Liquid Death Appoints New CFO to Drive $1.4 Billion Beverage Companys Expansion Strategy

Basio badr

ago 10 hours

Liquid Death Appoints New CFO to Drive $1.4 Billion Beverage Companys Expansion Strategy

Liquid Death, the Los Angeles-based water startup, has appointed Ricky Khetarpaul as its new Chief Financial Officer (CFO). Formerly at PepsiCo, Khetarpaul’s new role at Liquid Death signals a strategic move to further the company’s expansion plans. Valued at approximately $1.4 billion, Liquid Death is renowned for its edgy, skull-themed cans, offering both water and other non-alcoholic beverages.

Key Leadership Appointment

Ricky Khetarpaul named CFO of Liquid Death.
Khetarpaul replaces Karim Sadik-Khan, who now serves as CFO at Spindrift.
Khetarpaul’s prior experience includes roles at Health-Ade and Lavazza, with significant tenure at PepsiCo.

Company Growth and Market Strategy

Founded in 2017 by CEO Mike Cessario, Liquid Death has achieved notable growth. In 2024, the company’s scanned sales exceeded $300 million, showcasing a 380% compound annual growth rate (CAGR) since its 2019 launch. Recently, Liquid Death entered a new distribution agreement with Big Geyser in New York, aiming to broaden its market reach.

Market Demographics and Innovation

Gen Z and millennials drive the majority of the brand’s consumer base, accounting for over 70% of sales. The company’s innovative marketing strategy heavily relies on social media, boasting 14.5 million followers on TikTok and Instagram. This entertainment-focused approach resonates well with younger consumers, fostering strong brand loyalty.

Future Prospects

Looking ahead, Liquid Death plans to diversify its product lineup by entering the competitive $23 billion energy drink market in 2026 with Liquid Death Sparkling Energy. This beverage will feature natural caffeine sourced from coffee beans. The market segment is dominated by giants like Red Bull and Monster, posing both significant opportunity and competition.

Strategic Marketing and Leadership Role

Khetarpaul emphasizes marketing as a crucial growth driver. Leveraging his past experience in sales and marketing, he aims to harness Liquid Death’s marketing efforts to convert brand awareness into sales, ensuring investments yield high returns. With Khetarpaul’s leadership, Liquid Death is poised to emerge as a prominent multi-category beverage brand.