Honestly, the first time you saw a tallboy of Liquid Death, you probably thought it was a craft IPA or some weird energy drink from a gas station in the middle of nowhere. Then you saw Wiz Khalifa chugging it. Or, more accurately, pouring it into a bong.
It felt like a joke. A "Mountain Bong Water" ad that looked more like a high-end Chanel commercial than a water pitch? Yeah, that happened in 2021. But if you think this was just a one-off celebrity endorsement for a quick paycheck, you're missing the entire point of how the beverage industry changed forever.
Wiz isn't just a face. He’s an owner.
The Secret Ownership Nobody Talks About
Most people assume celebrities jump on a brand once it's already a unicorn. Not Wiz. While he recently made waves on The Breakfast Club in 2025 by casually mentioning he’s been involved with the company for what feels like a decade, the hard data shows he was part of the crucial $15 million Series C round back in early 2021.
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He got in early. Like, before-it-was-at-every-7-Eleven early.
At that time, the company was "only" valued around $150 million. Fast forward to 2026, and Liquid Death is a $1.4 billion beast. Wiz didn't just pick a cool can; he picked a winner. He’s mentioned in interviews that the brand "just fits his aesthetic." It’s edgy, it’s irreverent, and it doesn't try too hard to be "healthy" even though it’s literally just mountain water.
Why it actually worked
- Authenticity: Wiz was already posting videos of himself using the water for his glass pieces.
- The "Non-Marketing" Marketing: Liquid Death CEO Mike Cessario (ex-Netflix creative) knew that 98% of people hate being sold to.
- Distribution: Because of the Live Nation partnership (where Wiz also has deep ties), Liquid Death became the exclusive water at over 120 venues.
If you're at a Wiz Khalifa show, you aren't getting a flimsy plastic bottle that crinkles when you breathe on it. You're getting a cold aluminum "tallboy." It looks like a beer, which is exactly why it's killing it in the "sober-curious" and nightlife scenes.
The Bong Water Campaign: A Cultural Pivot
Let’s talk about that 2021 ad. It was a 30-second spot of pure luxury tropes. Slow-motion pours. Atmospheric music. Tight close-ups. Then, the kicker: "The finest bong water on Earth."
It was a parody, sure. But it was also a genius bridge between the cannabis community and the beverage world. It turned a mundane utility—bottled water—into a lifestyle accessory. Wiz even joked that since he only smokes the best Khalifa Kush, he had to pair it with the best water.
It sounds silly. It is silly. But that "silly" ad helped drive the company's valuation to $700 million by the next year.
More Than Just Water (The 2026 Expansion)
As we sit here in 2026, the partnership has evolved. Liquid Death isn't just "the water in the skull can" anymore. They’ve moved into:
- Iced Teas: With names like "Grim Leafer" and "Rest in Peach."
- Hydration Mixes: "Death Dust" (which Ozzy Osbourne famously warned people not to snort in a hilarious PSA).
- Energy Drinks: The brand recently launched a "better-for-you" energy line with natural caffeine from coffee beans, avoiding the heart-palpitation levels of sugar found in old-school brands.
Wiz’s involvement paved the way for other massive names like Travis Barker, Martha Stewart, and Steve-O to join the "Death Peddler" ranks. It created a blueprint for how a celebrity can integrate with a brand without it feeling like a hollow Instagram ad.
What This Means for You
If you’re an entrepreneur or just a fan of the culture, there’s a massive lesson here. Market the vibe, not the product. Water is a commodity. You can get it for free from a tap. But people pay $3 for Liquid Death because of the "Death to Plastic" mission and the fact that it makes them feel like they're part of a club. Wiz Khalifa understood that from day one.
Actionable Insights from the Wiz x Liquid Death Playbook:
- Look for "Organic Integration": If you're a creator or business owner, don't force a partnership. Wiz used the product before he owned a piece of it. That’s why his fans didn't roll their eyes.
- Aluminum is the Future: Part of the brand's success is the "Death to Plastic" mantra. Aluminum is infinitely recyclable, whereas most plastic bottles end up in a landfill regardless of the little triangle on the bottom.
- Don't Be Afraid to Be "Too Edgy": Liquid Death was told their name would scare off families. Instead, it made kids want to drink water because it looked "cool," and it gave adults a way to stay hydrated at bars without looking like they were at a PTA meeting.
The "Bong Water" era might have been the hook, but the business strategy is what kept the lights on. Wiz Khalifa isn't just a rapper who likes water; he's one of the sharpest angel investors in the game right now.
To stay ahead, keep an eye on how Liquid Death continues to disrupt the energy drink space through 2026. The next time you see a celebrity holding a can, ask yourself if they're just holding it—or if they own the factory.
Next Steps:
- Audit your own brand's "edge": Are you playing it too safe? Liquid Death proved that "hating corporate marketing" is the best marketing.
- Check the label: If you're moving into the energy drink space, look at the transition Liquid Death made toward natural caffeine sources; it's where the market is shifting.
- Invest in "The Vibe": Focus on packaging that people want to be seen with, not just packaging that functions.