Mike Cessario says the brand was initially designed for heavy metal and punk rock fans who immediately understand the humor behind the brand and its campaigns. This led him to create a water brand that the bands actually enjoy drinking while performing.Ĭessario’s background playing in punk and heavy metal bands influenced Liquid Death’s branding, which speaks to the straight-edgers that eschew alcohol and drugs.
However, when speaking to the bands, he learned that they preferred to drink water while performing, but had to put water in an energy drink can due to their sponsorship requirements. Mike Cessario said that during the 2008 Warped Tour, he noticed energy drink companies heavily sponsor rock bands and rock tours. Despite the name, Liquid Death is nothing but good old-fashioned H2O, served in a tallboy can. Former Netflix director Mike Cessario founded the brand back in 2018.
A couple of weeks ago, Liquid Death announced they had raised $75 million in Series C funding round that values the water brand at more than $500 million.
