Expo West 2023 Gallery: Soda and Sparkling Water Innovations Feature Far More Than Prebiotics, BevNET Industry Meetup: Connect with the Boston Food, Beverage & Beer Communities on April 13, Zend Coffee Elevates Morning Ritual with Premium Sourced Coffee in Convenient Subscription Service, Lady Bird Mixer Co. Launches New Premium Mixers Line From Austin, KeHE Distributors Announces an Exclusive Partnership with Rodale Institute, FICKS Premium Mixers Breaks into Top 15% of Cocktail Mixers Nationally, Nirvana Super Blasts Out of the Starting Blocks Early on Social Media, Tractor Beverage Company Launches New Organic Impact Tracker in Partnership with HowGood, Junglee Inc. The California-based canned water maker announced this week that it has raised $75 million in a . Summer is approaching at a time when public venues and performances are slowly reopening, preparing for audiences that have been cooped up for a year with little in the way of live shows. Within three months, Liquid Death had more Facebook followers than Aquafina, and the ad had more than 3 million views. And tea. Before launching Liquid Death, Cessario was a graphic designer by trade, working at advertising agencies and producing projects for big companies like Netflix. Liquid Death's initial three flavors are Severed Lime, Berry It Alive, and Mango Chainsaw. But its turned its savvy branding and distinctive tallboy cans into a $50 million business. To end 2022 on a high note, the canned water brand just collaborated with Nixon to create the Death Clock II, a badass wristwatch anyone would want on their arm. The water, called Liquid Death, is sourced from Austria. Review: Liquid Death Flavored Sparkling Water Posted: Feb 16, 2022 at 11:22 AM (Last Updated: Feb 17, 2022 at 10:51 AM) Covers Products: Berry It Alive, Mango Chainsaw, Severed Lime You can change your choices at any time by clicking on the 'Privacy dashboard' links on our sites and apps. Want to carry Liquid Death? She . It may seem counterintuitive, but Cessario says that it is, somehow, more sustainable for Liquid Death to ship in water from the Alps than source it from a spring in the States. . He shot the first Liquid Death commercial for $1.5k and spent $3k on paid Facebook ads. We use our own and third-party cookies to improve your experience and our services, and to analyse the use of our website. Its satisfying to hold it dents in just the right spot for your thumb to grab it and does, sometimes annoyingly, inspire strangers to ask you just what the hell youre drinking. This week, two bottled water companies are making cinematic debuts with new marketing campaigns, each using the movies to drive home brand stories about sustainability. Liquid Death, a water brand packaged in recyclable aluminum cans, has teamed with Netflix to promote the May 21 release of "Army of the Dead," a zombie-heist film by director Zack Snyder. Heres what deposit insurance covers. While it continues to push the envelope with its marketing and branding, the company, which markets both still and sparkling spring water sourced from Austria, has professionalized its operation as its distribution footprint expands to 16,000 locations in the U.S, including nationwide at Walmart, Whole Foods, Sprouts and 7-Eleven. By creating an account I agree to the Terms & Conditions / Privacy Policy. A lot of names were left on the cutting room floor, including the hilariously dorky Southern Thunder, before settling on Liquid Death. Liquid Death is funded by 29 investors. Only 100 boards were made, making this an extremely exclusive, limited-edition release. Liquid Death captured the imagination of the internet immediately. Privacy Policy | Terms of Service. But Liquid Deaths genius lies in bringing together the can which feels so much like holding a beer and the edgy branding. LOS ANGELES, May 13, 2021 /PRNewswire/ --Live Nation Entertainment(NYSE: LYV), the world's leading live entertainment company, announced today that it has selected Liquid Death, the fast-growing beverage brand packaging water in infinitely recyclable tallboy cans, as the exclusive water at many venues and festivals across the United States. #MurderYourThirst #DeathToPlastic linktr.ee/liquiddeath Posts Reels Videos Tagged In this roundup, we look at several brands finding new ways to support musicians, food pantries and their own employees. On Tuesday, Cessario announced he had raised an additional $1.6 million for his canned water start-up from big names in tech including Dollar Shave Club founder and chief executive Michael Dubin, Twitter co-founder Biz Stone and Away co-founder Jen Rubio, bringing total funding to $2.25 million. At Topic Insights, we believe theres a leader inside you, waiting to come out, and we want to help that leader find its voice through our actionable and powerful stories. If you disable this cookie, we will not be able to save your preferences. The heavy metal album includes songs like "Fire Your Marketing Guy" and "I thought this was alcohol." Liquid Death specifically chose aluminum cans because they are infinitely recyclable, unlike plastic. Each is spiked with a little agave nectar for sweetness, a 30 milligram microdose of caffeine, and according to the can, 100 percent of your daily recommended amount of vitamins B6 and B12. Theyre just going to see the can, think its awesome, and pick it up, Cessario says. Shortly after that, the brand introduced