How to build a beverage brand: Liquid I.V.'s strategy to become a billion dollar brand
Keech has led Liquid I.V. since it was acquired by Unilever in 2020.
The electrolyte drink mixes are designed to deliver superior hydration than water alone thanks to electrolytes, nutrients and vitamins - as Keech puts it, 'we're turning ordinary water into extraordinary hydration!'
The brand is found in more than 80,000 retailers in the US, and is expanding internationally in the UK, China, Canada, Australia, Mexico and The Netherlands.
The base of the brand is the powdered hydration solutions it has built up over the last decade: and the secret is a 'winning combination of function, flavor, culture and impact' (more on this below).
It's now on the cusp of billion dollar brand status.
Based in Los Angeles, one of Keech's top routines is a swim in the Pacific Ocean every morning. He tells us more about what drives him and the brand.
Who’s Liquid I.V.'s target audience?
We believe that hydration is the bedrock of wellness.
There are so many occasions where people need hydration - from everyday life, to sporting events, concerts, travel and more.
We were seeing that hydration (and wellness in general) had become too complicated or inaccessible for the everyday person, so we set out to position Liquid I.V. as a customer-centric brand that brings real hydration and real flavors to real people everywhere.
Your previous experience includes working with Ben & Jerry’s, Unilever’s Beauty & Personal Care division, and John Frieda haircare. Have these helped you in the beverage world?
Each of my past professional experiences have absolutely helped me succeed in the beverage world.
Joining Liquid I.V. wasn't just about seizing a job opportunity, it was about embracing a platform to amplify a product and purpose that resonates deeply with our customers.
We’re a beverage company but we’re also a consumer company and that’s really the red thread that pulls through each of my past roles.
Beverage consumers also eat ice cream, shop haircare and invest in their personal wellness.
Seeing our customers as real people with real lives has been instrumental in the way I’ve led the business here at Liquid I.V.
I should mention that the impact of diverse experiences and perspectives on my work extends well beyond my professional background.
I’ve had the opportunity to live in several different countries and to travel to even more and I am passionate about immersing myself in those cultures and seeing the world from varying perspectives.
That has come into clearer focus as we’re now expanding Liquid I.V. with a global footprint and I’ve loved the opportunity to adapt our brand to meet the nuanced needs of the consumers in places like the UK, Canada, Mexico, China, Australia, the Netherlands and beyond.
What's Liquid I.V.'s USP?
I think what makes Liquid I.V. the number #1 powdered hydration brand in America is our winning combination of function, flavor, culture and impact.
- Function: The thing about our product, is that it works, it actually works! LIV HYDRASCIENCE is our science-backed formula that thoughtfully combines electrolytes, essential vitamins, and clinically tested nutrients. We’re a superior hydration solution, turning ordinary water into extraordinary hydration.
- Flavor: When it comes to innovation for our delicious mouthwatering array of flavors, we are always in conversation with our consumer. Listening to what they want to see next and leveraging our research and development and sensory team to make it the best experience possible.
- Culture: allows us to connect deeper with our audience and be where the consumer is during their need states, a great example is our partnership with multiple festivals. We are able to be on the ground to provide hydration during dehydration occasions fitting of festivals and live music (heat, travel, exercise, and a late-night out).
- Lastly, our Impact program: which has evolved tremendously in the last couple of years. To-date we have donated over 57 million serving sticks to those in need around the globe, over 1% of our company revenue goes directly into our Impact Program, and we partner and offer grants to non-profit organizations to expand clean and abundant water access locally and globally.
Overall, our goal is to elevate the vitality of people and the planet.
It’s all very well being creative and having good ideas… but what's the ‘go’ moment when you take ideas to reality?
One of my favorite things about working with an innovative brand like Liquid I.V. is that we’re always tracking towards our next ‘go’ moment.
Once we’ve successfully brought a new idea to life, we’re back at the whiteboard talking about what could be next.
One of the biggest ‘go’ moments for me and the brand has been our Hydration Multiplier Sugar-Free launch.
From day one, the team was showing me exciting feedback from consumers that Liquid I.V. had tapped into a universal need, and we were providing real, tangible benefits.
We were also seeing feedback with a growing demand for healthier options that didn't compromise on flavor or function.
Bringing a new, proprietary formula to the market while we were seeing such positive responses to our original offering could have seemed superfluous to some, but for our team we knew that the best thing we could do for our customers was create something that continued to meet their evolving needs.
It was two years of research and development with a lot of thoughtful conversations about flavor and function, but those investments were more than worthwhile when we saw the overwhelming success of the product and the ways consumers were incorporating both formulas into their wellness routines.
