Liquid Death — Schema.org / JSON-LD audit
Liquid Death's storefront grades B (79/100) across homepage, PDP, collection and blog. 1 finding flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.
Schema score · 79/100
Live result · refreshed 2026-06-06
About Liquid Death
Founded 2017 · US
Mike Cessario (a former heavy-metal touring musician + ad creative) launched Liquid Death after noticing punk-show attendees would rather not drink Coke. The thesis: the same person who pays $4 for a craft beer because of branding will pay $2 for tallboy-can water for the same reason. Hit $1.4bn valuation in 2024 — entirely on canned still + sparkling water that costs ~$0.20/can to produce.
Public scale markers
Disclosed in filings, acquisitions or named press reporting — not estimates.
- 01$1.4bn valuation (2024)
- 02$263M revenue (FY2023)
- 03Sold in 110,000+ retail locations
- 04$70M Series D (2024)
Notable for the schema.org audit
Liquid Death's digital footprint is a marketing showcase rather than a typical commerce stack. Their tech reflects content-led + viral marketing rather than performance-marketing optimisation.
Per-page schema on Liquid Death
JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.
Homepage
0 blocksNo JSON-LD detected on this page type.
PDP
0 blocksNo JSON-LD detected on this page type.
Collection
0 blocksNo JSON-LD detected on this page type.
Blog
0 blocksNo JSON-LD detected on this page type.
Open findings
Top 4 of 4 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.
- Homepage: Organization schema presentwarning
Anchors brand identity for Google + AI engines. Required for the Organization knowledge-panel.
- Homepage: WebSite schema presentrecommended
Carries the SearchAction that powers Google sitelinks searchbox.
- Homepage: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- Homepage exposes at least 3 distinct schema typesrecommended
No JSON-LD blocks on the homepage at all — AI engines fall back to inference.
What this Schema grade reveals
B-grade is the modal grade for Shopify Plus brands at Liquid Death's scale — the core types (Organization, Product, BreadcrumbList) are present but optional rich-result fields (GTIN, brand, AggregateRating) typically get dropped. The fix path is usually a single Liquid edit per missing field rather than installing more apps.
Breakdown: 1 homepage finding. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.
Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.
Run live
These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=liquiddeath.com preserved.
Open the live Schema.org AuditSee Liquid Death's full storefront analysis
Other food + beverage stores
Death Wish Coffee
Self-described "world's strongest coffee" — built a cult following through Super Bowl ad placements and aggressive brand voice.
Magic Spoon
High-protein, low-sugar reimagined-childhood-cereal — one of the cleanest examples of category-creation DTC playbooks.
OLIPOP
Prebiotic soda — created a "better-for-you soda" sub-category and grew to billion-dollar valuation in five years.
LMNT
Electrolyte mix marketed via podcast partnerships (Tim Ferriss, Huberman) — proved performative-health DTC at low CAC.