Liquid Death's Killer Moves: Sparkling Energy, Wine Collab, and a Shocking Talent Shift

Liquid Death BioSnap a weekly updated Biography.

Liquid Death has had an explosive week of product launches and brand expansion that solidifies its position as one of the beverage industry's most aggressive innovators. The canned water company unveiled its Sparkling Energy line, a zero-sugar energy drink featuring 100 milligrams of natural caffeine sourced from coffee beans. The launch includes four flavors: Murder Mystery, Scary Strawberry, Tropical Terror, and Orange Horror. Each can is formulated with essential vitamins and L-Theanine, deliberately engineered to match the caffeine content of a single cup of coffee. The product was co-formulated by board-certified surgeon Dr. Darshan Shah and launched first on Amazon before rolling out to major retailers including Walmart, Target, and Albertsons throughout December.

But the energy drink launch is just half the story. Liquid Death simultaneously announced a collaboration with 19 Crimes wine to produce Severed Red, a limited-edition California red blend infused with hazelnut, coconut, and violet notes. Each bottle contains a drop of Liquid Death mountain water and includes a QR code unlocking an augmented reality experience centered around the brand's mascot, Murder Man, and his fictional criminal backstory. The wine will hit retailers in January 2026, showcasing the brand's continued expansion beyond beverages into experiential products.

On the personnel front, Mitchell Krupp, an early investor and former board member at Liquid Death who helped establish the company's initial trajectory, has accepted a major new role as Chief Business Development Advisor at A-GAME Beverages. Krupp's appointment represents a significant talent shift within the functional beverage sector, though his departure from Liquid Death operations appears tied to pursuing broader investment opportunities rather than any internal conflict.

These developments underscore Liquid Death's relentless brand extension strategy. The company has transformed from a niche canned water brand leveraging death metal aesthetics into a multi-category beverage player with legitimate product innovation. The sparkling energy line represents a direct competitive move against established players like Monster and Red Bull, while the wine collaboration demonstrates willingness to pursue unexpected retail channels. Each product maintains the brand's signature irreverent marketing voice and commitment to clean ingredient profiles. Industry observers note that Liquid Death's strategy of combining functional beverage formulation with theatrical branding continues attracting both devoted followers and mainstream retail partnerships, positioning the company for potential significant growth heading into 2026.

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