• Food and beverage distribution company, Soulfresh, has welcomed Liquid Death to its portfolio.
    Food and beverage distribution company, Soulfresh, has welcomed Liquid Death to its portfolio.
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Food and beverage distribution company, Soulfresh, has welcomed Liquid Death to its portfolio, launching the product across its retailer network throughout Australia and New Zealand.

Founded by Mike Cessario, Liquid Death saw a rapid rise when it launched overseas.  Employing taglines such as “Murder Your Thirst” and “Death To Plastic” the instantly recognisable, infinitely recyclable 500ml tallboy aluminium cans emblazoned with the brand’s melting skull logo quickly forged a global fan base. Liquid Death’s social following consists of 7.9 million followers across TikTok and Instagram, making it the third most followed beverage globally only behind Red Bull and Monster.

Representing Liquid Death in Australia, Soulfresh’s range of healthier food and beverage offerings includes Lo Bros Kombucha, Not Soda and Pico Chocolate.

Soulfresh GM beverages, Rai Bostock said Liquid Death was a true category disruoptor.

“Liquid Death is turning the health and wellness category on its head with its sometimes-shocking, always-entertaining take on consumer marketing. Having the opportunity to bring this leading brand to our customers is extremely exciting and will only strengthen our retail offering in each market,” said Bostock.

Liquid Death SVP strategy Marisa Bertha said as one of the top three most followed beverage brands on social media worldwide, now was the time to open distribution to Australia and New Zealand.

“We get daily messages from fans asking when they can buy Liquid Death in their home countries. Australia is one of the top overseas markets we hear from, so we are thrilled to share that we are now live and murdering thirst in the country,” said Bertha.

Liquid Death is available now on the shelves at all 7-Eleven stores nationwide, as well as selected independent grocery stores and on-premise.

Packaging News

In the first year of PKN’s Women in Packaging Awards programme, industry has stepped up with meaning. The response has been phenomenal, and the judges had their work cut out for them selecting the finalists from a competitive field of high-calibre nominees.

At The Hive Awards in Sydney today, the Best Packaging category was won by Don Smallgoods, part of George Weston Foods, for its resealable flow wrap pack for sandwich fillers and other smallgoods. This innovative packaging is a departure from the conventional thermoformed packs and addresses consumer demands for better functionality, sustainability, and product visibility.

Applications for the 2024 APCO Annual Awards are now open, and are open to all of industry to apply.