Bringing Segmentation to Life to Fuel Growth for Liquid Death

Seeking to supercharge its already impressive growth, Liquid Death – the healthy beverage company that launched with the tagline “murder your thirst” – wanted to deepen its understanding of current and prospective customers across the consumer landscape. They knew a deeper, more nuanced understanding of packaged beverage drinkers would enable more creative, effective communications and sales strategies to build transformational relationships with their target audiences.

The company approached Material for market segmentation services that would differentiate Liquid Death drinkers by behavioral and attitudinal factors, then prioritize segments based on economic opportunity and capturability.

Material identified five key segments and provided a detailed analysis of the needs, wants and behaviors of each. With a clear, overarching picture of both current and potential customers and each segments’ priorities – which included social responsibility, lifestyle, culture and price – Liquid Death was empowered to communicate effectively with the three most promising groups, preparing the brand for the next stage in its disruptive growth journey.