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Liquid Death’s founder explains his hardcore canned water startup

By The New Consumer

“I think it’s pretty clear that Liquid Death is not a normal brand and we’re not really normal people. We’re weird, and it’s a weird brandRead full story

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  • Dr Gail Barnes
    Dr Gail BarnesPartner at Personify LLC

    Canned water. Seriously SV bros. Shelling out good money for ... canned water? Surely nothing exceeds like excess.

  • John Gray
    John GrayFormer Banker Risk Management

    P T Barnum had an expression that will offend some so I won't use it . Instead I leave with this way to exeunt. Seriously guys congrats you deserve to awarded a pet rock really send me money you get a real rock.

  • Sumeet Shah
    Sumeet ShahBacking brands at Swiftarc Ventures

    It’s so easy to write off a consumer startup like Liquid Death that raises venture capital funding with something that doesn’t really disrupt a market like water.

    But, as Qz Picker Dan Frommer found out, there’s a deeper level to the brand ethos that matters here: how do you take a boring beverage and make it “cool?”

    Also, think about a concept like Daybreaker that ultimately pushed a healthier lifestyle alternative to the drink and drug filled nightlife world. LD grew out of the Straight Edge

    It’s so easy to write off a consumer startup like Liquid Death that raises venture capital funding with something that doesn’t really disrupt a market like water.

    But, as Qz Picker Dan Frommer found out, there’s a deeper level to the brand ethos that matters here: how do you take a boring beverage and make it “cool?”

    Also, think about a concept like Daybreaker that ultimately pushed a healthier lifestyle alternative to the drink and drug filled nightlife world. LD grew out of the Straight Edge movement in metal.

    It seems to be working:

    “Liquid Death, for what it’s worth, is currently the no. 10 best-selling water on Amazon, behind some cheap Nestle stuff and fancier brands like Essentia, Evian, Perrier, and Fiji. The company sold out of its first production run of 150,000 cans in less than 8 weeks, Cessario says.

    In addition to the web, Liquid Death is now available in about 60 bars, venues, tattoo parlors, barbershops, and coffee shops. It’s testing well in four 7-Eleven stores, Cessario says. And he’s also looking into other healthy beverages, potentially including functional ingredients.”

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