Canned water brand Liquid Death has exited from international markets, including the UK, after it was hit by dampened sales last year.

The brand announced a “temporary” pause on international efforts, as first reported by The Grocer, to refocus on its domestic market in the US, following last summer shifting production from Europe to the US.

A spokesperson for Liquid Death said the move “Significantly expanded the company’s healthy beverage product line-up in flavoured sparkling water and iced teas, drove increased volume, and improved margins.

“Despite strong demand and brand awareness growth in our limited international rollout, we are temporarily pausing international efforts since we no longer have production capabilities outside of the U.S. We look forward to meeting the international demand in the future when our supply chain can support these efforts.

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The exit follows the water brand’s arrival in the UK two just years ago in 2023, when the brand was valued at £535.5m ($700m), having secured listings in leading retailers such as Tesco, Iceland and the Co-op.

The controversial brand has risen to fame with a series of bold marketing stunts, such as releasing an x-rated album with explicit track titles, to getting rock star Travis Baker to promote its new range in a campaign dubbed the world “first-ever celebrity-endorsed luxury enema kit“.

However last year, it experienced weakened demand, after netting just £2.0m in the 52 weeks ended 7 September 2024, according to NIQ data.

While a spokesperson confirmed Liquid Death’s partnership with entertainment company Live Nations is unaffected by the news, it is not yet clear what will happen to the brand’s UK workforce.