Liquid Death, a canned water brand founded in 2017 by former skateboarder and advertising professional Mike Cessario, has rapidly transformed from a niche startup into a billion-dollar enterprise. By 2023, the company surpassed $250 million in sales, and in March 2024, it secured a $67 million funding round, elevating its valuation to $1.4 billion. This meteoric rise is attributed to Liquid Death’s unconventional marketing strategies, edgy branding, and commitment to sustainability, which have resonated particularly well with younger demographics.PostNet+15Time+15Financial Times+15Brand Credential
Origins and Concept Mike Cessario conceived Liquid Death after observing concertgoers at the Vans Warped Tour in 2009 opting for water served in energy drink cans to stay hydrated. This observation sparked the idea of marketing water with the same rebellious and bold aesthetics typically associated with energy drinks and alcoholic beverages. Cessario aimed to …