{"brandKit":{"palette":[{"name":"Void Black","hex":"#0a0a0a","role":"background"},{"name":"Bone White","hex":"#f5f2ea","role":"text"},{"name":"Toxic Yellow","hex":"#f5d91e","role":"primary"},{"name":"Bloodbath Red","hex":"#6e0d13","role":"accent"},{"name":"Rust Copper","hex":"#ae6c59","role":"secondary"},{"name":"Slate Ink","hex":"#2c3155","role":"muted"}],"fonts":{"heading":{"family":"Knewave","fallback":"'Knewave', 'Barlow Condensed', 'Arial Narrow', sans-serif"},"body":{"family":"Barlow","fallback":"'Barlow', 'Nunito Sans', Inter, Arial, sans-serif"}},"primaryColor":"#f5d91e","footerHtml":"

LIQUID DEATH MOUNTAIN WATER

Murder your thirst, not your mailbox.

Unsubscribe or manage your preferences to stop this haunting.

You are receiving this email because you agreed to be brainwashed by Liquid Death marketing.

","voiceSummary":"Liquid Death talks like a death-metal roadie hawking canned water: absurdist, profane-adjacent, and gleefully theatrical, never like a beverage company. Product names lean horror-comedy (Murder Mystery, Orange Horror, Tropical Terror, Scary Strawberry), headlines run in all caps and short punchy phrases (\"MURDER YOUR THIRST,\" \"LESS SUGAR. HUGE FLAVOR.\"), and the copy constantly winks at its own bit while still landing real product facts (5 calories, 100mg caffeine, zero sugar, infinitely recyclable cans). It treats health-conscious ingredient claims as a punchline delivery vehicle rather than a wellness pitch. Even transactional UI copy gets a joke (\"you agree to be brainwashed by Liquid Death marketing\"), and cause-marketing (killing plastic bottles) is folded into the same dark humor rather than treated earnestly. The brand never sounds corporate, never hedges, and never explains the joke.","layoutNotes":"Dark, high-contrast layout: near-black background (#0a0a0a) dominates hero sections and site chrome, with bone-white (#f5f2ea) body and headline text set against it for maximum contrast. Toxic yellow (#f5d91e) is reserved for primary CTAs, badges, and small high-impact accents (button backgrounds with black or white text on top), not for body copy. Bloodbath red (#6e0d13) and rust copper (#ae6c59) show up in product photography, flavor badges, and secondary graphic accents rather than as UI chrome. Headlines are large, bold, all-caps, and center-aligned over full-bleed product photography; buttons are rectangular/sharp-cornered (no rounded pill shapes observed) with bold uppercase labels. Fonts declared on site (Knewave, Barlow, Barlow Condensed, GT Standard, Acumin Pro) suggest a display/grunge headline face paired with a clean condensed sans for body and UI; fallback stacks above approximate that pairing since exact heading font could not be fully confirmed from crawl text alone."},"voiceGuidelinesMd":"# Liquid Death Voice Guidelines\n\n## Tone\nLiquid Death is a comedy brand that happens to sell canned water, iced tea, sparkling energy drinks, and soda-flavored sparkling water. The voice is heavy-metal, horror-movie, and relentlessly self-aware. It never takes itself seriously, but it always takes the product facts seriously underneath the joke. Every claim (calories, sugar, caffeine, recyclability) is real and stated plainly; the humor is in the delivery, not in the substance.\n\n## Vocabulary\n- Death, murder, horror, and slaughter imagery used playfully, never genuinely violent or dark: \"Murder Your Thirst,\" \"Death to Plastic Bottles,\" \"brainwashed by Liquid Death marketing.\"\n- Flavor and product names are horror-comedy puns: Murder Mystery, Orange Horror, Tropical Terror, Scary Strawberry, Killer Cola, Grave Fruit, Cherry Obituary, Doctor Death.\n- Health claims stated as flat facts inside a joke wrapper: \"5 Calories,\" \"Unextreme Caffeine (100mg) = 1 Coffee,\" \"Zero Sugar,\" \"No Corn Syrup. No Aspartame.\"\n- Self-deprecating asides about being a beverage company doing something absurd (mailing pee to data centers, calling a hoodie \"insane\").\n\n## Do\n- Write headlines in short, punchy, all-caps phrases.\n- Let flavor and product names carry the joke; the description underneath can be more matter-of-fact about ingredients and nutrition.\n- Use dark humor and mock-menace (\"brutally murder your thirst\") rather than genuine gore or cruelty.\n- Fold the environmental mission (aluminum over plastic) into the same irreverent voice rather than a separate earnest sustainability page tone.\n- Keep transactional copy (order confirmations, back-in-stock notices, shipping) in the same voice; nothing reverts to generic ecommerce tone.\n\n## Do Not\n- Do not go soft, corporate, or wellness-brand earnest. Liquid Death never sounds like a typical CPG beverage brand.