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Whole aisles:Energy drinksBetter-for-you soda and sparkling waterOutdoor apparel
Liquid Death: Non-Carbonated, Drinks · Celsius: Energy Drink, Drinks
For a partnerships lead at Liquid Death: test Denver, Portland and Austin first, where Liquid Death's audience runs hotter, and call Fallen Footwear (0.87 with Liquid Death, 0.51 with Celsius) and 22Red (0.87 with Liquid Death, 0.57 with Celsius) first, the widest gaps on Liquid Death's side. steps 4, 5, 8 and 9 The worked case
Of 100 candidates, 44 sit closer to Liquid Death, 48 closer to Celsius and 3 within 0.05 of both. 5 brands in their own field are set aside below. steps 4 and 5
Liquid Death leads in Denver, Portland and Austin; Celsius in Miami, Tampa and Dallas. steps 8 and 9
Share by category: Food & Beverage, Drinks
Source: Qloo's US heatmaps. A dot is a place either audience ranks in its top half; it leans to one side when that audience ranks it at least 25 places higher out of 100 (Crossover's rule), else it's Both.
Leans Liquid DeathLeans CelsiusBoth
Where each audience over-indexes in Qloo's heatmaps, cell by cell. steps 8 and 9 A cell leans one way when it sits a quarter of the ranking higher in that heatmap. Cells only one heatmap covers are left off.
Top markets. Liquid Death: Los Angeles, San Diego, Denver, Portland, Austin. Celsius: Miami, Tampa, San Diego, Dallas, Los Angeles.
Scores from steps 4 and 5, ranks from steps 2 and 3
Fashion
Gap 0.36 · #3 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.30 · #2 in Liquid Death's list, not in Celsius' top 50
Website
Gap 0.29 · #9 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.26 · #37 in Liquid Death's list, not in Celsius' top 50
Fashion
Gap 0.26 · #35 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.26 · #8 in Liquid Death's list, not in Celsius' top 50
Fashion
Gap 0.26 · #36 in Liquid Death's list, not in Celsius' top 50
Website, Entertainment
Gap 0.25 · #6 in Liquid Death's list, not in Celsius' top 50
Snacks, Packaged
Gap 0.25 · #14 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.25 · #4 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.26 · #8 in Liquid Death's list, not in Celsius' top 50
Fashion
Gap 0.26 · #36 in Liquid Death's list, not in Celsius' top 50
Website, Entertainment
Gap 0.25 · #6 in Liquid Death's list, not in Celsius' top 50
Snacks, Packaged
Gap 0.25 · #14 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.25 · #4 in Liquid Death's list, not in Celsius' top 50
Other, Whiskey
Gap 0.24 · #13 in Liquid Death's list, not in Celsius' top 50
Music Instruments, Electronics
Gap 0.24 · #31 in Liquid Death's list, not in Celsius' top 50
Eyewear, Accessories
Gap 0.23 · #40 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.21 · #12 in Liquid Death's list, not in Celsius' top 50
Beer, Wine & Spirits
Gap 0.20 · #46 in Liquid Death's list, not in Celsius' top 50
Snacks, Packaged
Gap 0.20 · #18 in Liquid Death's list, not in Celsius' top 50
Food & Beverage
Gap 0.19 · #43 in Liquid Death's list, not in Celsius' top 50
Headphones, Electronics
Gap 0.19 · #16 in Liquid Death's list, not in Celsius' top 50
Craft, Beer
Gap 0.19 · #5 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.18 · #20 in Liquid Death's list, not in Celsius' top 50
E Commerce App, Mobile App
Gap 0.18 · #7 in Liquid Death's list, not in Celsius' top 50
Athletic, Fashion
Gap 0.17 · #15 in Liquid Death's list, not in Celsius' top 50
Fashion
Gap 0.17 · #34 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.17 · #33 in Liquid Death's list, not in Celsius' top 50
Leagues & Tournaments, Motorsports
Gap 0.16 · #17 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.15 · #23 in Liquid Death's list, not in Celsius' top 50
Motorcycle, Automotive
