Have you ever wondered who’s behind those eye-catching cans of water with a death metal-inspired logo? Liquid Death has made quite a splash in the beverage industry with its unique approach to marketing plain water.
Liquid Death is owned by Supplying Demand, Inc. and was founded by Mike Cessario, who serves as the CEO of this unconventional water company that has grown into a brand valued at $1.4 billion.
What started as an idea to make water “cool” has transformed into a beverage phenomenon with significant financial backing. The company has several notable investors, including Michael Dubin, the founder and CEO of Dollar Shave Club, along with various tech industry figures who saw potential in this seemingly simple concept with a rebellious twist.
Since its founding, Liquid Death has used humor and smirk-worthy marketing to build its brand around the tagline “murder your thirst.”
Key Takeaways
- Liquid Death was founded by Mike Cessario and is operated under Supplying Demand, Inc., growing from a quirky idea to a billion-dollar valuation.
- The company has attracted investment from notable business figures including Michael Dubin of Dollar Shave Club fame.
- The brand stands out in the beverage industry through its death metal aesthetic, irreverent marketing, and commitment to aluminum cans rather than plastic bottles.
History of Liquid Death
Liquid Death’s journey from a wild idea to a billion-dollar company shows how unconventional marketing can transform even the simplest product. The brand has revolutionized the water industry with its distinctive metal cans and irreverent messaging.
The Founding Story
Liquid Death was created by Mike Cessario, a former creative director in the advertising industry. He first thought of the concept back in 2009 while working in advertising.
Cessario officially founded the company in 2017 with a simple but bold vision: to make drinking water cool and entertaining. He chose what he himself called “the dumbest possible name” for water – Liquid Death.
The brand stood out immediately with its heavy metal-inspired branding and tagline “Murder Your Thirst.” Cessario wanted to bring the fun and edgy marketing typically used for unhealthy products to something as beneficial as water.
Rise in Popularity
Liquid Death’s popularity exploded through clever social media marketing and viral content. Their irreverent commercials and death metal-inspired campaigns quickly gained attention online.
By 2022, the company had achieved a valuation of $700 million, showing remarkable growth in just a few years. Their success continued as they expanded from direct-to-consumer sales to nationwide retail distribution.
In 2023, Liquid Death reached an impressive $1.4 billion valuation, cementing its status as a beverage industry disruptor. The company has remained independently owned and operated since its creation.
Ownership and Financial Backing
Liquid Death has risen to become a billion-dollar beverage company through strategic investments and partnerships. The company has maintained its edgy brand identity while attracting serious financial backing from various investors and venture capital firms.
Initial Investors and Stakeholders
Liquid Death was co-founded by CEO Mike Cessario, who previously worked as an advertising creative director. His background in advertising helped shape the company’s distinctive branding approach.
Cessario started the company with a clear vision to make water “cool” through provocative marketing. He felt that good advertising was mostly going to unhealthy products, and wanted to change that dynamic.
The company’s journey began with seed funding that helped launch its unique canned water product. Early investors saw potential in the brand’s unconventional approach to the beverage market.
Cessario spent years figuring out how to make water stand out in a crowded marketplace. His persistence paid off as the brand began to gain traction with its death metal-inspired branding.
Current Ownership Structure
Today, Liquid Death has attracted an impressive roster of 57 investors including 1435 Capital, Creek Capital, and even athletes like DeAndre Hopkins and Derrick Green. The diverse investment base has helped fuel the company’s rapid growth.
In early 2023, Liquid Death closed a $67 million financing round that valued the company at $1.4 billion. This significant jump from its previous valuation of $700 million demonstrates investors’ confidence in the brand’s future potential.
The funding is being used to support the company’s continued expansion and growth initiatives. While Cessario remains CEO, the exact ownership percentages aren’t publicly disclosed.
Inception Sciences is also among the key investors who have backed the company in its journey from startup to unicorn status.
Strategic Partnerships
Liquid Death has formed strategic partnerships with retailers and distributors to expand its market reach. These partnerships have been crucial in getting their canned water products onto store shelves nationwide.
The company has also collaborated with music festivals and events that align with their brand identity. These partnerships help reinforce their unique positioning in the beverage market.
Celebrity investors and partners have amplified the brand’s visibility. Their involvement goes beyond financial investment to include promotion and authentic brand endorsement.
Marketing partnerships have been particularly important for Liquid Death, as the company relies heavily on viral content and social media presence. The brand continues to seek partners that match its irreverent approach to marketing water.
