the visionary Mike Cessario, Liquid Death swiftly garnered international acclaim upon its inception. With daring slogans like "Murder Your Thirst" and a staunch commitment to environmental sustainability embodied in its "Death To Plastic" mantra, Liquid Death's ascent has been nothing short of meteoric.

Innovative packaging: The rise of the aluminium can

At the heart of Liquid Death's ethos lies its distinctive packaging: the infinitely recyclable 500ml tallboy aluminium cans adorned with the brand's iconic melting skull insignia. This fusion of eye-catching design and eco-consciousness has resonated deeply with consumers worldwide, catapulting Liquid Death into the upper echelons of global beverage brands. Notably, using sustainable aluminium packaging underlines Liquid Death's unwavering dedication to environmental stewardship, aligning seamlessly with contemporary eco-friendly trends.

Cultural impact and social media dominance

With a staggering social media following exceeding 7.9 million across TikTok and Instagram, Liquid Death commands attention as the third most followed beverage brand globally, trailing only behind industry titans Red Bull and Monster. This formidable digital presence highlights the brand's cultural influence and resonates with a diverse array of discerning consumers. Liquid Death's distinctive marketing approach, characterised by irreverence and authenticity, has captivated audiences, cementing its status as a cultural phenomenon.

Rai Bostock, Soulfresh's esteemed General Manager of Beverages, lauds Liquid Death as a true category disruptor, heralding its innovative approach to consumer engagement and brand storytelling.

"Liquid Death is turning the health and wellness category on its head with its sometimes-shocking, always-entertaining take on consumer marketing. Having the opportunity to bring this leading brand to our customers is extremely exciting and will only strengthen our retail offering in each market," he exemplified.

By integrating Liquid Death into its expansive retail network, Soulfresh reaffirms its commitment to delivering cutting-edge offerings that resonate with contemporary consumer sensibilities. The synergy between Liquid Death and Soulfresh promises to invigorate the Australian and New Zealand beverage markets, offering consumers a refreshing alternative that transcends traditional paradigms.

Marisa Bertha, Liquid Death's esteemed Senior Vice President of Strategy, emphasises the brand's unwavering commitment to meeting consumer demand on a global scale.

"We get daily messages from fans asking when they can buy Liquid Death in their home countries. Australia is one of the top overseas markets we hear from, so we are thrilled to share that we are now live and murdering thirst in the country," said Bertha.

With Australia emerging as a key overseas market and fervent expressions of interest pouring in from enthusiasts worldwide, Liquid Death's expansion into the region heralds a new chapter of growth and opportunity. The brand's availability in all 7-Eleven stores nationwide and select independent grocery outlets signifies a significant milestone, marking the culmination of relentless dedication and strategic foresight.