Take a stunt last summer by Liquid Death and one of its handful of celebrity investors, Tony Hawk, who teamed up to sell 150 skateboard decks whose ink included some blood from Hawk. Some of these marketing pieces come together quickly, he said, in two weeks or less when "an idea comes out of nowhere." Other times, a marketing piece can be a six-month-long process. Its first three products? Berry It Alive, Severed Lime and Mango Chainsaw.Ĭessario has long credited the firm's growth with its grimly funny phrasing, along with its packaging, arguing that aluminum is more recyclable than plastic (though, of course, no single-use container is great for the environment). He thinks there is a lot of room to grow from here, including through flavored waters that Liquid Death is beginning to roll out with names that suit the brand's punk-metal ethos. According to Cessario, Liquid Death is now carried in more than 29,000 locations throughout the U.S., including Whole Foods, Target, Safeway and 7-Eleven stores, and revenue reached nearly $45 million last year, up from $3 million in 2019 when the company sold its first can. Seemingly, there is a lot to boast about. We talked earlier today with Liquid Death's co-founder and CEO, Mike Cessario, a West Coast agency creative-turned-entrepreneur, about the company's growth. (Says Science co-founder Mike Jones, "I wish we owned more.")
Liquid death series#
The LA-based outfit, which sells canned mountain water from the Alps that will "murder your thirst," has just landed $75 million in Series C funding led by the startup studio Science, which helped launch the company and now owns a "strong minority" position. But he did confirm that because the now 60-person company has “seen a ton of growth in retail and online in the past year,” it “didn’t need to raise a ton of cash right now.” In fact, he noted that as a “maturing” startup, Liquid Death now has “more access to favorable debt terms for working capital” should it go that route at some point.Liquid Death, a water brand that began life in 2018 with a funny video to first test the concept, has grown deadly serious about its growth prospects. Liquid Death co-founder and CEO Mike Cessario, a former creative director and copywriter, declined yesterday to say how much Live Nation plans to charge for his products. (Because Liquid Death comes in recyclable aluminum cans versus far-less recyclable plastic bottles, the tie-up is a good look for Live Nation, too.) Specifically, Live Nation says that in a typical (not COVID) year, it brings in 100 million fans to events across more than 120 Live Nation-owned-and-operated venues and festivals across the U.S. Though Liquid Death has done pretty well on its own in terms of its distribution - it says its water is now carried in 16,000 locations throughout the U.S., including bars, tattoo parlors, cafes, local liquor stores and “big box” stores like Whole Foods, Walmart and 7-Eleven - Live Nation connects the brand with a massive and captive audience. Most meaningfully, Live Nation, the giant concert promoter, just became an equity investor and, as part of the deal, will only sell Liquid Death across its venues and festivals across the United States for a period of time. The new financing - it follows a $23 million Series B round last fall - was seemingly about getting more strategic partners involved with the brand. The round brings the company’s total backing to date to $50 million. Liquid Death, a four-year-old, LA-based canned mountain water startup that has steadily garnered market share and press coverage by promising, amusingly, to “murder your thirst,” just raised $15 million in Series C funding.
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