Have you heard of Liquid Death?

Liquid Death is nothing but good old-fashioned H2O, served in a tallboy can.

The company was founded by former Netflix creative director Mike Cessario, who announced on Tuesday how he raised $1.6 million for Liquid Death. Gaining funding from Dollar Shave Club’s founder and CEO, Michael Dubin, Twitter co-founder Biz Stone, and the Away cofounder Jen Rubio.

Cessario has used his background of marketing, as well as playing in punk and heavy-metal band to coming up with Liquid Death.

He told Bussiness Insider the thought process behind selling water in a unique way:

“Initially some of our thinking was, we wanted to take more inspiration from the beer category because one thing we know in marketing is if you want younger people to want something, you have to market to people in their 20s because teens want the thing they can’t have”

“At first we knew the easiest crowd for us is anyone into heavy metal, punk rock, and that kind of world because they immediately get the joke and get the humor and have never seen anything like it. What makes this appealing for such a large group is that it feels like a niche thing.”

Their brand also holds an eco-conscious stance, knowing that Aluminum cans are more environmentally friendly than boxed or bottled water. They plan to donate $0.05 from every can sold to help clean up plastic garbage from the ocean.
Even in their ‘About Us‘ section, they state their dislike for plastic:

“We started Liquid Death with the diabolical plan to completely obliterate bottled water marketing clichés by taking the world’s healthiest beverage and making it just as funny and stupid and entertaining as the unhealthy brands across energy drinks, soda, and beer. Also, plastic water bottles are shit. But aluminum cans are far and away the most sustainable beverage container by virtually every measure. #DeathToPlastic”

You can currently buy a 12-pack of Liquid Death for $183 per can on their online store.

Murder your thirst with Liquid Death.