It’s just water in a can. How did Liquid Death become a billion-dollar brand?

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It’s just water in a can. How did Liquid Death become a billion-dollar brand?

https://www.nbcnews.com/business/business-news/liquid-death-became-billion-dollar-beverage-brand-rcna143037

For an increasing number of consumers, the brand represents a fun way to enjoy nonalcoholic beverages.

It’s just water in a can. How did Liquid Death become a billion-dollar brand?