LOS ANGELES, CALIFORNIA - OCTOBER 13: A model hydrates backstage with a can of Liquid Death water at The Majestic Downtown on October 13, 2022 in Los Angeles, California. (Photo by Mark Gunter/Getty Images for Art Hearts Fashion)
How Liquid Death Became A Mainstream Success
By Nico Danilovich
Don't worry, this drink won't actually kill you. Liquid Death and its canned water are here instead to "murder your thirst" with purified mineral water in flavored varieties like Berry It Alive, Mango Chainsaw, and Severed Lime.
In 2010, Mike Cessario, an art college graduate turned heavy metal and punk rock musician, designed Liquid Death to be marketed at nonconformists in an edgy way similar to energy drinks and craft beers. Cessario shared his product on Facebook, and it quickly went viral.
All the buzz got investors on board, and when Liquid Death launched in 2019, bars, liquor stores, and tattoo parlors first eagerly sold the stuff. Then concert promoters and music festivals joined in, too, meaning artists, partiers, and skaters sampled it.
By the 2020s, mainstream retailers like 7-Eleven, Sam’s Club, and Whole Foods were selling Liquid Death. Some people claim the company is gimmicky, laughable, or toxically masculine, but Cessario told CNBC, “At the end of the day, we’re really creating an entertainment company and a water company.”