a sparkling water with a carbonation level intended to mimic that of beer, and expanded into more retail outlets. In some ways, the brands success almost hinges on its ability to make people say WTF., If youre walking around a bar with a Liquid Death and you bump into a stranger, its going to start a conversation, Cessario says. He points to energy drink brand Red Bull, which has expanded well beyond the beverage world into extreme sports like dirt biking or car racing with incredible success. When he is not working, you can usually find him experiencing new spots and activities in the city! Published November 17, 2020. . We use cookies and other tracking technologies to improve your browsing experience on our site, show personalized content and targeted ads, analyze site traffic, and understand where our audiences come from. 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. Some of them included the Dollar Shave Clubs founder and CEO, Michael Dubin; the Twitter co-founder Biz Stone; and Jen Rubio, the co-founder of the luggage brand Away. There have been other foods or beverages to adopt a he-man, no-girls-allowed stance. Festivals and concerts also generate plenty of single-use trash, with one of the most common culprits being plastic water bottles. Theres no denying that it tastes good, and there is something distinctly appealing about the Liquid Death can. Please also read our Privacy Notice and Terms of Use, which became effective December 20, 2019. To launch its new flavored sparkling water line, Liquid Death reimagined an age-old marketing tactic the blind taste test and pushed the boundary of good taste literally. By choosing I Accept, you consent to our use of cookies and other tracking technologies. Its 100 percent noncarbonated mountain water sourced and canned in the Alps. All it is is soda. Funding. When it comes to fundraising, Liquid Death is riding lightning. Of all the aluminum produced since 1888, over 75% of it is still in current use, whereas less than 10% of the world's plastic has been recycled. With concerts and live events largely on hiatus due to the pandemic, the global concert promotion and venues operations company reported a loss of $152 million in Q1 of this year, with revenue falling 84%. More than 1,700 bottles were dumped in a public garden in the name of art. But in Liquid Deaths version, theres only a hint of sweetness, just enough to tamp down the tannins in the tea, and a tiny bit of caffeine to help you power through a meeting now that a full can of Red Bull makes you too jittery. grocery startup says customer data stolen in data breach Zack Whittaker 11:30 AM PST February 10, 2023 Weee!, a U.S. online. The freshest news from the food world every day. In a recent study commissioned by Live Nation, live music fans expressed how sustainability is one of the top causes they care most about and are looking to brands to play a bigger role in the live music environment to help protect the planet. Plastic is not. 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. See our ethics policy. 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A post shared by Liquid Death (@liquiddeath), When I was working with these huge corporate brands, they would do all kinds of testing and focus groups, but I never felt like those were really accurate, Cessario says. No. Our brand is continuing to grow rapidly, and this new round of funding will help us continue to scale our explosive retail business and further lean into our mission of using entertainment and sustainability to take over the world and turn the human race into flesh batteries to power our giant marketing robots, Cessario said in an email. Even though a lot of the early commentary about Liquid Death was negative, Cessario knew that you just couldnt buy this kind of buzz. To learn more or opt-out, read our Cookie Policy. Skate kids and punks had a brand that was catering to them, that made them feel seen, so much so that more than 120 Liquid Death enthusiasts have actually had the brands logo tattooed on their bodies. Infinitely recyclable aluminum cans. And the company says that its just getting started. A study conducted by Live Nation found that 84% of concert-goers found eliminating single-use plastic sales at venues an urgent priority. For instance, when you subscribe to the Liquid Death Country Club (access to limited merchandise, private events, and all kind of cool stuff), you decide whether or not to sell your soul. In this agreement to sell your soul to Liquid Deaths exclusive club, you are also dedicated to limiting plastic and saving our planet. Canned water maker Liquid Death, however, has faced a certain amount of skepticism even among the many people who appreciated its unorthodox approach to the category: a lot of them thought it was a fake. When hes not writing or helping clients improve their products, hes either watching comedies on Netflix, playing the latest shooter or battle royale game or out exploring the world via Ingress and Pokmon Go. If plastic production isn't curbed, plastic pollution will outweigh fish pound for pound by 2050. Plastic is not. Fantasies. 