Liquid Death will release an energy drink called Sparkling Energy in January, featuring 100 milligrams of caffeine—half the amount found in competitors. The drink will be marketed humorously and will contain vitamins, with no sugar or artificial sweeteners, priced between $2.59 and $3. The company aims for a more sensible approach to caffeine levels, as noted by founder Mike Cessario. Their marketing strategy focuses on creating shareable ads to maximize social media impact, contributing to Liquid Death's $1.4 billion evaluation.
Liquid Death's founder and Chief Executive, Mike Cessario, stated, 'Let's have a sane level of caffeine, that's equal to a cup of coffee, because it seems like the category has gone a little caffeine-crazy.'
Each 12-ounce can of Sparkling Energy will offer vitamins, but no sugar or artificial sweeteners. The expected price will be between $2.59 and $3.
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