SPG Announces New Brand Partnership with Liquid Death for Automotive Accessories

SPG today announced a new brand partnership with Liquid Death, the boldly irreverent beverage brand that has built one of the most fiercely loyal consumer followings in recent memory. The partnership will bring Liquid Death into the Automotive Accessories category, extending the brand’s fearless identity into new product territory through SPG’s full-service design, development, and distribution platform.

Liquid Death is not a brand that blends in. Known for its unapologetic personality and sharp cultural edge, the brand brings an energy to every category it enters. SPG’s role is to make sure that energy translates precisely and authentically into products that feel as native to the Liquid Death brand as anything the company has ever created. No dilution. No departure from the brand’s identity. Just the brand, amplified, kicking a**.

The Liquid Death Automotive Accessories line will be distributed across SPG’s retail network of 35,000+ doors. SPG carries zero competing in-house brands, which means the full weight of its product development, design, sales, and distribution capabilities is directed at one outcome: making the Liquid Death brand stronger in every retail environment it touches. This partnership reflects what SPG has always believed; that the right brand, in the right hands, can reach further than anyone expected.