Liquid Death isn’t just canned water; it’s a brand powerhouse. Their playful, PG-level gore and unconventional marketing are a hit with Gen Z. Plus, the Alpine canned water’s sustainability pitch doesn’t feel preachy because consumers already get it; plastic bottles are terrible for the environment.

The thirst-murdering folks at Liquid Death love the holidays too, and the brand has released a series of merchandise that celebrates the season as only the water brand can. In addition to the “Headless Holiday” sweater, Liquid Death also offers a set of two wrapping papers called “Winter Slaughterland” this year.