\n- Do not overexplain the joke or add a wink like \"just kidding\" after a bit.\n- Do not use real-world graphic violence or anything that reads as genuinely disturbing rather than campy horror-movie theater.\n- Do not drop the product facts. The comedy is a wrapper, not a replacement for real claims (calories, sugar, caffeine, kosher certification).\n\n## Sentence Patterns\n- Headlines: short, all-caps, 2 to 5 words (\"MURDER YOUR THIRST,\" \"HELL YES\").\n- Product descriptions: one punchy setup sentence, then a bulleted list of real specs and claims.\n- FAQ answers: conversational, first person plural (\"we\"), still landing jokes inside factual answers (e.g., pregnancy FAQ opens with \"First, congrats. We can't wait to meet the little demon.\").\n\n## Channel Notes\n- Email/SMS (Klaviyo): expect the same irreverent voice, e.g., back-in-stock notices phrased as \"you agree to be brainwashed by Liquid Death marketing through rare (but hilarious) emails.\"\n- Product pages: nutrition and ingredient bullet lists stay factual and unembellished even while headline and product name carry the joke.\n- Cause marketing (Death to Plastic Bottles): irreverent framing over real recycling and aluminum-vs-plastic data, never earnest sustainability-brand tone.","brandPillarsMd":"# Liquid Death Brand Pillars\n\n## Comedy First, Category Never\nLiquid Death never talks like a beverage company. Every surface, from product pages to back-in-stock emails, is written like a horror-comedy bit rather than CPG marketing copy.\n\n## Real Claims Under the Joke\nCalorie counts, sugar content, caffeine levels, kosher certification, and ingredient callouts (no corn syrup, no aspartame, no artificial dyes) are always stated plainly, even inside a joke-heavy product description.\n\n## Death to Plastic Bottles\nThe brand's environmental mission (aluminum cans over plastic bottles, portion of proceeds toward killing plastic pollution) is a recurring pillar delivered with the same irreverence as everything else, not a separate earnest sustainability voice.\n\n## Horror-Movie Naming\nFlavors and products are named like slasher-film characters and taglines (Murder Mystery, Orange Horror, Cherry Obituary, Doctor Death), reinforcing the brand's core bit across the entire catalog.\n\n## Merch as Bit, Not Just Merch\nThe MERCH line (hoodies, tees, drinkware) extends the same dark-comedy universe rather than functioning as generic branded apparel; product copy for merch keeps the same voice as beverage copy.","emailChannelAuditMd":null,"competitorContextMd":"# Competitor Context: Liquid Death\n\n## Category\n\nLiquid Death competes across four overlapping beverage categories simultaneously: canned water, sparkling energy drinks, soda-flavored sparkling water, and iced tea, all sold in aluminum tallboy cans. This is unusual positioning; most beverage brands pick one category and defend it. Liquid Death's actual competitive set spans the bottled/canned water aisle (Poland Spring, Dasani, LIFEWTR), the energy drink aisle (Celsius, Red Bull, Monster, Alani Nu), the sparkling water aisle (LaCroix, Bubly, Poppi), and increasingly the mainstream soda aisle given its own copy benchmarking against \"the leading non-diet soda\" on sugar content.\n\n## Where Liquid Death sits\n\nThe brand's stated wedge is packaging and voice, not ingredient novelty. The site's own claims: infinitely recyclable aluminum cans versus plastic bottles, death-metal branding and horror-flavor naming (Murder Mystery, Scary Strawberry, Orange Horror) applied to what the product description repeatedly frames as ordinary functional beverages (\"the easy-drinking energy drink,\" \"5 calories, unextreme caffeine (100mg)\"). The FAQ explicitly frames the plastic-bottle contrast as the core sustainability argument, citing that aluminum is infinitely recyclable and plastic \"basically isn't recycled anymore because it's simply not profitable.\" This is a genuinely differentiated retail-shelf argument: the product looks and talks like nothing else in the cooler.\n\nThe merch operation (200+ SKUs spanning apparel, drinkware, home goods, and novelty items up to a $6,200 \"Death Dispenser\" and a $5,990 cold plunge) is also a real point of difference from any other beverage brand at this distribution scale. No beverage competitor runs an apparel and lifestyle-goods business at this breadth alongside the drink line.