Seeing Hydration Multiplier Sugar-Free go from a blue sky idea to the shelves was something our entire team can be proud of.
What’s your top tip to other beverage entrepreneurs and brand builders?
"Thinking you have all the answers yourself is a quick way to learn that you don’t"
I can’t emphasize the importance of listening to your customers enough.
Consumers are eager to tell you what they think, and the smart entrepreneurs are ready to listen.
We’ve learned so much from our customers with everything from flavor profiles to the way our packages show up on the shelves and I can confidently tell you we’re a better brand because of it.
From a leadership perspective, I would also encourage self-awareness. We build teams based on their strengths and skill sets but it’s important that we’re also honest with ourselves about where we can bring value and where we can and should be delegating tasks and empowering others to move the ball forward. Thinking you have all the answers yourself is a quick way to learn that you don’t.
I’m surrounded by some of the best minds in the business here at Liquid I.V. and I always encourage leaders and entrepreneurs to lean into the experts on their team and use their counsel for more informed and effective decision making.
Mike Keech's 7 deadly things
What’s your poison?
I stopped drinking alcohol 18 months ago for health reasons, so I’m drinking many different teas.
What’s your worst vice?
I’m a terrible snacker and working hard to change that lifelong habit!
Worst work mistake?
Leaving a company that I really liked because I felt I was unjustly passed over for a promotion. Career patience and the importance of culture are two key lessons I took from that experience.
Biggest waste of money?
At the moment, I find myself online shopping when I am traveling for business. Lots of impulse purchases on Amazon tend to be small and pretty unnecessary.
Whose career are you most jealous of?
Yvon Chouinard, founder of Patagonia. He is a pioneer and visionary for whom I have a lot of respect and admiration.
When has your pride caused a fall?
I’d like to consider myself low ego but I think wounded pride ultimately led to me leaving the aforementioned company.
What makes you most angry?
I have a visceral reaction to any kind of injustice, particularly towards those who can’t defend themselves.
That includes things like bullying and abuse and, on a more global scale, the glaring inequities between people with access to things like safe shelter, healthy food and clean water.
It's deeply frustrating to see how such basic human necessities are still out of reach for so many, leading to severe health, social, and economic consequences.
Thankfully, we’re in a position at Liquid I.V. to be doing something about water inequality and we’re driven by a commitment to finding sustainable solutions to ensure everyone has access to this vital resource.
You took on the reins as CEO of Liquid I.V. in 2020. Where do you want the brand to be at when you reach your fifth year of leadership next year?
I always want Liquid I.V. to be the consumer’s first choice when it comes to their hydration needs. Therefore, maintaining and advancing our leadership position in the category will be a top priority for me. We have spent a lot of time building and strengthening our company’s core capabilities and infrastructure.
For 2024 and 2025, I’m excited to continue to push on the boundaries of what is possible with the amazing team that we have in order to continue being a positive and creative force of disruption in the category. I feel like we are only just getting started in many ways and the headroom for growth is unlimited.
You’ve set out to build a ‘culture of purpose’. What does that mean to you?
Ultimately, fostering a culture of purpose is about using our resources and roles to create positive change, both for our employees and the world around us. Hence, our purpose statement of elevating the vitality of people and the planet.
It's rewarding to see this ethos embraced company-wide, as evidenced by our recognition as one of LA's Best Places to Work for our dynamic, mission-driven environment.
How do you keep your team engaged and motivated?
There is no one size fits all, but I’m a big believer in transparency, frequent communication, and connections.
At Liquid I.V. we have created a thoughtful annual activity plan that seeks to engage all of our key communities around central themes that are important to our success and are anchored in our purpose and values.
Additionally, I believe it’s important to know your direct reports as deeply, discover what motivates them individually, and provide personalized one-on-one coaching based on that understanding.
How do you start and end your working days?
I’m a believer in constantly optimizing my health and wellness routines. Starting my day in a positive, productive way sets the tone for everything that follows.
Every morning, I start with a swim. Ideally, it's in the ocean - there's something invigorating about those cold Pacific waves, but if not the ocean, I'll find a pool.
This cold exposure isn't just invigorating but scientifically backed to boost alertness, reduce inflammation, and improve mental resilience.
After the physical wake-up, I shift gears to mental clarity with daily meditation which is my non-negotiable.
Even with my hectic schedule - I live in Santa Barbara, work in LA, and travel extensively for Liquid I.V., no matter where I am, I find a way to swim and meditate.
By prioritizing routines, I'm able to show up fully for the other aspects of my day: my family, our team at Liquid I.V., and others.
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