Product and Packaging
Liquid Death stands out in the beverage market with its distinctive approach to packaging water. The brand’s unconventional presentation has helped it capture attention in an otherwise ordinary product category.
Canned Water Concept
Liquid Death offers water in aluminum cans rather than plastic bottles. This unusual packaging choice for water immediately sets the brand apart from competitors. The company supplies canned water that comes in both still and sparkling varieties.
The tall aluminum cans resemble beer or energy drink containers, creating an edgy alternative for those who want to drink water but avoid the stigma sometimes associated with choosing a “boring” beverage option at social gatherings.
By putting water in cans, Liquid Death creates a unique position in the market. The format is portable, recyclable, and helps maintain the water’s freshness.
Design and Branding
The brand’s distinctive visual identity features a skull graphic and bold typography that wouldn’t look out of place on a heavy metal album cover. Their memorable tagline “murder your thirst” reinforces the edgy aesthetic.
This aggressive branding creates a stark contrast to the typically serene, nature-focused imagery used by most water brands. The black and gold color scheme on the cans gives them a premium feel despite containing a simple product.
The design approach intentionally breaks conventions in the water category. This helps Liquid Death stand out on store shelves and makes the product instantly recognizable.
Sustainability Initiatives
Sustainability forms a core part of Liquid Death’s product strategy. By using aluminum cans, the company addresses environmental concerns associated with plastic water bottles.
Aluminum cans are infinitely recyclable, unlike plastic which degrades through recycling processes. The company emphasizes this benefit in their marketing materials and product information.
Liquid Death has also implemented initiatives to support environmental causes. A portion of their profits goes toward plastic pollution cleanup.
The brand connects environmental responsibility with their rebellious image, making sustainability feel cool rather than preachy. This approach helps them appeal to consumers who care about environmental impact but don’t identify with traditional “green” messaging.
Market Presence
Liquid Death has made significant waves in the bottled water industry since its launch in 2017. The brand’s distinctive marketing approach has helped it capture impressive market share in a short time, while targeting unique demographics compared to traditional water brands.
Competitive Landscape
Liquid Death has carved out a notable position in the competitive bottled water market. The brand claims 1% of the sparkling water market share and 0.2% of the still water market, which is impressive for a relatively new entrant. When looking specifically at Amazon sales, Liquid Death owns 9% of the mineral drinking water market, showing its strength in e-commerce channels.
Traditional giants like Coca-Cola dominate the overall bottled water industry with multiple brands in their portfolio. However, Liquid Death’s rapid growth to a $1.4 billion valuation shows how a strong brand identity can challenge established players.
The company stands out with its striking visual identity and humorous approach in a market that typically relies on images of mountains and purity.
Target Demographics
Liquid Death has ingeniously targeted demographics often overlooked by traditional water brands. Their punk rock aesthetic and irreverent marketing appeal particularly to younger consumers who might otherwise reach for energy drinks or alcoholic beverages.
The brand’s tallboy cans mimic beer packaging, making it a popular choice in settings where people might feel social pressure to drink alcohol. This positioning has helped them capture market share among:
- Health-conscious young adults
- Alternative and counter-culture communities
- Consumers at music festivals and concerts
- People in recovery looking for socially acceptable alternatives
Their slogan “Murder Your Thirst” and death metal-inspired packaging create an emotional connection with customers who appreciate the brand’s unique personality and humor in the otherwise bland water category.
Expansion and Distribution
Liquid Death has rapidly expanded its distribution channels since its launch. Initially focusing on direct-to-consumer sales through their website and Amazon, the brand has successfully transitioned into physical retail.
Today, Liquid Death products can be found in major retailers including:
- Whole Foods
- 7-Eleven
- Target
- Various convenience stores nationwide
The company has leveraged strategic partnerships with music festivals, comedy shows, and alternative sporting events to boost visibility. This approach aligns perfectly with their target demographic.
International expansion is also underway, with Liquid Death products now available in select markets outside the US. Their innovative distribution strategy has prioritized locations where their target consumers gather, rather than fighting for space in traditional grocery aisles where established brands like Coca-Cola have dominated for decades.
Brand Philosophy and Marketing
Liquid Death’s approach to marketing stands out in the beverage industry with its rebellious attitude and tongue-in-cheek humor. The brand has successfully created a cult-like following while promoting sustainability and challenging traditional water marketing.
Unique Marketing Strategies
Liquid Death has built its brand on the unexpected concept of making water cool through death metal aesthetics and irreverent humor. The company was founded by Mike Cessario, a former Netflix creative director, and they deliberately chose what they called “the dumbest possible name for water.”