Gap 0.15 · #49 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.15 · #11 in Liquid Death's list, not in Celsius' top 50
Jewelry, Accessories
Gap 0.15 · #44 in Liquid Death's list, not in Celsius' top 50
Fashion, Fashion
Gap 0.14 · #32 in Liquid Death's list, not in Celsius' top 50
Beer, Wine & Spirits
Gap 0.14 · #41 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.14 · #21 in Liquid Death's list, not in Celsius' top 50
Software
Gap 0.14 · #24 in Liquid Death's list, not in Celsius' top 50
Dairy & Substitutes, Food
Gap 0.14 · #45 in Liquid Death's list, not in Celsius' top 50
Computer Accessories, Gaming
Gap 0.13 · #27 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.13 · #10 in Liquid Death's list, not in Celsius' top 50
Condiments & Spices, Food
Gap 0.12 · #19 in Liquid Death's list, not in Celsius' top 50
Jewelry, Accessories
Gap 0.11 · #30 in Liquid Death's list, not in Celsius' top 50
Rye, Bourbon
Gap 0.11 · #50 in Liquid Death's list, not in Celsius' top 50
Health & Beauty
Gap 0.10 · #1 in Liquid Death's list, not in Celsius' top 50
Fashion
Gap 0.09 · #48 in Liquid Death's list, not in Celsius' top 50
Health & Beauty
Gap 0.08 · #47 in Liquid Death's list, not in Celsius' top 50
Lingerie & Sleepwear, Fashion
Gap 0.07 · #39 in Liquid Death's list, not in Celsius' top 50
Health & Beauty
Gap 0.05 · #25 in Liquid Death's list, not in Celsius' top 50
Scores from steps 4 and 5, ranks from steps 2 and 3
Formalwear, Casual
Gap 0.35 · #23 in Celsius' list, not in Liquid Death's top 50
Prepared, Food
Gap 0.35 · #5 in Celsius' list, not in Liquid Death's top 50
Casual, Fashion
Gap 0.34 · #22 in Celsius' list, not in Liquid Death's top 50
Healthcare NGO, Casual
Gap 0.34 · #3 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.33 · #31 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.33 · #38 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.32 · #49 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.31 · #25 in Celsius' list, not in Liquid Death's top 50
Food & Beverage, Health & Beauty
Gap 0.31 · #7 in Celsius' list, not in Liquid Death's top 50
Casual, Fashion
Gap 0.31 · #47 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.33 · #38 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.32 · #49 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.31 · #25 in Celsius' list, not in Liquid Death's top 50
Food & Beverage, Health & Beauty
Gap 0.31 · #7 in Celsius' list, not in Liquid Death's top 50
Casual, Fashion
Gap 0.31 · #47 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.31 · #13 in Celsius' list, not in Liquid Death's top 50
Casual, Fashion
Gap 0.31 · #34 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.30 · #39 in Celsius' list, not in Liquid Death's top 50
Food & Beverage
Gap 0.30 · #26 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.29 · #29 in Celsius' list, not in Liquid Death's top 50
Food & Beverage
Gap 0.29 · #1 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.28 · #33 in Celsius' list, not in Liquid Death's top 50
Software
Gap 0.28 · #35 in Celsius' list, not in Liquid Death's top 50
Health, Food
Gap 0.28 · #9 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.27 · #41 in Celsius' list, not in Liquid Death's top 50
Food & Beverage
Gap 0.27 · #15 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.26 · #17 in Celsius' list, not in Liquid Death's top 50
Lingerie & Sleepwear, Fashion
Gap 0.26 · #11 in Celsius' list, not in Liquid Death's top 50
Food & Beverage
Gap 0.26 · #10 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.26 · #36 in Celsius' list, not in Liquid Death's top 50
Fitness App, Mobile App
Gap 0.25 · #40 in Celsius' list, not in Liquid Death's top 50
Frozen, Dairy & Substitutes
Gap 0.25 · #27 in Celsius' list, not in Liquid Death's top 50
Website
Gap 0.25 · #37 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.25 · #12 in Celsius' list, not in Liquid Death's top 50
