“Everything metal and punk is extreme,” Cessario said, by way of explanation. Wrapped in teen-rebel labelling, complete with skull imagery and heavy blackletter type, Liquid Death comes in 16.9-ounce tallboy cans, each printed with a detailed explanation of the brand’s “proprietary thirst murdering process.” Perhaps to preëmpt haters, Liquid Death touts its virtue not only culturally but ecologically: its aluminum cans are more environmentally friendly than plastic bottles, and the brand claims to donate five cents from each can purchased to ocean recovery. In an interview with Business Insider, Cessario explained that he was inspired to create Liquid Death because he considered other water brands to be catering to “Whole Foods yoga moms” and thus to be insufficiently punk. Last week, an entrepreneur named Mike Cessario announced that he’d brought in $1.6 million in venture funding for a new water brand called Liquid Death, which is designed to appeal to punks who are “straight edge”-eschewing drugs, tobacco, and alcohol. On the inside, they all contain a triatomic compound of two hydrogens and an oxygen, in liquid form, odorless, colorless, essentially flavorless: one substance, key to life, with packaging options for all. There’s water for athletes-with nipple-like caps, for squirtable hydration-and water for kids, in roly-poly little bottles. Some people prefer to quench their thirst with only a Southern-chic Mountain Valley Spring Water, in green glass, others with a nouveau-riche cylinder of Voss, or a minimalist baton of Smartwater, or the outfit-matching aerodynamism of a refillable stainless-steel S’well bottle. The brain, though, is harder to please-especially given a modicum of disposable income and an abundance of commercial choice.
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A “Hydrate or Die” T-shirt can be had for $26.All water is created equal as long as it’s clean, the body is happy with it. Liquid Death also sells at more than 1,000 7-Eleven stores in California, and it sells, as it always has, directly to customers, who can select either mountain water or sparkling water, and buy a T-shirt or hoodie from a growing merchandise store on their way out of its online store.Ī 12-pack of tallboys costs $16.
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It put the cans on its shelves back in February, around the same time that Velvet Sea led the company’s $9 million Series A round. Indeed, our favorite part of the product has long been its promise to “murder your thirst.” (It’s water in an aluminum can, after all, so other differentiators are hard to come by.)Ĭlearly, plenty of other people are amused enough by the company’s inventive marketing that its products are selling, including at Whole Foods. We talked with Liquid Death founder Mike Cessario, who was formerly a West Coast agency exec, not long after he launched the company to the public, and he argued at the time that canned water could give sugary energy drinks like Rockstar, Monster and Red Bull a run for their money if it was also named like a heavy metal act. The company, originally incubated with the help of the LA-based startup studio Science, has now raised a little more than $34 million altogether. Backers in the round include an unnamed family office Convivialité Ventures, which is Pernod Ricard Group’s venture arm the musician known as Fat Mike and earlier backer Velvet Sea Ventures. In what began as a kind of funny, savvy marketing stunt that has since gained traction, a nearly three-year-old, Santa Monica-based startup that sells water from the Austrian Alps under the brand Liquid Death has raised $23 million in Series B funding.
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