Standing out in a crowded beverage market takes creativity, endless energy, and, at least in one case, a passion for murder. I’m talking of course about the brand Liquid Death, which has grown from an Amazon listing in 2019 to a massive online presence as well as showing up behind 110,000 brick and mortar doors. The bond they have created between the Liquid Death brand and their “humans”, as they call their consumers, is truly remarkable. Natalie Cotter, Sr. Director of Digital Retail at Liquid Death, joined the podcast to share some thirst-quenching details on how they continue to kill it in the beverage aisle.