\n\n## Discovered competitor: Kroger\n\nThe cited research surfaces Kroger (kroger.com) carrying \"Liquid Death Sparkling Energy - Scary Strawberry, Zero Sugar Energy Drink\" as a retail listing. This is evidence of Liquid Death's own retail distribution reach (the brand's own FAQ confirms Kroger as a stocking retailer, alongside Walmart, Target, Albertson's, Publix, 7-Eleven, Circle K, and QuikTrip) rather than a competing brand in the traditional sense. Internally this should be read as proof of mainstream grocery penetration, not as a rival positioning to counter. The research pass did not surface a genuine branded competitor (a Celsius, Poppi, Liquid I.V., or similar); this single result reflects a retail-listing crawl, not a competitive brand.\n\n## Category pressure\n\nExpect pressure on three fronts based on the site's own claims: (1) price, since variety packs and mainline SKUs sit in the $14.99 to $27.99 range for 12-can packs, a premium versus private-label sparkling water and mainstream soda; (2) selection, since the beverage catalog is large and flavor-fragmented (46 SKUs across energy, tea, soda-flavored sparkling, and water) which can dilute shelf presence per SKU; and (3) the crowded energy-drink and sparkling-water aisles where Celsius, Poppi, LaCroix, and Bubly all compete on health positioning claims similar to Liquid Death's \"zero sugar,\" \"5 calories,\" \"no artificial colors\" language.\n\nA broader deep-research pass should be run to identify the direct branded competitors this snapshot did not surface (health-forward energy drinks, flavored sparkling water challengers, and canned-water direct-to-consumer plays) so the competitive map reflects actual rival brands rather than a retail listing.","audiencePersonasMd":"# Audience Personas: Liquid Death\n\n## 1. The energy-drink switcher\n\nHired job: replace a sugary or artificially-sweetened energy drink with something that still delivers a real caffeine hit (the product description specifies \"unextreme caffeine (100mg) = 1 coffee\") without the sugar crash. The switching moment is triggered by health concerns around existing energy drink habits; the site's repeated claims (\"Zero Sugar | 5 Calories,\" \"No Corn Syrup. No Aspartame,\" \"No Artificial Colors or Dyes,\" co-formulated by a named board-certified surgeon) speak directly to someone actively vetting ingredient lists. This persona buys the Sparkling Energy line (Murder Mystery, Orange Horror, Scary Strawberry, Tropical Terror) and is a strong candidate for the multi-flavor variety packs, since the site pushes four separate variety-pack SKUs as an entry point. What they buy next: once committed to the energy line, they graduate to bulk 18-pack or Costco-format packs, and are a target for the branded drinkware (Reusable Slaughter Bottle, Tiki Reaper Mug) that reinforces the daily-ritual habit.\n\n## 2. The plastic-bottle refuser\n\nHired job: stop buying bottled water in plastic while still getting canned, portable hydration. The FAQ page makes this persona's exact internal debate explicit: it directly rebuts the \"bottled water is just tap water in plastic\" concern and cites a 2024 NIH report on microplastic particle counts in bottled water plus a 2025 report on microplastics in glass bottle caps, positioning aluminum cans as the resolved alternative. This persona buys Mountain Water (Still) or Mountain Water (Sparkling), is motivated by the \"#DeathToPlasticBottles\" messaging the site runs as a dedicated page, and is receptive to the recyclability statistic cited in the FAQ (75% of all aluminum produced since 1888 still in use). What they buy next: bulk mountain water packs for home or office replacement of a bottled-water subscription, and they are a logical audience for water-quality-report content since the site maintains a dedicated Water Quality Reports page.\n\n## 3. The gift-and-merch collector\n\nHired job: buy into the brand's identity as a lifestyle statement rather than (or in addition to) as a beverage purchase. The catalog snapshot shows this persona has an enormous surface to shop: apparel (fashion jackets $50 to $150, hats $35 to $45, tees $21 to $35), collectible novelty items (the $250 Murderhole Game Set, the $285 Burton Deathtrap Snowboard, the $6,200 Death Dispenser), and named creator collaborations (Steve-O Voodoo Doll, Martha Stewart candle, NASCAR driver tees, Travis Barker enema kit). This is a persona who follows the brand's drop culture; the \"Newest Drops\" and \"Last Chance\" navigation categories and the site's own \"BUT WAIT THERE'S MORE\" cross-sell modules on every product page confirm merch is treated as a continuous release cadence, not a static catalog. What they buy next: limited collabs and seasonal drops, plus gift cards ($30 to $150) for other collectors.