You may have noticed a new brand on the shelves water in a can called Liquid Death.  Apart from an arresting name, the company behind it is now valued at $1.4bn. It’s very popular with younger consumers with 8 million followers on TikTok.  The brand uses comedy and coolness to combat climate change and thirst.

Speaking to Joe this morning was Oli Russell-Cowan -Liquid Death’s Director of Cult Indoctrination Europe.