Phygital Commerce Media with Liquid Death's Benoit Vatere

The CPG Guys are joined in the episode by Benoit Vatere, Chief Media Officer for Liquid Death. As one of the fastest growing non-alcoholic beverage brands, Liquid Death uses comedy and entertainment to make health and sustainability 50 times more fun. We take low-calorie beverages and package them into infinitely recyclable cans that compete with the fun marketing of unhealthy brands across beer and junk food.This episode was record in Las Vegas at Shoptalk 2026.Follow Benoit on LinkedIn at: https://www.linkedin.com/in/benoitvatereFollow Liquid Death on LinkedIn at: https://www.linkedin.com/company/liquid-deathBenoit answers these questions:Benoit, you’ve famously said Liquid Death is an entertainment company that happens to sell water. How do you maintain that "unfiltered" creative edge while managing the rigid P&L and distribution requirements of a global CPG?You have a "Country Club" of fans who literally tattoo your logo on their bodies. In an AI world where algorithms try to predict loyalty, how do you protect and scale the "irrational" human connection your brand has built?You’ve built a massive brand by doing the opposite of "best practices." What is one "traditional" CPG marketing rule that you think is officially dead in 2026?Most brands use Retail Media for lower-funnel "search" (buying keywords). Liquid Death is a lifestyle brand that wins at the shelf. How are you using Retail Media Networks (RMNs) to drive discovery rather than just capturing existing demand?Does Liquid Death focus strictly on the "Big 3" (Amazon, Walmart, Instacart), or are you finding unique value in the smaller, niche retail networks?How is Liquid Death structured to ensure the "vibe" isn't lost in the math of an ad-stack?How does a brand as visually loud as Liquid Death plan to win the journey from the living room sofa to the kitchen fridge?How does a brand built on impulse and rebellion stay relevant when a literal robot is making the household grocery list?Are you using GenAI to scale your content production, or do you find that AI currently lacks the "edge" or "danger" required for your brand voice? How does Liquid Death sync its DTC data with physical retail signals to create a 360-degree view of your "Country Club" members?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.