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Liquid Death is a canned-water company founded by Mike Cessario. Its tagline is "murder your thirst".[1] The drink is sold in a 16.9 US fl oz (500 ml) "tallboy" drink can. Its water is supposedly sourced from the Austrian Alps, however, it is canned by the Austrian beverage company Starzinger in the Upper Austrian town of Frankenmarkt (altitude 1,759 ft).[2][3] The drink began selling to consumers on its website in January 2019. Its manufacturer is Supplying Demand, Inc. As of January 2022, the company is valued at $525 million.

Liquid Death
TypeMountain Water
ManufacturerSupplying Demand, Inc.
Country of originAustria
Introduced2019; 3 years ago (2019)
ColorClear
VariantsSparkling water
Websiteliquiddeath.com

Products


The drink is sold in a 16.9 US fl oz (500 ml) "tallboy" drink can.[4] Its water is sourced from the Austrian Alps,[5] where it is also canned.[6] In 2020, the brand introduced a sparkling water variety.[7] Its manufacturer is Supplying Demand, Inc.[8] In addition to the original sparkling water, Liquid Death also introduced three flavored carbonated beverages including Mango Chainsaw, Severed Lime, and Berry It Alive.[9] Unlike their unflavored seltzer these flavored carbonated beverages (“sparkling waters”) are actually akin to all-natural, low-calorie sodas as they not only contained added natural flavorings/extracts but also acidulants and some added sugar (from agave nectar) as well.

Liquid Death is also a producer of NFTs, which they called Murder Head Death Club.[10]


History


Mike Cessario, who previously worked as a Netflix creative director,[11] filed a trademark application for the term "Liquid Death" with the United States Patent and Trademark Office on July 6, 2017.[12] Before the water was available to consumers for purchase, Cessario produced a video advertisement to gauge market interest in the product. In 2019, Cessario stated the company's plan was to expand to bars, tattoo parlors, and certain barber shops in Los Angeles and Philadelphia as a "lifestyle play".[13] Cessario stated the brand was initially marketed towards straight edge adherents and fans of heavy metal music and punk rock.[11] The drink began selling to consumers on its website in January 2019.[13]

Liquid Death raised US$1.6 million in seed funding from a round led by Science Inc. in 2019 (for a total amount raised to $2.25 million at that point),[11] $9 million in a series A round in February 2020,[14] and $23 million in a series B round in September 2020.[15]

In February 2020, the brand expanded into Whole Foods Market in the United States,[7] and in August 2020, the brand expanded into two hundred 7-Eleven stores in the Los Angeles and San Diego markets as part of a trial run.[16]

In May 2021, the company raised an additional $15 million in a Series C funding round completed with Live Nation, who said they would exclusively sell the drink in their events and venues for a period of time.[17] As of December 2021, the drink has begun selling in large supermarket chains such as Publix and Sprouts stores.[18] In January 2022, the company raised $75 million in Series C funding. The company received a $525 million valuation at the time.[19] Cessario stated that the company's revenue rose to $45 million in 2021.[19]


Promotions


In May 2020, the company released Greatest Hates, an album of death metal music created with lyrics from hate comments the company received online;[20] a second album of hate comments, described as "punk rock", was released in November.[21][22][23] In February 2022, during Super Bowl LVI, the company released an advertisement featuring children enjoying the beverage with metal music. Parodying advertisements for alcoholic beverages, the advertisement ends with the tagline - "Don't be scared, it's just water".[24]


See also



References


  1. "Review: Liquid Death". Bevnet. February 13, 2019. Archived from the original on February 14, 2019. Retrieved March 25, 2021.{{cite web}}: CS1 maint: unfit URL (link)
  2. red, ooe ORF at (2022-07-28). "Wasser aus Frankenmarkt beliebt in den USA". ooe.ORF.at (in German). Retrieved 2022-07-28.
  3. "US-Marke "versilbert" Wasser aus Oberösterreich". MSN (in Austrian German). Retrieved 2022-07-28.
  4. Rosner, Helen (May 15, 2019). "Liquid Death and the Nonsense of Packaged Water". The New Yorker. Archived from the original on March 2, 2020.
  5. Loizos, Connie (September 30, 2020). "The Joke is on Consumers as Liquid Death Raises $23 Million More". Tech Crunch. Archived from the original on December 2, 2020.
  6. Reiley, Laura (May 7, 2019). "These Aluminum Cans are Totally Metal: Liquid Death Sells Water to Punks who are Too Cool for Alcohol". The Washington Post. Archived from the original on November 8, 2020.
  7. Cutchin, James (September 29, 2020). "Liquid Death Raises Additional $23 Million". LA Business Journal. Archived from the original on October 27, 2020.
  8. "Supplying Demand Inc". Bloomberg. Retrieved March 26, 2021.
  9. "Water - Classics/Flavors". Liquid Death. Retrieved 2022-07-08.
  10. Alcántara, Ann-Marie (2022-07-29). "Brands Try Turning NFTs From Kitschy Collectibles Into Something Utilitarian for Consumers". Wall Street Journal. ISSN 0099-9660. Retrieved 2022-09-18.
  11. Hernbroth, Megan (May 7, 2019). "A Former Netflix Creative Director just got $1.6 million from Big Names in Tech for Liquid Death, which is Water in a Tallboy Can". Business Insider. Archived from the original on November 7, 2020.
  12. "Basic Word Search". United States Patent and Trademark Office. Note: Perform a "Basic Word Search" for the term "Liquid Death", and select serial number "87518674" from the results.
  13. Loizos, Connie (January 24, 2019). "A Brand Called Liquid Death Wants to Sell Mountain Water to the Cool Kids". Tech Crunch. Archived from the original on March 3, 2020.
  14. Ha, Anthony (February 20, 2020). "Liquid Death Raises $9M to Make Canned Water Cool". Tech Crunch. Archived from the original on March 3, 2020.
  15. Abdollah, Tami (September 25, 2020). "Liquid Death Creeps into Stores Nationally". dot.la. Archived from the original on November 1, 2020.
  16. Holtz, Steve (August 19, 2020). "7-Eleven Gives 25 Small Brands a Test Run". CSP. Archived from the original on November 30, 2020.
  17. Loizos, Connie (May 13, 2021). "With its Newest Round, Liquid Death Will Exclusively 'Murder Your Thirst' at Live Nation Events". Tech Crunch. Archived from the original on June 3, 2020.
  18. "Where to Buy". Liquid Death. Retrieved 2021-12-05.
  19. Loizos, Connie (January 4, 2022). "Liquid Death lands $75M more to expand the brand". TechCrunch. Archived from the original on February 21, 2022.
  20. Robicelli, Allison (November 17, 2020). "Liquid Death Releases a Second Album Inspired by its Worst Online Reviews [Updated]". The Takeout. Archived from the original on November 28, 2020.
  21. Trapp, Philip (May 4, 2020). "Company Turns Hateful Social Media Comments Into Death Metal Album". Loudwire. Archived from the original on November 2, 2020.
  22. Serra, Maria (December 2, 2020). "Here's how Liquid Death Turned Hate Comments into a Punk Album". AltPress. Archived from the original on February 17, 2021.
  23. Mamo, Heran (November 18, 2020). "Alkaline Trio & Rise Against Members Help Liquid Death Water Turn Hate Tweets into a Punk Album". Billboard. Archived from the original on January 20, 2021.
  24. Stanley, T. L. (February 14, 2022). "Liquid Death Scored With Its Ad Starring Hard-Partying Kids". AdWeek. Retrieved March 8, 2022.





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