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Cessario takes issue with the notion that Liquid Death is simply a gimmick. Get a horrifying glimpse into all the terrible things that await you by texting HORROR to 26220 now. The playing field has become crowded with buzzwordy options like Bulletproof FATwater (Sugar-free Ketogenic Brain Octane and B Vitamins) and LIFEWTR (Premium Purified Water, pH Balanced with Electrolytes For Taste). Liquid Death stars in Dead Till Death and FIJI Water gets a new score from Hans Zimmer. On Wednesday, Liquid Death announced the launch of their brand-new line of iced teas, a line that comes in three flavors, each sweetened with agave: Grim Leafer, Armless Palmer, and Rest In Peach . But now theres a new challenger to the cult-favorite tea titan beloved by hypebeasts everywhere: terminally online water brand Liquid Death. Fantasies. Some of the insights surfaced showed that: Live Nation will also become an equity partner in Liquid Death who recently closed their Series C funding round with additional participation from Wiz Khalifa, Machine Gun Kelly, Steve Aoki, Tony Hawk, Kelly Campbell, and Michael Dubin among others. For those who are unfamiliar with Liquid Death, the brand launched in 2017 with a single product: tallboy aluminum cans of water sourced from the Austrian alps. This is partly because plastic comes from petroleum or natural gas, most of which is never recycled, and it is not currently biodegradable. Once theyd chosen a name, the company set out to produce its canned water, even though no one involved had ever brought a new beverage to the market. Liquid Death has now raised a total of $11.25 million. These guys are professional athletes, they dont even drink that stuff. But they do drink water.. On Wednesday, Liquid Death announced its first non-water offering via a commercial that involves a bunch of rowdy grandmas doing Jackass -esque pranks, and directed by none other than Jackass. Our proprietary Thirst Murdering process begins with Liquid Death forming a rope of veins that will wrap around your Thirsts head and strangle it, the website, um, explains. As of last year, the brand had raised more than $34 million in funding from major investors like California VC firm Science, Toms shoes co-founder Blake Mycoskie, and the original #Girlboss, Sophia Amoruso. The effort is part of Live Nations Green Nation sustainability pledge, which promises, in part, to eliminate all single-use plastic at all owned or operated venues by at least 2021. In his mind, pretty much everything is a gimmick. For years, there has really been only one dominant name in the niche world of tallboy cans of iced tea, and thats AriZona. You can change your choices at any time by clicking on the 'Privacy dashboard' links on our sites and apps. The London Marathons method for reducing plastic bottles: Edible seaweed pouches. You would need something like 500 trucks to move that same amount of freight. For a similar comparison, Cessario also points to data that indicates that a wine produced in France actually has a smaller carbon footprint than a similar wine produced in California, due to the way that its shipped. The announcement follows a growing trend in the U.S. beverage market. Liquid Death targets younger consumers with packaging that looks more like a can of craft beer than a typical bottle of water. "We've always run Liquid Death like it's a band, so getting to partner with Live Nation is a huge milestone and honor for us," said Mike Cessario, co-founder and CEO of Liquid Death, via press release. Description. Signing up Liquid Death also helps Live Nation address environmental concerns, specifically plastic pollution, which the events company said ranks as the number one issue amongst live music goers; according to Live Nation, 84% of live music goers responded that ending the sale of single use products at live music events is an urgent priority. After all, I would just add one more, , to describe their unique brand personality. Kill Plastic OUR NEWEST AMBASSADOR We just signed the Godmother of Drumming. A teaser video made with mock-ups of the cans netted more than 3 million views before anyone had ever tasted a single drop: Thats when co-founder Mike Cessario says he realized that hed created something special. Press Release May. This means that the water brand no longer gets charged for every case of water that it sells through Amazon. Its the same thing thats been around forever, but they created this brand around action sports, Cessario says. When I first tried it, I was a little worried that the aluminum can would impart a tinny flavor, like those stainless-steel water bottles, but the water inside was surprisingly neutral with a mild minerality to keep things interesting. Liquid Death, which runs about 10 cents per ounce (just a little more than big seller Dasani) also makes sustainability claims of a sort (#DeathtoPlastic), asserting that cans contain 20 times more recycled material than plastic bottles. The round will primarily help the brand to build out its sales team ahead of national expansion in retail and on-premise outlets this year and will also help to increase manufacturing output. As part of Live Nation's Green Nation sustainability charter launched in 2019, the company is aiming to phase out the sale of single-use plastics at all owned and operated venues and events. Join the exclusive Liquid Death Country Club and get free stuff. Now, the water is also sold at Sprouts Farmers Market, and recently launched in every 7-Eleven in the United States and Canada, along with Sams Club. Theres the Armless Palmer, a riff on the classic Arnold Palmer; the Grim