\n\n## 4. The retail-aisle impulse buyer\n\nHired job: grab a functional, refreshing drink at a convenience store or grocery run without necessarily buying into the brand's full identity. The FAQ's \"Where can I buy Liquid Death\" answer names Amazon, GoPuff, DoorDash for online and Walmart, Target, Kroger, Albertson's, Publix, 7-Eleven, Circle K, and QuikTrip for in-store, confirming this persona shops the beverage cooler at mainstream grocery and convenience retail rather than the DTC site. The Store Locator tool (embedded directly on product pages with zip-code lookup) is built specifically for this persona to convert an online product view into an in-store purchase. What they buy next: single cans or small packs at retail, with potential graduation to DTC variety packs or merch once the brand hooks them.","catalogGroundingMd":"# Catalog Grounding: Liquid Death\n\nThis is a reference snapshot of the live storefront catalog (200 products across 26 categories) captured at crawl time. Prices and stock status drift; the run-time catalog snapshot supplied to each agent at draft time is the authoritative source, not this document. URLs are verbatim from the snapshot.\n\n## Beverages (46 products)\n\nThe core product line, organized into four sub-categories the site itself uses in navigation: Sparkling Energy, Soda-Flavored Sparkling, Iced Tea, and Mountain Water.\n\n- Variety packs: 3-Flavor and 4-Flavor Variety Packs at $21.99 (multiple SKUs: sparkling-energy-vp1 through vp4, all out of stock at snapshot time)\n- Sparkling Energy flavors: Murder Mystery, Orange Horror, Scary Strawberry, Tropical Terror, Doctor Death, Blood Zero (each $1.83 to $21.99 depending on pack size, mostly out of stock at snapshot time)\n- Soda-Flavored Sparkling: Killer Cola, Rootbeer Wrath, Green Guillotine, Killbert Grape, Grave Fruit, sCREAM Soda, Killer Classics Vol.2 ($14.99 to $27.99 range)\n- Iced Tea: Blueberry Buzzsaw, Cherry Obituary, Dead Billionaire, Death Island, Sinister Ginger, Rest In Peach, Severed Lime, Unsweet Reaper ($14.99 to $27.99 range)\n- Mountain Water: Still and Sparkling variants ($1.67 to $19.99), Mt. Death ($2.00 to $14.99)\n- Named collabs: Feastables Peanut Butter Cup ($14.99), POP-TARTS CARNAGE ($8.50 to $16.99)\n- Note: nearly all Beverages-category SKUs were flagged out of stock at snapshot time. Confirm live availability before referencing specific flavors as purchasable.\nSee full list: https://liquiddeath.com/collections/beverages\n\n## Apparel & Accessories (1)\n\n- Gift Cards, $30.00 to $150.00: https://liquiddeath.com/products/gift-cards\n\n## Fashion Jacket (7)\n\n- Chop Shop Mechanic Jacket, $74.00: https://liquiddeath.com/products/chop-shop-mechanic-jacket\n- Hacksuit Tracksuit Jacket, $50.00: https://liquiddeath.com/products/hacksuit-tracksuit-jacket\n- Liquid Death x NASCAR Death Driver Jacket, $149.99: https://liquiddeath.com/products/liquid-death-x-nascar-death-driver-jacket\n- Serial Angler Fishing Vest, $68.00: https://liquiddeath.com/products/serial-angler-fishing-vest\n- Team Death Satin Bomber Jacket, $74.00: https://liquiddeath.com/products/team-death-satin-bomber-jacket\n- Vest In Peace, $74.00: https://liquiddeath.com/products/vest-in-peace\n- Wind Slasher Jacket, $68.00: https://liquiddeath.com/products/wind-slasher-jacket\n\n## Hat (7)\n\n- Brain Trapper Hat, $45.00: https://liquiddeath.com/products/brain-trapper-hat\n- Chainsaw Massacre Hat, $35.00: https://liquiddeath.com/products/chainsaw-massacre-hat-black\n- Death Dripper Hat, $35.00: https://liquiddeath.com/products/death-dripper-hat\n- Death Western Hat, $35.00: https://liquiddeath.com/products/death-western-hat\n- Field of Screams Baseball Cap, $35.00: https://liquiddeath.com/products/field-of-screams-baseball-cap\n- Vicious Death Hat, $35.00 (two colorways): https://liquiddeath.com/products/vicious-death-hat-black\n\n## SS Tee (15) and LS Tee (5)\n\nShort- and long-sleeve tees ranging $21.00 to $119.00. Highlights: Death Pile Tee ($35.00), Doominati Tee ($35.00), Swordface Tee ($21.00), Sudden Death 2 Hockey Jersey ($119.00), Eternal Death Flannel Shirt ($66.00). Full list at https://liquiddeath.com/collections/new-tees-tops\n\n## Knit Short, Pajamas (4 combined)\n\n- Shorticidal Tendencies Shorts, $44.00: https://liquiddeath.com/products/shorticidal-tendencies-shorts\n- Liquid Death x PSD boxer briefs, $26.00 each\n- Night Terror II Pajama Pants, $39.00: https://liquiddeath.com/products/night-terror-ii-pajamas\n\n## Accessory, Beanie, Catnip (8 combined)\n\n- Can Coolers of Death Pack, $16.00: https://liquiddeath.com/products/can-coolers-of-death-pack\n- Lil' Deathies Can Cooler, $25.00 (3 colorways)\n- Death Diamond Skull Warmer (beanie), $37.00: