Torch Beverages has recruited an ex-Liquid Death and -White Claw marketer as its head of experiential marketing, three months after hiring a new CMO.
Ryan Heuser (below) has joined the US THC seltzers & iced teas producer having founded his own experiential-marketing consultancy in November. Prior to that, he held the title of senior VP of experiential at canned-water brand Liquid Death from 2021-2025, and was senior director of sponsorship & field marketing at Mark Anthony Brands-owned White Claw between 2017 and 2021.
Heuser also spent four years as director of sponsorship and field marketing at The Mike’s Hard Lemonade Co, and nine years at experiential-marketing agency GMR.
“Liquid Death and White Claw proved that people don’t just buy drinks – they buy identity, ritual, and occasions,” said Heuser. “THC beverages haven’t had that kind of brand-building yet.
“That’s what excites me.”
