“The fandom has helped catapult Liquid Death to more than just a highly branded can of water—it’s a way of life. Since the brand’s first sold can in 2019, more than 225,000 people have ‘legally sold their souls’ to the Liquid Death Country Club, a membership program that allows patrons early access to merch drops and live events, according to a spokesperson for the company. Others have gone so far as to tattoo the brand logo on their body, making a reality out of what I can only assume has been every CMO’s dream for the past decade. Liquid Death is the third best-selling carbonated water brand on Amazon and its most recent round of funding has bolstered the company’s valuation to a staggering $700 million.” How Liquid Death Became Gen Z’s La Croix.

+ I’m sticking with Polar’s Orange Vanilla Seltzer. Til death do we part.