Liquid Death is a product I’ve been drinking for years. I wanted to use this brand in my SWOT analysis because I’m a familiar costumer – but also disappointed in their recent decision to swap out agave for stevia.

By Nick Fiorellini

SWOT Analysis Summary

I was excited to do this SWOT analysis because, as a longtime Liquid Death customer, I’ve always admired their approach to branding and their commitment to sustainable packaging. But recently, my relationship with the brand has become more complicated. Their decision to swap agave for stevia throughout all of their products has left me disappointed – not just because I preferred the original taste, but because I never saw Liquid Death as a soda alternative. I’m a tea and sparkling water drinker – and their original product was not overly sweet, like many other canned teas on the market.

Going into this analysis, I wanted to take a step back and look at Liquid Death from a more objective standpoint, especially after feeling dismissed in their canned social media responses to longtime customers like me. (There’s been lots of screenshots like the one below circulating on social media about their responses to loyal customers.) Many of their DMs and public replies about the ingredient switch felt alienating.

Strengths

Liquid Death’s biggest strength is its branding. Their punk-rock, anti-establishment voice helped them carve out a space in the beverage industry that didn’t exist before. Their commitment to aluminum cans over plastic also remains a major selling point, especially for environmentally conscious consumers.

Weaknesses

My own experience with the brand in recent weeks highlights one of their biggest weaknesses: handling negative customer feedback when it comes to change. The canned responses are something that customers are noticing, but they are handling these criticisms privately via email and direct message. Some customers are being offered discounts and refunds for not liking the changes. On a separate note, I think the company could do a better job at differentiating content across platforms.

Opportunities

Liquid Death still has room to grow, particularly if they listen to their audience. They could expand their product line in a way that balances innovation with the preferences of their original customers – perhaps by offering both stevia-sweetened and unsweetened options. Strengthening their engagement with longtime fans rather than leaning into viral marketing at the expense of loyalty could also help sustain them long-term.

Threats

Liquid Death’s biggest strength is also its biggest threat: its edgy branding makes it niche. As a fan of the brand, there have been times when I wanted to buy a can of tea or sparkling water but chose not to because of the packaging and the setting I was in. Additionally, I think the company could improve its responsiveness to customers; many, especially related to their recent ingredient change, are canned and impersonal. I’m also curious to see how the switch to stevia affects sales.

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Social Media Care

Liquid Death’s approach to social media care is strongest on Twitter/X, where they balance positivity with their signature edgy branding. They respond to customer concerns while maintaining their bold, brash, and unapologetic tone. One of my favorite recent responses to criticism is when they replied “Lies” to a comment about how their cans looked – it was not overly sassy and fit in with their brand voice.

As seen in the screenshot in the previous section, the company also knows when to take conversations offline, a best practice for handling complex and sensitive customer issues. When appropriate, they link directly to products.

Liquid Death provides a link to a customer on Twitter/X.

AI Analysis of Social Media Comments

Here is my input into ChatGPT asking for an analysis of the brand:

“You are advising a social media strategist. Our goal is to uncover consumer-generated content ideas for social media. Please review and analyze these Amazon Review comments about Liquid Death. What are the top qualities of this product do people mention? What ideas to go with the product do users suggest? Are there any other trends that you notice? Reviews: “Just tried their new sweet reaper, which is a more traditionally sweet tea but with stevia, and it is so good. Definitely not as sweet as some sweet teas but it has great balance and only 20 calories and good ingredients. I love their other teas, especially the peach and berry, as well. Lighter and not super sweet but very refreshing. A little pricey but very worth it in my opinion.” “My absolute fav. Not so sweet! 💞” “Delicious, fun, clean. Great packaging. Great brand. It’s a little expensive, but I’ll keep buying it anyway.” “Once was great, now is gross. Stevia has ruined this product.”

ChatGPT said:

Key Qualities Mentioned
1. Balanced Sweetness – Many users appreciate that Liquid Death’s teas are not overly sweet, with stevia adding a lighter touch.
2. Refreshing & Clean Taste – The drinks are described as refreshing, light, and clean, making them an enjoyable alternative to traditional sweet teas.
3. Unique Branding & Packaging – Consumers love the brand’s aesthetic and packaging, which adds to the product’s appeal.
4. Quality Ingredients – There’s a focus on good ingredients and relatively low calories (20 per serving in some teas).
5. Price Sensitivity – Some acknowledge the drinks are expensive but still consider them worth the price.
6. Mixed Opinions on Stevia – While some appreciate the lighter sweetness from stevia, others strongly dislike it and feel it has negatively impacted the taste.

Consumer-Generated Content Ideas
• Taste Comparisons & Pairings: Encouraging users to compare different flavors (Sweet Reaper vs. Peach vs. Berry) or suggest food pairings.
• “Not Too Sweet” Challenge: A campaign highlighting how Liquid Death’s teas balance sweetness compared to other sugary drinks.
• Packaging Unboxing & Aesthetic Shots: Leveraging the brand’s strong design appeal for social media content.
• User Testimonials on “Worth It” Factor: Sharing customer stories about why they keep buying despite the price.
• “Death to Sugar” Theme: Engaging fans who appreciate the lighter sweetness and framing Liquid Death as a healthier choice.

Other Trends
• Brand Loyalty vs. Criticism – Some users are devoted to the product despite its cost, while others feel changes (like stevia) have ruined it.
• Health-Conscious Appeal – The mention of calories and “clean” ingredients suggests an audience that values health-conscious beverage choices.
• Emotional Connection – Words like “absolute fav” and “love” show strong brand attachment, which could be leveraged in UGC campaigns.
Would you like ideas tailored to a specific platform (e.g., TikTok, Instagram, Twitter)?”

I appreciate that this analysis feels well-balanced, giving equal weight to both praise and concerns about the product, which is something I might’ve struggled to do given my biases of the brand. However, I wish it had provided more detail on how these conclusions were reached and presented social media ideas upfront rather than requiring a follow-up request. Additionally, the response didn’t fully capture the brand’s existing marketing approach. While taste tests were mentioned, there was no connection to past campaigns featuring celebrities and influencers like Steve-O and Trisha Paytas, which would have made the suggestions more aligned with Liquid Death’s strategy.

Conclusion

Liquid Death’s branding and viral content remain its biggest strengths, even though it can feel gimmicky or off-putting to some. One key lesson here is that strong branding can build loyalty, but product changes that don't align with customer preferences can alienate some customers. To keep growing, Liquid Death should consider offering both sweetened and unsweetened options to please a wider range of customers. Another takeaway is that long-time customers value consistency, so it’s important for the brand to stay true to what originally made it appealing. Also, while social media is great for grabbing attention, canned responses to customer feedback can hurt relationships.

For a competitor brand, it’s clear that strong branding creates a niche, but it’s crucial to stay flexible. Competitors should pay attention to customer feedback when making product changes to avoid losing loyal followers. Being responsive on social media also helps build loyalty, while canned response might turn people off. Finally, offering a variety of products can help attract a wider audience without compromising the brand’s identity.

Liquid Death SWOT Analysis