In a strategic move to fuel its rapid growth, Liquid Death named Mike Fine its new Chief Retail Officer. The announcement comes as the company hit a record-breaking $303 million in sales for the year ending in June 2024, marking a 63% increase compared to the previous year.
Known for its edgy branding and the tagline “Murder Your Thirst,” Liquid Death aims to further establish itself as a significant player in the non-alcoholic beverage market.
Mike Fine to Lead Retail Expansion
With nearly two decades of experience in the beverage industry, Mike Fine brings a wealth of knowledge to his new role at Liquid Death. Fine has previously held leadership positions at major companies like BodyArmor, Nestlé Waters, Coca-Cola, and PepsiCo.
At Liquid Death, he will oversee the company’s retail expansion and distribution efforts, working to solidify its position in the market.
The company has been steadily expanding its product range beyond its signature canned water, venturing into new categories with offerings like sparkling water, iced tea, and electrolyte drink mixes.
This year, Liquid Death introduced “Death Dust,” an electrolyte drink mix, to diversify and capture a larger beverage market share.
Marisa Bertha Steps into the Role of Chief Strategy Officer
Alongside Fine’s appointment, Liquid Death also announced Marisa Bertha’s promotion to Chief Strategy Officer. Bertha, who previously served as Senior Vice President of Strategy, will now take on a more significant role in guiding the company’s strategic direction.
Her promotion is part of Liquid Death’s ongoing effort to build a strong leadership team capable of sustaining its growth momentum.
As Chief Strategy Officer, Bertha will focus on scaling Liquid Death’s retail and distributor presence. The company has been aggressively expanding its reach in stores nationwide to meet rising consumer demand.
According to recent data, scanned sales at retail locations surged to a record $303 million over the past 12 months.
Building the Next Beverage Giant
Liquid Death CEO Mike Cessario expressed confidence in the new appointments, highlighting the opportunity to accelerate the brand’s retail presence.
“There is a huge opportunity to expand our market share, especially as we diversify with category-expanding products like iced tea,” said Cessario. “Mike Fine and Marisa will play key leadership roles in growing Liquid Death through our next chapter of scale on the road to building the next beverage giant.”
The company’s emphasis on hiring experienced beverage industry veterans has been a recurring theme. Liquid Death’s leadership team includes executives with backgrounds in well-established brands, giving it a solid foundation to support its ambitious growth plans.
Expanding Beyond Canned Water
Liquid Death initially made a name for itself with its unique approach to canned water, which appealed to a younger, environmentally conscious audience.
However, the company’s product portfolio has grown to include sparkling water, iced tea, and electrolyte drink mixes. The company’s innovative marketing and product development have played a crucial role in setting it apart from competitors.
Earlier this year, Liquid Death raised $67 million in a funding round that valued the company at $1.4 billion. The funds have been earmarked for product development, marketing, and further retail expansion.
Liquid Death aims to attract a broader range of consumers and secure a larger share of the growing non-alcoholic beverage market by broadening its offerings.
The Road Ahead for Liquid Death
As it continues to scale, Liquid Death is positioning itself to compete with some of the biggest names in the beverage industry. Adding Fine and Bertha to its leadership team reflects its commitment to strategic growth and market dominance.
With record sales, a growing product line, and a fresh infusion of capital, Liquid Death is well-equipped to maintain its rapid pace of expansion and innovation.
In the coming months, consumers can expect to see more of Liquid Death’s products in retail stores nationwide as the company works to solidify its status as a significant player in the beverage sector.
With its unique branding, experienced leadership team, and expanding product lineup, Liquid Death is set to make waves in the industry for years to come.
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