Liquid Death’s Benoit Vatere on Creative Risk, Retail Collaboration, and Cutting Through the Noise

In this episode of BRAVE COMMERCE, recorded live at Groceryshop 2025, Sarah Hofstetter and guest co-host Andrea Steele sit down with Benoit Vatere, Chief Media Officer at Liquid Death, for a candid and energizing conversation about what it really takes to build modern commerce partnerships that move the needle.

From launching a viral college-themed campaign with Amazon to pushing the boundaries of brand collaboration, Benoit shares how Liquid Death ties breakthrough creativity directly to retail outcomes. He discusses the importance of treating retailers as strategic partners, why the media industry needs to stop overcomplicating retail media, and how to stay focused on what truly drives awareness and conversion.

As a first-time CPG executive with an entrepreneurial background, Benoit brings an unfiltered perspective on navigating legacy dynamics with fresh thinking. He also reflects on the bold decision that brought him from France to the U.S. to chase the American dream.

Key takeaways:

• Creativity must convert. Benoit shares how Liquid Death aligns bold ideas with retailer objectives and transaction points to maximize both impact and measurability.
• Retailers are partners, not gatekeepers. Success comes from building together, listening well, and treating retail media as a shared opportunity rather than a cost center.
• Bravery is a mindset. From career moves to creative risks, Benoit’s story is a masterclass in taking chances, building momentum, and staying relentlessly focused on outcomes.

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