Khetarpaul brings more than 20 years of experience and has worked across fast-growing and established beverage brands including Lavazza and PepsiCo.

Liquid Death, the healthy beverage platform and one of the fastest-growing non-alcoholic brands, announced today the appointment of Ricky Khetarpaul as its Chief Financial Officer.

“As a healthy beverage innovator, we’ve continued to successfully scale our brand across new categories with our entertainment-first marketing strategy and world-class retail execution,” said Mike Cessario, founder & CEO of Liquid Death. “We’re bringing that same proven playbook to the $23 billion energy drink category. As we enter this next chapter of scale across all of our categories, Ricky will play an instrumental leadership role as we pave the path to building the next true multi-category beverage brand.”

In his new role as Chief Financial Officer, Khetarpaul will oversee Liquid Death’s finance organization and report directly to Cessario. He brings more than two decades of experience scaling consumer brands and driving transformative growth. Most recently, as CFO of Health-Ade, he was recruited by private equity owners to deliver sustainable growth and profitability and guided the company through its acquisition by Generous Brands. Under his leadership of finance, accounting, and business intelligence functions, Health-Ade became the #1 share performer and the fastest-growing kombucha brand in 2023 and 2024.

Prior to Health-Ade, Khetarpaul held senior roles at Lavazza North America, where he built the company’s national retail distribution footprint and strengthened repeat purchases through pricing architecture and innovation. Earlier in his career at PepsiCo, he led reporting, forecasting, and planning for a beverage portfolio exceeding $5 billion in revenue. He has also held leadership positions at Sabra Dipping Company and Walgreens Boots Alliance, contributing to their expansion and operational excellence.

“Building a beloved brand is the biggest challenge that even giant CPG brands struggle with — Liquid Death, in just a few short years, has built one of the biggest fanbases in beverage,” said Ricky Khetarpaul, Chief Financial Officer. “I’m looking forward to bringing my experience from upstart and legacy beverage brands alike to Liquid Death as we prepare for the next era of growth and continue the brand’s unstoppable track record of breaking barriers and disrupting the beverage industry.”

Liquid Death is a healthy beverage platform with a proven track record as a beverage innovator across categories. The company has successfully scaled its brand across the mountain water, soda-flavored sparkling water and iced tea categories and will be launching in the better-for-you energy drink category in 2026.

Liquid Death is the fastest growing ready-to-drink tea among the top 10 brands, outpacing category growth by 20x. In the flavored sparkling category, Liquid Death outperforms the category average by 5x. This year alone, the brand has been the leader in category innovation with instant fan-favorite soda replacements like Doctor Death, Killer Cola, and Rootbeer Wrath, along with Cereal Criminal, a limited-edition collaboration with Fruity Pebbles that became the most successful LTO launch in Amazon grocery history.

Liquid Death’s entertainment-first marketing strategy focuses on creating true comedy that wins on social media and has built it into the #2 most followed beverage brand globally across TikTok and Instagram. In the past year, the brand has launched comedic campaigns with influential celebrities and brands such as Ozzy Osbourne, Kylie Kelce, Amazon, Yeti, and Yahoo! Fantasy. In-house created and produced ads often deliver a 1:1 like to share ratio and virality including recent favorites ‘Small Cans’ and Toxic Avenger.

In addition to its national retail footprint and online presence, iconic entertainment venues and sports franchises partner with Liquid Death to bring healthy, sustainable products to their fans. The brand is setting a new standard for non-alcoholic brands on-premise, underscoring its unique positioning to win in social consumption occasions. Liquid Death has a long-time strategic partnership with Live Nation, through which tens of millions of cans have been sold and hundreds of tons of plastic waste eliminated at venues and festivals. Earlier this year, Liquid Death announced an integrated marketing partnership with the MSG Family of Companies. The multi-year deal showcases and sells Liquid Death products across its premier sports and entertainment assets including New York's Madison Square Garden, The New York Rangers, Sphere, Radio City Music Hall, and The Beacon Theater.

For more information about Liquid Death, visit liquiddeath.com.

About 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. Our product lines include mountain water, soda-flavored sparkling water, iced tea, and energy. We donate a portion of our proceeds to help kill plastic pollution. For more information on Liquid Death please visit liquiddeath.com.

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