https://liquiddeath.com/products/death-diamond-skull-warmer\n- Chewed To Death Dog/Cat Toys, $8.00 each\n\n## Misc (56) — the largest single category\n\nHome goods, drinkware, and novelty collectibles. Notable price range spans $12.00 (Death Grip pet toys, low end) to $6,200.00 (The Death Dispenser). Selected items:\n\n- Reusable Slaughter Bottle (24oz), $25.00: https://liquiddeath.com/products/reusable-slaughter-bottle-24oz-white\n- Reusable Slaughter Bottle (32oz), $39.00 (2 colorways)\n- Liquid Death x Igloo Cold-Blooded Travel Mug, $40.00: https://liquiddeath.com/products/liquid-death-x-igloo-cold-blooded-travel-mug\n- Liquid Death x Igloo Body Bag Soft Cooler, $70.00: https://liquiddeath.com/products/liquid-death-x-igloo-body-bag-soft-cooler\n- Icy Death Mini Fridge, $500.00 (short) / $750.00 (tall)\n- The Death Dispenser, $6,200.00: https://liquiddeath.com/products/death-dispenser\n- Freeze To Death Cold Plunge, $5,990.00 (out of stock): https://liquiddeath.com/products/freeze-to-death-cold-plunge\n- Drip Club LED Neon Sign, $275.00: https://liquiddeath.com/products/drip-club-neon-sign\n- Nixon Death Clock III / IV, $225.00 each\n- Named collabs: Martha Stewart x Liquid Death candle ($58.00, out of stock), Travis Barker Enema of the State Kit ($182.00, out of stock), Tom Segura's Recycling Glory Hole ($58.00, out of stock)\n\n## Cornhole Set, Smart TV, Custom Molded Candle (3 combined)\n\n- Murderhole Game Set, $250.00 (out of stock): https://liquiddeath.com/products/murderhole-game-set\n- 65-Inch 4K Smart TV, $1.00 (out of stock, evidently a promotional/limited SKU): https://liquiddeath.com/products/65-inch-4k-smart-tv\n\n## Category count note\n\nThe full snapshot spans 26 categories and 200 products; this document surfaces the categories and representative SKUs returned in the crawl. Some categories (e.g. remaining SS Tee entries) were truncated in the source snapshot. Always defer to the live runtime catalog for the complete, current product list, prices, and stock status; a large share of the Beverages category was out of stock at capture time and several Misc and collab items were also flagged out of stock.","techStackMd":"- Ecommerce platform: Shopify (evidence: cdn.shopify.com)\n- Marketing automation / email + SMS: Klaviyo (evidence: klaviyo.com)\n- Payments: PayPal (evidence: paypal.com), Shop Pay (evidence: shop-pay)","channelMapMd":"# Channel Map: Liquid Death\n\n## DTC (liquiddeath.com)\n\nThe primary studied surface. Shopify-powered storefront (confirmed via detected tech stack: cdn.shopify.com) selling both the beverage line and an extensive merch and lifestyle-goods catalog. Email and SMS marketing runs on Klaviyo (confirmed via detected tech stack). Checkout supports PayPal and Shop Pay. The DTC site also runs a rewards program (\"Earn Skulls,\" linked in footer nav at https://liquiddeath.com/pages/earn-rewards) and a gift card balance-check utility, both signs of a repeat-purchase retention motion built into the DTC experience.\n\n## Retail stockists (named on-site)\n\nThe FAQ page (https://liquiddeath.com/pages/faq) directly names retail distribution under \"WHERE CAN I BUY LIQUID DEATH?\": \"You can buy Liquid Death online through Amazon, GoPuff, or DoorDash. If you want to use your legs, get it in store at Walmart, Target, Kroger, Albertson's, Publix, 7-Eleven, Circle K, QuikTrip and other national retailers.\" This confirms Liquid Death runs a broad national grocery and convenience-retail distribution motion alongside its DTC site, spanning mass grocery (Walmart, Target, Kroger, Albertson's, Publix) and convenience (7-Eleven, Circle K, QuikTrip). The phrase \"and other national retailers\" signals this list is illustrative, not exhaustive.\n\n## Owned store locator (live program, not a gap)\n\nThe site runs a dedicated Store Locator tool at https://liquiddeath.com/pages/where-to-buy, embedded as a \"Find your product\" zip-code and product-type lookup. It is also embedded directly on individual product pages (confirmed on the Mountain Water Still PDP, which shows a zip-code entry field routing to Target, Target Delivery, and Instacart badges via a click2cart.com widget). This is owned, functioning retail-conversion infrastructure already live on the site; it is the mechanism connecting online product discovery to in-store or delivery purchase, not a channel gap to be built.\n\n## Delivery / marketplace (named on-site)\n\nThe FAQ names Amazon, GoPuff, and DoorDash explicitly as online purchase channels distinct from the DTC site and distinct from grocery retail. This is a third channel category (on-demand delivery and marketplace) that should be tracked separately from both DTC and brick-and-mortar retail stockists.