EXCLUSIVE: Billion-dollar bottled water brand Liquid Death hires new CFO as it prepares for expansion

“It is a truly healthy beverage platform with a proven track record as an innovator across categories,” Khetarpaul told me. “I was a huge fan of Liquid Death.”

Liquid Death was founded in 2017 by CEO Mike Cesario value Worth approximately $1.4 billion, it is known for its sharp, skeleton-sealed cans filled with water, sparkling water or iced tea with fruit juice – not alcohol.

In 2024, the company’s scanned sales reached more than $300 million, achieving a compound annual growth rate of 380% since its launch in 2019. This month, Liquid Death announced a new distribution deal with New York’s Big Geyser.

Khitarpaul succeeds Karim Sadiq Khan, who joined Liquid Death as CFO in June 2024. Sadiq Khan currently serves as CFO at Spindrift, according to his LinkedIn profile.

Prior to joining Liquid Death, Khetarpaul was CFO of Health-Ade, a gut health kombucha and soda brand. He previously served as North America CFO for Lavazza, spent more than eight years in finance at PepsiCo, where he led reporting, forecasting and planning for a $5 billion beverage portfolio, and held leadership roles at Sabra Dipping Co. and Walgreens Boots Alliance.

He noted that the biggest challenge facing consumer packaged goods brands is building strong consumer loyalty. “Even the bigger brands I’ve worked with have struggled,” he said. “But in just a few years, Liquid Death has built one of the largest fan bases in the beverage industry.”

Strategic marketing

According to a recent NCSolutions report reconnaissancehalf of Gen Z said they don’t drink alcohol by choice, and 43% believe Gen Z is driving the “sober curious” movement. Represents Generation Z and Millennials more than 70% From Liquid Death’s agents.

A former marketing executive, Cesario credits entertainment-first marketing centered around social media for its strong appeal among younger consumers. Liquid Death has 14.5 million followers across TikTok and Instagram.

Khetarpaul sees marketing as a hub for growth, drawing on his own experience in sales and marketing at PepsiCo before moving into finance. “I view the CFO role as an engine of growth, not just a traditional controller,” he said. “Liquid Death Marketing converts brand awareness into sales; the company is very metrics-driven. We measure marketing investments strategically and in terms of ROI, which is pleasing to any CFO’s ears.”

The brand has also run campaigns with celebrities and partners. For example, it recently launched a limited edition Fruity Pebbles sparkling water called Cereal Crimen on Amazon. Liquid Death plans to enter the $23 billion energy drink market in 2026 with Liquid Death Sparkling Energy, which contains caffeine naturally from coffee beans rather than synthetic sources, Khetarpol said.

However, this sector is highly competitive, dominated by brands such as Red Bull and Monster. As CFO, Khetarpaul is set to play a key leadership role in helping Liquid Death become “the next true multi-category beverage brand,” Cesario said in a statement.

Backed by a loyal fanbase and an ambitious CFO, Liquid Death is ready to disrupt the beverage aisle once again.

Cheryl Estrada
[email protected]

Leaderboards

Lydia Brown The CFO has been appointed Citrine Coppermana company that provides professional services to private and medium-sized companies and high-net-worth individuals, effective October 13. Brown succeeds Larry Diamond, who is retiring after three years of dedicated service as the company’s CFO. Brown has more than 30 years of experience in the professional services industry, including senior financial leadership roles at both private equity-backed and publicly traded companies. Most recently, she served as CFO of HKA, a global consulting firm.

Craig Chamberlain He was appointed Executive Vice President and Chief Financial Officer of the company Vertif Holding Company (NYSE: VRT), a digital infrastructure company, as of November 10. Chamberlain succeeds David Fallon, who previously announced his intention to retire from Vertiv and serve as an advisor to the company until December 31. Chamberlain joins Vertiv from Wabtec Corporation, where he most recently served as Vice President and CFO of the company’s Transportation segment.

Big deal

2025 The wealth of the most powerful women (MPW) The summit began Monday in Washington, D.C., and continues through Wednesday. You can join us at MPW via live streaming For main stage sessions. an offer The agenda is here.

The MPW franchise began in 1998 with the publication of the first ever book The most powerful women in business rankings. The response to this list made clear that these pioneering women needed a platform to come together and discuss the unique challenges they face. Thus, Fortune MPW has evolved into a community of leaders who meet at invitation-only events, such as the annual summit. This year’s theme is “Leadership in a Dynamic World”.

Go deeper

Latest EY Global IPO Trends The report found that in the third quarter of 2025, global stock markets rebounded strongly, with major indexes in the United States, Asia, and Europe reaching new highs after months of pressures from tariffs, interest rate uncertainty, and debt concerns. The rise was driven by looser monetary policy and strong corporate earnings, according to the report.

I heard

“Frankly, the death of trade is completely exaggerated. Trade is like water. If you throw an obstacle, it gets around it.”

– Kristalina Georgieva, head of the International Monetary Fund, said during luckThe 2025 Powerful Women Summit in Washington, D.C., on Monday. Georgieva played down any fears of a trade war, but recognized that the world was becoming “much murkier” and full of uncertainty. One of the biggest challenges, she said, comes from getting agreement that cooperation is better than division: “We’re in this big boat. It’s a rough sea. It’s better to argue together.” luck I mentioned.

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