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§ Private Profile · Santa Monica, CA, USA
Liquid Death is a technology company.
Liquid Death produces a line of beverages, primarily focusing on canned water, alongside sparkling energy drinks and iced teas. The company differentiates itself through aggressive, humorous branding and a commitment to environmental sustainability by packaging its products in infinitely recyclable aluminum cans, offering an alternative to plastic bottles. Its product line includes still mountain water, carbonated water, and flavored variants, all designed to deliver hydration with a distinctive marketing approach.
The company was founded in 2018 by Mike Cessario, a former creative director at Netflix. Cessario's inspiration stemmed from observations at concerts, realizing the potential to market water with an edgy, counter-culture aesthetic that appealed to a demographic traditionally overlooked by health-conscious brands. His vision was to merge an irreverent brand identity with a healthier beverage choice, directly challenging the environmental impact of single-use plastics.
Liquid Death targets consumers seeking unconventional brands that align with modern values of health and environmental consciousness. The company's overarching vision is to make healthy hydration and sustainable packaging exciting and accessible, leveraging humor and a distinct persona to engage its audience. It seeks to redefine the beverage market by offering products that are both better for the individual and the planet.
Liquid Death has raised $331.0M across 8 funding rounds.
Liquid Death has raised $331.0M in total across 8 funding rounds.
Liquid Death is not a technology company; it is a beverage company specializing in canned water and related drinks. Founded in 2017 by Mike Cessario, a former Netflix creative director, it sells premium mountain water, flavored sparkling water, iced tea, and merchandise in tallboy aluminum cans to promote sustainability by reducing plastic waste.[1][2][6] The company serves health-conscious consumers, particularly millennials and Gen Z, solving the problem of boring hydration marketing and environmental harm from plastic bottles through punk-rock branding and direct-to-consumer sales, subscriptions, and retail partnerships.[1][3][4] With strong growth—$263 million in 2023 retail sales, a $1.4 billion valuation in 2024, and expansion into over 113,000 U.S. and U.K. locations—Liquid Death has achieved rapid momentum via viral marketing and wholesale deals like Amazon.[3][6]
Liquid Death emerged from Mike Cessario's vision to disrupt the mundane bottled water market with entertainment-inspired branding, drawing from his background in creative direction at Netflix.[1][3][4] Trademarked in 2017 and launched in 2019 (with some sources citing 2018), the idea started as an ironic joke: packaging mountain spring water in heavy metal-style tallboy cans under the tagline "Murder Your Thirst" to make hydration fun and punk-rock cool.[1][3][4] Early traction came from viral social media, TikTok comedy, and outrageous content like mockumentaries, propelling sales from $2.8 million in 2019 to $130 million in 2022 and $263 million in retail by 2023.[3][4][6] Pivotal moments include $75 million Series C funding in 2022 at $525 million valuation, $70 million in 2022 at $700 million, and $67 million in 2024 reaching $1.4 billion, alongside partnerships like Live Nation and supermarket chains.[6]
Liquid Death rides the wave of D2C e-commerce and social media-driven consumer brands, leveraging TikTok virality and data analytics from subscriptions to disrupt the $300+ billion global beverage industry dominated by legacy players.[1][4][5] Timing aligns with rising demand for sustainable, low-calorie hydration amid plastic bans and health trends, positioning it against competitors like Waterloo and Lemon Perfect.[2] Market forces favoring it include Gen Z's preference for authentic, humorous brands over bland marketing, plus e-commerce growth enabling direct wholesale like Amazon.[3][4] It influences the ecosystem by proving "health + humor" can scale non-alcoholic beverages, inspiring "digirati" brands in food/beverages to prioritize entertainment and recycling.[1][7]
Liquid Death's trajectory points to IPO pursuits (Goldman Sachs hired by 2024 plans) and product diversification, like January 2026 energy drinks, amid projected revenue growth beyond $260 million.[3][6] Trends shaping it include caffeine moderation demands, further sustainability regulations, and AI-enhanced content for virality. Its influence may evolve from niche disruptor to mainstream powerhouse, potentially conquering more beverage categories as "health and humor" redefines CPG. This canned rebellion against plastic and boredom underscores how bold branding turns essentials into empires.[7]
Liquid Death has raised $331.0M across 8 funding rounds. Most recently, it raised $67.0M Other Equity in March 2024.
Liquid Death has raised $331.0M in total across 8 funding rounds.
Liquid Death's investors include Michael Jones, DeAndre Hopkins, Derrick Green, jim jefferies, Josh Brolin, Neal Brennan, 7GC & Co, BlueRun Ventures, Camber Creek, Conductive Ventures, Grit Capital Partners, Interplay Ventures.