\n\n## Wholesale / B2B\n\nThe footer navigation includes an explicit wholesale path: the FAQ's \"CAN I BUY LIQUID DEATH WHOLESALE?\" entry answers \"Are you a retailer interested in selling Liquid Death? Please click here and select Wholesale,\" linking to https://liquiddeath.com/pages/summon-us (the general Contact Us page, with a Wholesale option in its intake form). This confirms a wholesale/retailer-inquiry motion exists, routed through a general contact form rather than a dedicated trade portal. No B2B-specific tool (net-terms platform, dedicated wholesale marketplace) appears in the detected tech stack, so this wholesale path should be read as an inquiry funnel, not a self-serve wholesale storefront.\n\n## Channel signal not covered\n\nThe crawl surfaced no dedicated international-market pages beyond the storefront's country/currency selector (which lists nearly every country globally as a shipping-address option, a standard Shopify Markets configuration rather than evidence of active international retail distribution). Treat international retail presence as unconfirmed absent further evidence.","reportMarkdown":"---\nfirstWorkflow: \"Permanent Collabs & Drops Hub\"\n---\n\n:::hero{kicker=\"Brand strategy read\" imprint=\"2026\" align=\"left\" image=\"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/c56d9c58-8e8c-4386-bddc-ed68528df803.jpg\" alt=\"Liquid Death product still\" aspect=\"3/4\"}\nYou already turn every collab into an event.\nGive it a permanent home so each drop keeps earning.\n:::\n\n:::toc{layout=\"prelude\"}\n1. The Diagnosis\n2. What Moves First\n3. Proof\n4. Sequencing\n5. Control and Boundaries\n6. Metrics\n7. Sources and Supporting Documentation\n\nYou already built a real apparel and lifestyle-goods business, and it runs alongside a string of named creator collaborations and a rewards program, all speaking in the same voice as the cans. The Feastables x MrBeast tie-in commanding your homepage right now shows how far you are willing to bet on a single collab.\n\nThis read is about the one move that compounds it. Right now that collab lives for one hero rotation and then disappears. Give it a permanent, browsable home instead, and every future drop starts building on the last one rather than starting from zero.\n:::\n\n:::decision-brief{}\nYou already run a collab pipeline and drop cadence that turns each partnership into a cultural moment. Give that pipeline a permanent address instead of a rotating hero slide, and every future collab starts compounding traffic and merch sales instead of vanishing when the carousel moves on.\n\n**Recommendation.** Ship a permanent Collabs & Drops hub first: one page linking every past and current named collaboration (Feastables, Pop-Tarts, Martha Stewart, Steve-O) with its own top-nav entry, then layer a dated drop calendar on top of it. Open your workspace to see it built against your live catalog.\n:::\n\n## The Diagnosis\n\nYour homepage right now is a full-bleed, six-slide carousel built entirely around one collab. The Feastables x MrBeast Peanut Butter Cup sparkling water gets the whole hero, reinforced by an influencer lifestyle shot. That is a serious bet. Feastables is one of the largest creator-owned food brands alive, and you handed it the entire front door. The gap is shelf life. Once that carousel rotates to the next promotion, the Feastables collab has no permanent address on the site. A shopper who saw the clip two weeks late has nowhere to land.\n\nYou already have the raw material to close that gap without inventing anything new. Your catalog carries named collab SKUs across two very different registers. Feastables and Pop-Tarts Carnage anchor the beverage side. Steve-O's Voodoo Doll, a Martha Stewart candle, and a Travis Barker enema kit anchor Misc, a category that alone runs 56 SKUs from $12 pet toys to a $6,200 Death Dispenser and a $5,990 Cold Plunge. Your top nav already treats this as a lifestyle ecosystem rather than a beverage aisle: Beverages, Merch, Store Locator, Country Club, About, and a game called Timewaster 5000 all sit together. \"Last Chance\" and \"Newest Drops\" are live navigation categories today, which means drop culture is already a pillar you decided to run. It just does not have a page of its own yet.\n\nYour retail footprint is worth naming here too. Kroger lists your Sparkling Energy Scary Strawberry can today, alongside the Walmart, Target, Albertson's, Publix, and convenience-store distribution your own FAQ names. That reach is proof your audience is already bigger than the DTC site. It is exactly why a permanent collab hub is worth building. The shopper who found you on a Kroger shelf and the one who found you through a MrBeast TikTok both deserve one place to see everything you have made.