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^[update], the company is valued at $525 million.

Liquid Death

Type	Mountain Water
Manufacturer	Supplying Demand, Inc.
Country of origin	Austria
Introduced	2019; 3 years ago (2019)
Color	Clear
Variants	Sparkling water
Website	liquiddeath.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

• List of bottled water brands

References

External links

• Official website