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Liquid Death has appointed Mike Fine as its new chief retail officer, overseeing the company’s retail expansion and distribution efforts. Marisa Bertha has also been promoted to chief strategy officer. The company is scaling its retail and distributor presence in response to increasing demand, with scanned sales reaching $303 million for the 52 weeks ending June 2024.
As Liquid Death continues its rapid growth, the beverage company is strengthening its executive team with experienced leaders. Known for its tagline “Murder your thirst,” the brand has a history of hiring industry professionals, with Fine bringing nearly two decades of experience in the non-alcoholic beverage industry from companies like BodyArmor, Nestle Waters, Coca Cola, and PepsiCo. CEO Mike Cessario expressed confidence in Fine and Bertha’s ability to drive growth and expand market share, particularly with the introduction of new products like iced tea.
In addition to its flagship canned water, Liquid Death has expanded its product line to include sparkling water, iced tea, and a new electrolyte drink mix called Death Dust. The company recently closed a $67 million financing round, valuing it at $1.4 billion.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