\n\nNosh, BevNET, Law360, and PPC Land are covering a $5 million class action alleging your zero-sugar energy claims are contradicted by allulose content, with David Protein named as a co-defendant. Separate coverage has your CEO declining a direct IPO question. None of that shows up in the everyday TikTok content about you, where sparkling-water review clips and sober-lifestyle series still feature you as a comfortable default pick. Keep watching that gap; this quarter's build stays focused on the collab hub. Your ingredient claims already sit plainly on every product page, which is the right posture to hold while the legal story plays out.\n\n## What Moves First\n\n- **Permanent Collabs & Drops hub (flagship).** One landing page with its own top-nav entry, linking every named collaboration you have run: Feastables, Pop-Tarts Carnage, Martha Stewart, Steve-O, Travis Barker, and the NASCAR Death Driver Jacket. Cross-link it from Earn Skulls so rewards members see it first.\n- **Rotate the homepage hero into the hub, not away from it.** Keep the single-SKU takeover for launch week, then hand the collab a permanent shelf on the hub the moment the carousel moves on, so a late-arriving shopper never hits a dead end.\n- **Turn \"Last Chance\" and \"Newest Drops\" into a dated calendar.** You already run both as nav categories, so attach real dates and a countdown so collectors know when a $250 Murderhole Game Set or a $275 Drip Club Neon Sign is about to disappear for good.\n- **Give the next two or three collabs a name and a season.** Give the run its own title and hero art, the way Feastables got one, so the calendar reads as a series people follow.\n- **Confirm your back-in-stock alerts before the calendar sends new traffic.** Nearly every Beverages SKU and several Misc items were out of stock at last check, so before a drop calendar puts more eyes on the catalog, make sure the flow that tells someone a can is back actually fires.\n\n## Proof\n\n:::image-pair{layout=\"full-bleed\" ratio=\"4/5\"}\n- src=https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/a4480621-f82d-4e5d-aa7c-d4e8f551f01a.jpg :: alt=\"Liquid Death beverage can\" :: caption=\"The beverage line. :: Carries the joke; the hub carries the collabs.\"\n- src=https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/efac4c49-30b4-44e6-b2bd-24287679f46f.jpg :: alt=\"Liquid Death merch item\" :: caption=\"The merch operation. :: 56 SKUs in Misc alone, from $12 to $6,200.\"\n:::\n\nPicture the hub live. A shopper lands from the Feastables TikTok two weeks after launch, finds the collab still has a page, and scrolls into the Martha Stewart candle and the Steve-O doll they never knew existed. That browse-to-discovery path does not exist today, and it is one build away.\n\n:::figure{src=\"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/259755cb-a294-48d9-8b18-0731b2c6415f.png\" alt=\"Liquid Death drinkware product\" caption=\"Drinkware and lifestyle goods. :: The collector catalog the hub organizes.\" width=\"canvas\"}\n:::\n\n## Sequencing\n\n- **Week 1:** Inventory every named collaboration you have run (Feastables, Pop-Tarts, Martha Stewart, Steve-O, Travis Barker, NASCAR) and confirm which product pages are still live.\n- **Week 2:** Build the hub page and its top-nav entry, then cross-link it from Earn Skulls and from the homepage hero's current collab slide.\n- **Week 3:** Attach real dates to \"Last Chance\" and \"Newest Drops\" and publish the next seasonal drop under its own name.\n- **Week 4:** Audit the Klaviyo back-in-stock flow against current out-of-stock SKUs before the drop calendar sends its first wave of new traffic.\n\n## Control and Boundaries\n\nThe hub, the drop calendar, and the nav change are yours to approve before anything ships. Canopy augments the storytelling infrastructure you already built; it does not touch your legal posture on the allulose coverage or rewrite an ingredient claim without you signing off first.\n\n## Metrics\n\n:::stat-strip\n- 56 :: Misc-category SKUs ready to populate the hub\n- 1 :: Named collaboration currently live on the homepage hero\n- 41 :: Pages read to build this brief\n:::\n\nWatch click-through from the homepage hero into the new hub, and watch repeat purchase among merch buyers in the 60 days after a drop announcement. Both are visible in your own Shopify and Klaviyo data once the hub is live.