Building a $1 Billion Beverage Brand With Mystique

Benoit Vatere, chief media officer at Liquid Death, argues that maintaining the brand’s core mystique is essential as the company scales toward a $1 billion valuation, emphasizing a strategic shift from direct-to-consumer focus to retail-first distribution and full-funnel media planning that converts awareness into measurable in-store purchases.

Vatere, who brings 25 years of experience building ad tech products in Los Angeles and an engineering background to the role, explained during a live episode of Marketing Vanguard from Brandweek Atlanta that Liquid Death’s growth depends on constructing a complete marketing funnel that transforms entertainment-driven content into retail trial without relying on direct-to-consumer channels.

He emphasized that the chief media officer’s primary responsibility is building a full-funnel media strategy that bridges awareness to actual purchase behavior, a critical challenge for consumer packaged goods brands seeking to translate brand visibility into sales through traditional retail partnerships.

According to Vatere, Liquid Death’s approach prioritizes frequency over reach in media planning to strengthen mental availability, ensuring the brand remains top-of-mind for consumers when they make purchasing decisions in stores.

The company has developed a technology stack designed to connect upper-funnel brand engagement with lower-funnel retail conversion, enabling data-driven decisions that support scalable growth while preserving the brand’s distinctive identity.

Vatere highlighted that having a CEO who also serves as chief marketing officer creates an organizational advantage by aligning vision and execution, particularly important for challenger brands competing in crowded categories like the $350 billion beverage market.

Liquid Death employs a conquest strategy in competitive categories, targeting consumers already purchasing similar products by offering a differentiated alternative that aligns with health-conscious and sustainability-focused trends.

The brand’s origins trace back to 2009 during the Vans Warped Tour, where founder Mike Cessario observed musicians drinking water from Monster Energy cans due to sponsorship obligations, inspiring the concept of “podium water” for everyday consumers.

Officially founded in 2017, Liquid Death began as a tongue-in-cheek idea but has grown into a cult favorite by addressing a societal need beyond hydration—helping consumers keep up appearances in social settings where holding a beverage can signals participation.

As of May 2025, the brand’s valuation reached $1.4 billion following a $70 million raise by Science Inc, up from an initial $525 million valuation in early 2022 and a revised $700 million valuation by the end of that year.

Vatere’s strategy centers on protecting Liquid Death’s core mystique—its bold, irreverent branding and countercultural appeal—while scaling through disciplined creative positioning, deep retailer partnerships and data-informed media investments that avoid diluting the brand’s edge.