Liquid Death Launches Lower-Caffeine Energy Drink, Taking Aim at Monster

Liquid Death, the fast-growing canned-water start-up valued at roughly $1.4 billion, is moving into the energy-drink aisle with a new line called Sparkling Energy. Each 12-ounce can will contain 100 milligrams of caffeine—about the amount in a cup of coffee and roughly half the level found in popular rivals such as Celsius or Prime—along with added vitamins and no sugar or artificial sweeteners. Founder and Chief Executive Mike Cessario told The Wall Street Journal the goal is to offer a “sane” alternative in a category he says has “gone a little caffeine-crazy.” The product will be priced between $2.59 and $3 and is scheduled to hit U.S. shelves in January 2026. Liquid Death plans to market the drink with the irreverent social-media style that helped its water brand gain traction. The move puts the company in more direct competition with established players including Monster Beverage, which dominates the $21 billion U.S. energy-drink market. Analysts say Liquid Death’s brand recognition and focus on lower-caffeine formulations could carve out share among consumers looking for “better-for-you” options.