Liquid Death Inks Deal With MSG, Entering Iconic U.S. Venues

There’s been a flurry of exercise in latest months from Liquid Loss of life, at a time when Quick Firm has labeled the $1.4 billion model’s potential (long-rumored) IPO as one of many “most anticipated” of 2025. Although there is no such thing as a formal submitting thus far, Liquid Loss of life employed Goldman Sachs in 2023 to discover a public providing, declining to remark additional.

The settlement with MSG comes on the heels of Liquid Loss of life’s pact with the Tremendous Bowl 59-winning Philadelphia Eagles. Liquid Loss of life has turn into the Official Iced Tea of the championship NFL crew, with the drink now added to the concession lineup at Lincoln Monetary Subject. The model could have distinguished placement on the venue and through the Eagles’ social media platforms.

The latest strikes give Liquid Loss of life a runway to new demographic teams, together with bulking up an on-site distribution community that already contains bars, eating places, music festivals, and Live Nation venues across the nation. 

With established direct-to-consumer gross sales through its personal website and Amazon, Liquid Loss of life’s nationwide distribution contains chains like Goal, BevMo, Albertsons, Sprouts, and 7-Eleven.

Individually, the model retains up its long-running imply tweets-style marketing campaign, dubbed Greatest Hates, with a brand new entry. This time, it’s a tune carried out reside by nation singer Carter Religion known as “I’d By no means Drink Some Shit Known as Liquid Loss of life.”

The lyrics, as in previous genre-hopping musical tasks, come from damaging evaluations and nasty suggestions concerning the model and its drinks on the web. A pattern: “It’s good to rethink the identify of your product, and please exit of enterprise,” and “somebody as soon as purchased me a can, I by no means opened it, two years later I used it for goal apply.”

Liquid Loss of life gathered these spicy feedback, because it did for Best Hates volumes I, II and III, and gave them a Nashville twist for the newest content material.