Food & Beverage
Gap 0.24 · #8 in Celsius' list, not in Liquid Death's top 50
Casual, Fashion
Gap 0.24 · #42 in Celsius' list, not in Liquid Death's top 50
Frozen, Prepared
Gap 0.24 · #16 in Celsius' list, not in Liquid Death's top 50
Dining
Gap 0.24 · #21 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.23 · #45 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.22 · #4 in Celsius' list, not in Liquid Death's top 50
Dairy & Substitutes, Frozen
Gap 0.22 · #28 in Celsius' list, not in Liquid Death's top 50
Fitness App, Social Networking App
Gap 0.22 · #19 in Celsius' list, not in Liquid Death's top 50
Snacks, Packaged
Gap 0.21 · #6 in Celsius' list, not in Liquid Death's top 50
Athletic, Fashion
Gap 0.21 · #50 in Celsius' list, not in Liquid Death's top 50
Healthcare, Health & Beauty
Gap 0.21 · #18 in Celsius' list, not in Liquid Death's top 50
Condiments & Spices, Food
Gap 0.20 · #2 in Celsius' list, not in Liquid Death's top 50
Leagues & Tournaments, Health & Beauty
Gap 0.19 · #24 in Celsius' list, not in Liquid Death's top 50
Health & Beauty
Gap 0.17 · #46 in Celsius' list, not in Liquid Death's top 50
Candy & Confectionery, Food
Gap 0.17 · #14 in Celsius' list, not in Liquid Death's top 50
Retail
Gap 0.16 · #30 in Celsius' list, not in Liquid Death's top 50
Headphones, Electronics
Gap 0.16 · #44 in Celsius' list, not in Liquid Death's top 50
Financial Services
Gap 0.16 · #48 in Celsius' list, not in Liquid Death's top 50
Software
Gap 0.12 · #20 in Celsius' list, not in Liquid Death's top 50
Scores from steps 4 and 5, ranks from steps 2 and 3
Health & Beauty
Gap 0.04 · #22 in Liquid Death's list, not in Celsius' top 50
Fashion, Casual
Gap 0.03 · #38 in Liquid Death's list, not in Celsius' top 50
Casual, Fashion
Gap 0.04 · #29 in Liquid Death's list, not in Celsius' top 50
The same test in four more Qloo domains step 10: each side's top 50, scored under both names, split at 0.05. Scores are Liquid Death/Celsius.
Measured, and set aside from the columns: they share a category with Liquid Death or Celsius.
Carbonated, Juice
Gap 0.19 · #43 in Celsius' list, not in Liquid Death's top 50
Non-Carbonated, Drinks
Gap 0.18 · #32 in Celsius' list, not in Liquid Death's top 50
Sport Drinks, Drinks
Gap 0.12 · #28 in Liquid Death's list, not in Celsius' top 50
Coffee & Tea, Drinks
Gap 0.11 · #26 in Liquid Death's list, not in Celsius' top 50
Energy Drink, Drinks
Gap 0.00 · #42 in Liquid Death's list, not in Celsius' top 50
The question. You run partnerships at Liquid Death, and Celsius keeps coming up as the comparison. Which audience is yours, and where would a first event land?
What the page answers. The two audiences barely overlap: of 100 brands their fans favor, 44 sit closer to Liquid Death, 48 closer to Celsius, and 3 within 0.05 of both (Manscaped, Bella+canvas, Affliction Clothing). Liquid Death's side opens with Fallen Footwear (0.87 here, 0.51 under Celsius), 22Red and The Berrics; Celsius's side includes Pretty Girls Sweat (0.92 there, 0.58 under Liquid Death) and Yummy Spoonfuls. On the map, Liquid Death leads in Denver, Portland and Austin, Celsius in Miami, Tampa and Dallas, and Los Angeles and San Diego sit in both top fives.
What changes. Three markets to test first: Denver, Portland and Austin, where Liquid Death's audience runs hotter. Two brands to call first: Fallen Footwear (0.87 with Liquid Death, 0.51 with Celsius) and 22Red (0.87, 0.57), the strongest names on Liquid Death's side and each at least 0.30 weaker under Celsius, so their fans are measurably closer to yours. Los Angeles stays a shared market, worth a pitch only with a clear reason.
What it doesn't settle. Budget, rights, availability, either company's objectives, or whether a deal makes money. These are measured taste affinities across an audience, not purchases or visits.