Liquid Death has announced the appointment of Ricky Khetarpaul as chief financial officer.

With over 20 years of experience in the beverage industry, Khetarpaul's leadership is expected to bolster Liquid Death's ambitious growth plans as the company expands into new categories, including the lucrative energy drink segment.

Khetarpaul joins Liquid Death from Health-Ade, where he played a pivotal role in steering the brand to become the top-performing kombucha label in the market.

His experience encompasses key positions at prominent beverage companies such as Lavazza North America and PepsiCo, where he managed substantial revenue portfolios and contributed to significant brand scaling.

Mike Cessario, founder and CEO of Liquid Death, said: "As we enter this next chapter of scale across all of our categories, Ricky will play an instrumental leadership role".

Khetarpaul's appointment comes at a critical time for Liquid Death, which has successfully established itself in the mountain water and flavoured sparkling water categories.

The company is now poised to leverage its entertainment-driven marketing strategy to capture market share in the $23 billion energy drink sector, anticipated to launch in 2026.

Liquid Death has distinguished itself through innovative marketing tactics that resonate with health-conscious consumers. The brand's unique approach has made it one of the fastest-growing ready-to-drink tea among the top ten brands, significantly outpacing category growth.

Notably, its recent product launches, including the limited-edition Cereal Criminal collaboration with Fruity Pebbles, have set new records in consumer engagement and sales.

The company's success can be attributed to its focus on sustainability and health, packaged in an entertaining format that appeals to younger demographics.

Liquid Death is also enhancing its distribution capabilities, recently announcing a partnership with Big Geyser, one of the largest non-alcoholic beverage distributors in the US. This agreement is expected to solidify the brand's footprint in key markets, particularly New York, which is crucial for beverage sales.

Khetarpaul’s background in building national retail distribution networks will be vital as Liquid Death aims to expand its presence across convenience stores, grocery chains and entertainment venues.

The brand has already established strategic partnerships with Live Nation and MSG, facilitating the sale of its products at major events and venues.