Liquid Death's New CFO, Expansion Plans, and Brewing Legal Battle with Death Wish Coffee
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Liquid Death's New CFO, Expansion Plans, and Brewing Legal Battle with Death Wish Coffee
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Liquid Death has been making headlines this week with major executive changes and legal drama. Fortune reported exclusively that the 1.4 billion dollar beverage company has appointed Ricky Khetarpaul as its new Chief Financial Officer. Khetarpaul comes from an impressive background, having previously served as CFO of Health-Ade kombucha and spent over eight years in finance at PepsiCo where he managed a five billion dollar beverage portfolio. He's replacing Karim Sadik-Khan who only joined the company as finance chief in June 2024 but has already moved on to become CFO at Spindrift according to his LinkedIn profile.
The timing of this appointment is significant as Liquid Death gears up for major expansion plans. Khetarpaul revealed to Fortune that the company plans to enter the twenty three billion dollar energy drink market in 2026 with Liquid Death Sparkling Energy, which will be naturally caffeinated from coffee beans rather than synthetic sources. This announcement comes as the company continues its impressive growth trajectory, with scanned sales north of three hundred million dollars in 2024 and a staggering 380 percent compound annual growth rate since its 2019 launch. The company also just announced a new distribution deal with Big Geyser in New York this month.
But it's not all smooth sailing for the edgy water brand. Refreshment Magazine reports that Death Wish Coffee Company has filed a trademark infringement lawsuit against Liquid Death in federal court in California. The suit aims to prevent Liquid Death from launching a new line of coffee products including something called Deathuccino. Death Wish argues that the proposed coffee line would confuse consumers and dilute its brand identity given both companies use death-themed branding. Death Wish claims it attempted to negotiate with Liquid Death to abandon its trademark applications but the company reportedly expressed intentions to move forward. In response, Liquid Death issued a statement asserting it has no current plans to launch a ready-to-drink coffee product although it's exploring future innovations.
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