Sorry but I never understood how postman was a viable product in the first place.
I was grocery shopping the other day and saw Liquid Death, which is a brand of...water, but with edgy marketing? I'm told to "make things people need," and then regularly see rent-seeking companies held in great esteem, ultra-undifferentiated offerings such as Liquid Death, an API client with a monthly fee, and other things that seem to contradict the maxim of making things that people need.
If they see you drinking water or soda off a normal can, people will feel self conscious and get pissy about them drinking but not you, with a flaming skull on the can, nobody bats an eye.
The target audience is actually recovering alcoholics from party crowds, and the product is pure signaling.