Liquid Death is targeting “sober curious” young people. The brand’s mission to build a sustainable and anti-plastic brand that promotes a healthy lifestyle, paired with a bold aesthetic, has long won over Gen Z. And the company’s recent collab with e.l.f beauty, which sold out in minutes, further proved its strong cultural standing. But it’s the brand’s emphasis on the importance of Gen Z being a “sober generation” and prioritizing the well-being of young people (both mentally and physically) that really drives the curiosity of being able to have a good time without consuming alcohol. (Fortune)
📊 YPulse data: 77% of 21-39-year-olds agree, “I don’t need alcohol to have a good time”