Their tagline “murder your thirst” and punk-inspired branding has turned a simple product into a lifestyle statement. This approach reflects their philosophy of “marketing for people who hate marketing.”
Liquid Death’s eye-catching tallboy cans mimic beer packaging, making water consumption feel rebellious and fun. Their viral content includes death metal commercials, celebrity partnerships, and outrageous merchandise that keeps audiences engaged and sharing.
Community Engagement
The brand has fostered a dedicated community by creating content that encourages participation rather than passive consumption. Their “Murder Your Thirst” campaign invited fans to submit creative interpretations of their slogan.
Liquid Death actively engages with environmental causes, highlighting their commitment to sustainability with infinitely recyclable aluminum cans. A portion of their proceeds supports plastic cleanup efforts through partnerships with environmental organizations.
They maintain an authentic voice across social media platforms where they interact with fans through humor and shared values. This approach has created brand advocates who defend and promote Liquid Death organically.
Influence on Consumer Behavior
Liquid Death has transformed hydration from a necessity into a statement, particularly appealing to younger consumers seeking brands aligned with their values. Their success shows how the right branding can elevate even the most basic products.
The company has made drinking water a social experience, with consumers proudly displaying their cans in settings traditionally dominated by alcoholic beverages. This has contributed to healthier choices in social situations.
Their marketing approach has influenced other brands to adopt more authentic and humorous tones. By proving that rebellion and humor can sell water, Liquid Death has challenged conventional marketing wisdom and shown that consumers respond to brands that don’t take themselves too seriously.
Challenges and Controversies
Despite Liquid Death’s phenomenal success in the beverage market, the company has faced several significant challenges and criticisms. These range from environmental questions about their aluminum packaging to mixed consumer reactions about their edgy marketing approach.
Environmental Concerns
While Liquid Death promotes aluminum cans as more eco-friendly than plastic bottles, this claim has faced scrutiny. Aluminum production is energy-intensive and creates significant carbon emissions during manufacturing.
However, the company counters this by highlighting that aluminum has a recycling rate of over 50%, much higher than plastic bottles. They also emphasize that their cans contain significant recycled content.
Critics point out that shipping water in any container has environmental impacts. The weight of water-filled cans increases transportation emissions compared to local tap water options.
Liquid Death has responded by launching sustainability initiatives, though some environmentalists argue these efforts don’t fully address the fundamental issue of packaged water‘s environmental footprint.
Consumer Reception and Criticism
Liquid Death has generated polarized reactions from consumers. Some critics view the company’s punk rock aesthetic and death-themed branding as inappropriate for a water product or simply gimmicky marketing.
Others have questioned whether the company deserves its billion-dollar valuation, calling it an overhyped product. One tech journalist even mockingly tweeted about the company getting “$1.6 million investment from other bros because existing bottled water threatens his punk rock masculinity,” according to industry coverage.
Despite criticism, Liquid Death has built a devoted following who appreciate the irreverent approach to hydration. Many fans defend the brand’s unconventional marketing as a refreshing change from traditional bottled water companies.
Future Endeavors and Projections
Liquid Death has ambitious plans to expand its reach and product offerings in the coming years. The company’s success with canned water has created a strong foundation for growth into new markets and product categories.
Innovation and New Products
Liquid Death is actively pursuing product innovation as part of its growth strategy. According to recent information, the company is using its new funding to support product innovation, expanding beyond its core water products. The brand has already begun introducing flavored sparkling waters and tea products to diversify its offerings.
CEO Mike Cessario has indicated that the company plans to enter additional beverage categories while maintaining its distinctive branding and eco-friendly aluminum packaging. These new products aim to attract both existing fans and new customers who appreciate the brand’s irreverent marketing approach.
The company is also exploring merchandise and lifestyle products that align with its counter-culture aesthetic, creating additional revenue streams beyond beverages.
Long-Term Goals
Liquid Death’s long-term vision includes nationwide distribution expansion. The brand aims to make its products available in more retail locations across the country. The brand has grown from a niche online presence to securing shelf space in major retailers.
Having reached a valuation of $1.4 billion, Liquid Death’s goals include solidifying its position as a major player in the beverage industry. The company strives to continue its growth trajectory while maintaining its unique brand identity.
International expansion appears to be on the horizon as well, with potential moves into European and Asian markets. The brand’s success formula of combining environmental consciousness with edgy marketing seems poised for global appeal.
Liquid Death also aims to strengthen its sustainability initiatives. The company may explore additional eco-friendly packaging innovations beyond aluminum cans.
