Liquid Death is “temporarily pausing” sales outside of the US, including the UK, following a move to bring its European production to the US during summer last year.

The canned water company said in a statement shared with Marketing Week that “despite strong demand and brand awareness growth in our limited international rollout”, it will be pausing international efforts due to no longer having production capabilities outside of the US.

As first reported in The Grocer, Liquid Death has said it will re-evaluate its position outside the US in due course.

“We look forward to meeting the international demand in the future when our supply chain can support these efforts,” it said.

Launched in 2019 in the US, Liquid Death debuted in the UK in 2023 in Co-op before expanding to Tesco, Iceland, Ocado and Nisa.

The brand invested heavily in events to support its UK rollout, partnering with Live Nation as well as sponsoring Download Festival in 2024. The company’s valuation was $1.4bn (£1.09bn) as of March 2024, according to its own figures.

Ben Dando, the brand’s former international managing director, left the company in January this year.

‘We win if we make people laugh’: Liquid Death on its unconventional approach

Liquid Death has been widely praised for its marketing tactics. Marketing Week columnist Mark Ritson, however, wrote last year that the praise for its promotion and packaging is overstated when compared with its size.

Speaking to Marketing Week last year, Liquid Death’s senior vice president of marketing, Dan Murphy, said the company’s strategy for entering new markets involves “getting into the time machine” to revisit the tactics that fuelled its success in the US.

“We came into these markets because we realised the social followers and the web traffic we were getting was growing, which meant the stuff we were doing organically and putting out into the world was finding an audience in the UK,” he said.