\n\n## Sources and Supporting Documentation\n\nThis brief is grounded in a 41-page crawl of liquiddeath.com, including commerce seed pages for Scary Strawberry, the Flavored Sparkling Variety Pack, Variety Tea, Mountain Water Still, Orange Horror, Tropical Terror, Murder Mystery, and Dead Billionaire, plus a 200-product catalog snapshot across 26 categories. Kroger was named as the discovered retail listing for Liquid Death Sparkling Energy Scary Strawberry, read here as distribution reach rather than a competing brand. No direct branded competitor was accepted this run, so the read leans on the brand's own catalog and audience evidence rather than a peer comparison. A public Meta Ad Library search returned only keyword-only, non-brand-agreeing results, so no paid-media claim is made in this brief. A category social trends pull surfaced the allulose class-action coverage (Nosh, BevNET, Law360, PPC Land), IPO-question coverage (Yahoo Finance, BeInCrypto), and organic TikTok and YouTube activity, all cited above as context rather than as the basis for the recommendation.","assets":[{"kind":"logo","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/logo/716870e8-dbf0-4f0d-944c-1bee903815ea.svg","label":"site logo (header-svg)","width":110,"height":28,"mimeType":"image/svg+xml"},{"kind":"icon","url":"https://liquiddeath.com/cdn/shop/files/Liquiddeath-Skull-Favicon_32x32.png?v=1682460908","label":"Liquid Death skull favicon","width":32,"height":32,"mimeType":"image/png"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/c56d9c58-8e8c-4386-bddc-ed68528df803.jpg","label":"Sparkling Energy hero banner","width":5467,"height":2708,"mimeType":"image/jpeg"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/a4480621-f82d-4e5d-aa7c-d4e8f551f01a.jpg","label":"Soda-Flavored Sparkling Water hero banner","width":5467,"height":2708,"mimeType":"image/jpeg"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/efac4c49-30b4-44e6-b2bd-24287679f46f.jpg","label":"Iced Tea hero banner","width":5467,"height":2708,"mimeType":"image/jpeg"},{"kind":"product_image","url":"https://cdn.shopify.com/s/files/1/0079/4289/7737/files/Liquid-Death_PDP_Murder-Mystery_12oz_12pk_CAN-FRONT.webp?v=1763051272&width=200","label":"Murder Mystery can pack"},{"kind":"product_image","url":"https://cdn.shopify.com/s/files/1/0079/4289/7737/files/Liquid-Death_PDP_Scary-Strawberry_12oz_12pk_CAN-FRONT_copy.webp?v=1762983279&width=200","label":"Scary Strawberry can pack"},{"kind":"product_image","url":"https://cdn.shopify.com/s/files/1/0079/4289/7737/files/Liquid-Death_PDP_Orange-Horror_12oz_12pk_CAN-FRONT_copy.webp?v=1762980454&width=200","label":"Orange Horror can pack"},{"kind":"product_image","url":"https://cdn.shopify.com/s/files/1/0079/4289/7737/files/Liquid-Death_PDP_Tropical-Terror_12oz_12pk_CAN-FRONT_copy.webp?v=1762983400&width=200","label":"Tropical Terror can pack"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/2d416fb0-859c-408a-9897-1829213956b2.png","label":"Liquid Death x Feastables Peanut Butter Cup case","width":2400,"height":2400,"mimeType":"image/png"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/ef95ff33-a4a4-4ee1-8551-fb78d6a2bf52.jpg","label":"Liquid Death x Garage Beer Data Center Coolant Collector","width":4480,"height":4480,"mimeType":"image/jpeg"},{"kind":"other","url":"http://liquiddeath.com/cdn/shop/files/Liquid-Death-Preview-Image_7033558e-a84d-4880-8a70-87e84739f262.jpg?v=1681949476","label":"Liquid Death site preview / social share image","width":1200,"height":628,"mimeType":"image/jpeg"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/61a8aff0-9a9a-4709-9c91-43ce0cf170a9.png","label":"Catalog product 16","width":2400,"height":2400,"mimeType":"image/png"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/ac5ce172-b869-4300-8e2f-24e1731dcf4e.png","label":"Commerce seed still 2","width":2400,"height":2400,"mimeType":"image/png"},{"kind":"product_image","url":"https://ngyxnwdduwnvmesoskdg.supabase.co/storage/v1/object/public/brand-assets/liquiddeath-com/product_image/37091f5a-573a-4202-8746-e76abe10c09a.png","label":"Commerce seed still 3","width":2400,"height":2400,"mimeType":"image/png"}],"recommendedSteps":[{"title":"Permanent Collabs & Drops Hub","agentKey":null,"note":null},{"title":"Rotate the homepage hero into the hub, not away from it","agentKey":null,"note":null},{"title":"Turn \"Last Chance\" and \"Newest Drops\" into a dated calendar","agentKey":null,"note":null},{"title":"Give the next two or three collabs a name and a season","agentKey":null,"note":null},{"title":"Confirm your back-in-stock alerts before the calendar sends new traffic","agentKey":null,"note":null}]}

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