Liquid Death: The Story Behind the $700 Million Dollar Brand

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In this edition of our newsletter, we will explore the founding story of one of the most innovative brands in recent times: Liquid Death.

Eliminate Plastic

Liquid Death is a US-based company that has taken the beverage industry by storm with its unique approach to marketing and packaging. The brand sells canned water, but not just any water. Liquid Death is on a mission to kill plastic water bottles, and they are doing it with a vengeance.

Aha Moment

One day, he was sitting in a coffee shop when he noticed a group of skateboarders drinking from tall cans of beer. He thought, "Why can't water be sold in a can like beer?" That was the moment of inspiration that led to the birth of Liquid Death.

Mike knew that he wanted to create a brand that stood out from the crowd, and he decided to take a different approach to marketing. Instead of the typical approach of targeting health-conscious consumers, he decided to target a different demographic: punks, metalheads, and skateboarders.

Packaging

The packaging of Liquid Death is a reflection of this approach. The water is sold in tall, black cans with a skull logo that resembles a can of beer. The brand's tagline is "Murder Your Thirst," the website features a range of merchandise that includes skateboards, hats, and t-shirts.

Liquid Death X Sustainability

In just two years, Liquid Death has gained a cult following, with fans from all over the world. The brand has also received recognition from the media, with features in The New York Times, Forbes, and Rolling Stone.

But Liquid Death is not just about marketing gimmicks. The company is also committed to sustainability and is on a mission to end the use of plastic water bottles. The cans are made from recycled aluminum, and the brand has partnered with a nonprofit organization called 5 Gyres to help clean up the world's oceans.

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