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Diving overview:
- Liquid Death has appointed Mike Fine as chief retail officer. He will oversee the beverage company’s retail expansion and distribution. Fine has nearly 20 years of experience in the non-alcoholic beverage industry.
- The company also announced that Marisa Bertha has been promoted to Chief Strategy Officer. Bertha was previously Senior Vice President of Strategy at Liquid Death.
- Liquid Death said the appointments come as it expands its retail and distributor presence to meet growing demand. Scan sales through registers hit a record $303 million in the 52 weeks ending in June 2024, up 63% from the previous year, the company said.
Dive Insights:
As Liquid Death aims to maintain its breakneck pace of growth, the beverage company is further strengthening its executive ranks. Known for its slogan “quench your thirst,” a common theme for the brand is hiring people with beverage experience. The Chief Financial Officer (CFO) and Chief Commercial Officer (CCO) are among those who have previously worked in this sector. Fine has been employed by BodyArmor, Nestle Waters, Coca Cola, and PepsiCo.
“There is tremendous opportunity to accelerate our retail presence and market share, especially as we diversify into category expansion products such as iced tea,” Liquid Death CEO Mike Cessario said in a statement. “Mike Fine and Marisa will play key leadership roles in growing Liquid Death through the next level of scale as we build the next beverage giant.”
The beverage startup has been proactive in positioning its business for the future, expanding its product line beyond cans. Liquid Death currently sells products such as sparkling water and iced tea, and earlier this year it also sold an electrolyte drink blend called Death Dust. In March, it closed a $67 million funding round that valued the beverage company at $1.4 billion.
