Liquid Death, the water brand known for its tongue-in-cheek "extreme" branding with skull-emblazoned beer-style cans, told The Wall Street Journal that they are about to kick things up a notch. The brand will be releasing an energy drink in January called Sparkling Energy — and always going against the norm, their drink will have a decidedly "unextreme" 100 milligrams of caffeine. Related: How David Beckham and Shaun Neff Are Creating Buzz Around Their New Snack Brand BEEUPEach 12-ounce can of Sparkling Energy will offer vitamins, but no sugar or artificial sweeteners. The company says it will promote the drink with the same humorous approach that it takes with its water and sparkling waters, which helped propel Liquid Death to become a $1.4 billion juggernaut. As Dan Murphy, the brand's SVP of marketing, told Entrepreneur, everything they do comes through the filter of whether their ads will be shared on social media.