Liquid Death’s Marketing Stunt With Jason Kelce Highlights Water Usage In AI Data Centers

Liquid Death has launched a humorous marketing campaign featuring former Philadelphia Eagles star Jason Kelce, addressing the environmental impact of AI data centers that require vast amounts of water for cooling. In the promotional video, Kelce states, “AI data centers waste millions of gallons of water. That’s why Liquid Death and Garage Beer have teamed up. We want your pee to cool these data centers.” This tongue-in-cheek approach invites viewers to consider the absurdity and reality of water usage in these facilities.

As the campaign unfolds, a group of people enjoying their drinks sings, “Let’s pee on computers together to save humanity!” Although comedic, the concept indirectly touches on a genuine practice in data center operations, as pointed out by Michael Obradovitch, vice president at Ecolab. He noted, “The Liquid Death commercial is funny and tongue-in-cheek, but in reality, there is a fair amount of alternative water sources already being used to a similar extent to cool these data centers.”

One of those alternative sources is recycled water, generated from treated wastewater and sewage. Bruno Pigott, executive director of the WateReuse Association, emphasized that while human urine could theoretically be used, the focus should be on treatment processes that make wastewater safe for reuse. Pigott stated, “You wouldn’t just use pee, but you can clean it and make it into useful water, and that’s what we advocate.”

Despite Kelce’s lighthearted suggestion to relieve oneself on data center infrastructure, experts caution against the practicality of this idea. Pigott explained the complexities involved: “Pee contains all sorts of stuff… If you just put that into a cooling tower or something else, it would require constant cleaning.” He further elaborated on evaporative cooling methods that utilize water for temperature regulation, questioning the feasibility of using urine in this context.

Current technology allows for urine to be converted into drinkable water, a method employed by astronauts in space. However, such a process is not scalable on Earth, where urine typically contributes to sewage systems rather than being reused. Water treatment facilities play a crucial role by utilizing advanced filtration methods to recycle water for industrial use. Dr. Greta Zornes of CDM Smith pointed out the growing trend of recycled water in cooling applications, stating, “We use recycled water for cooling for all kinds of industries, and we have for decades.”

The use of recycled water can significantly alleviate the strain on local potable water supplies. However, challenges remain, particularly regarding infrastructure adequacy in supporting large-scale operations. Zornes highlighted the need for substantial wastewater treatment facilities, especially when data centers are located in rural areas where such facilities might be insufficient.

Loudoun County, Virginia, illustrates these challenges, home to over 250 data centers and more planned. As of 2025, these centers are expected to consume approximately 200 million gallons of recycled water daily, which only meets 43% of their water needs. The remainder is sourced from potable water, a concerning statistic noted by Loudoun Water.

Efforts to improve infrastructure are essential, and Obradovitch believes the AI sector could spearhead developments in this area. For example, Meta is set to invest at least $270 million in wastewater infrastructure projects near its data centers, framing data centers as potential pillars of community water infrastructure.

On a legislative front, Pigott advocates for a 30% tax credit aimed at expediting the adoption of recycled water practices in various industries. “We think it would greatly accelerate the pace with which data centers and other industries entered into this area,” he said.

The humorous nature of Liquid Death’s marketing, although unintentional, taps into a pressing conversation within the tech industry concerning the environmental implications of data centers. A recent Gallup poll reveals that around 70% of Americans oppose these facilities in their neighborhoods, marking a growing discontent toward AI technologies perceived as intrusive.

Pigott expressed hope, saying, “I’m glad that people are concerned about water, and anything that raises awareness of water, however crude it may be, could actually be beneficial.”