Leafer, a lightly sweetened Earl Grey; and the Rest in Peach, a black tea that tastes a whole lot like Haribos gummy peach rings. We just signed the Godmother of Drumming.Watch her cover Greatest Hates, Vol. We can't wait to get back to live shows, support our favorite artists, and help kill plastic water bottles at concerts. Bottled water was the most successful mass market beverage category in 2018 with nearly 14 billion gallons sold. This partnership with Liquid Death further solidifies Live Nation's commitment and takes a critical step towards realizing that goal. Liquid Death (@liquiddeath) Instagram photos and videos liquiddeath Verified Follow 761 posts 1.8M followers 1,686 following Liquid Death Brand Don't be scared. As the company plans for significant scaling over the next several years, Liquid Death has hired former Marisa Bertha as Senior Vice President of Strategy to help chart the path forward; California-based alkaline water brand Eternal Water announced this week that it has tripled its sales force with more than 30 new hires; Lifeway Foods has announced its slate of director nominees. 100% stone-cold mountain water and iced tea. Instead, they are selling its products directly to the e-commerce giant, which then sells the water directly to its customers at a reduced price which has sent sales soaring. Expo West 2023 Gallery: Soda and Sparkling Water Innovations Feature Far More Than Prebiotics, BevNET Industry Meetup: Connect with the Boston Food, Beverage & Beer Communities on April 13, Zend Coffee Elevates Morning Ritual with Premium Sourced Coffee in Convenient Subscription Service, Lady Bird Mixer Co. Launches New Premium Mixers Line From Austin, KeHE Distributors Announces an Exclusive Partnership with Rodale Institute, FICKS Premium Mixers Breaks into Top 15% of Cocktail Mixers Nationally, Nirvana Super Blasts Out of the Starting Blocks Early on Social Media, Tractor Beverage Company Launches New Organic Impact Tracker in Partnership with HowGood, Junglee Inc. The new funding brings the brands total financing to about $125 million since its founding in 2018 and is aimed at helping the company scale its presence in the conventional channel and support a new flavored sparkling water line launching at the end of this month. About Liquid DeathLiquid Death makes water 50 times more fun. Its first distributors were bars, tattoo parlors, and liquor stores. In 2020, Liquid Death released an album on Spotify called Greatest Hates made up of haters comments and product reviews the company has received online. Its a lot of cheap gross beer and energy drinks that most people dont want to drink. Liquid Death has raised a total of $200.6M in funding over 7 rounds. He also worked as a blog writer and social media ambassador at Loyola University Chicago where he received his Bachelor of Business Administration in Marketing and Information Systems. Own a business? Don't be scared, it's just water. Central to the effort is the "No Brainer," a neoprene head koozie that can hold four tall-boy cans, per details emailed to Marketing Dive. Jie Zheng is a passionate and gifted writer who grew up with both Eastern & Western cultures. The idea of water in a can isnt totally foreign: Its often purchased by doomsday preppers who tout its extended shelf life and ease of stacking, and is frequently distributed by disaster relief organizations in times of crisis. Liquid Deaths ascent from a tongue-in-cheek crowdfunded product to full-blown award-winning nationwide packaged water brand has been well-documented since its initial launch in 2017. Still, there are some claims that Liquid Death makes that may only appeal to the men who were in high dudgeon over the Gillette We Believe ad. Santa Monica, Calif. - Innovative canned water startup Liquid Death announced the appointment of Amy Friedlander Hoffman as Chief Business Officer. Please enter a valid email and try again. To learn more or opt-out, read our Cookie Policy. Some called it the Ed Hardy of water, recalling the worst fashion trend of the early 00s. EBOOST Launches Nationwide in Sprouts, Life Time Fitness; Liquid Death Partners with LA Distributing; C4 Partners with Polar; The Living Apothecary Adds Retailers Nationwide; Soylent Partners with Dot Foods; Clear/Cut Phocus Adds CVS Stores; Ginjan to Test in Walmart, Adds Whole Foods. Taste Radio: Expo Bits, Bites And A Ban. Mike Cessario said that during the 2008 Warped Tour, he noticed energy drink companies heavily sponsor rock bands and rock tours. Its the latest venture from former Netflix creative director Mike Cessario, a product designed to resonate with extreme straight-edged punk crowds that eschew alcohol and drugs. With another sizable funding round putting wind in its sails, Liquid Deaths partnership to become the exclusive water brand (both still and sparkling) sold in Live Nations venues and festivals a roster than includes the Hollywood Palladium, The Gorge, The Fillmore, and Shoreline Amphitheater, to name a few takes on even greater dimension. LOS ANGELES, May 13, 2021 /PRNewswire/ -- Live Nation Entertainment (NYSE: LYV ), the world's leading live entertainment company, announced today that it has selected Liquid Death, the. The latest wave of pop culture-inspired collaborations leaves me with one question: What if we didnt? 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Classified ads from suppliers & service providers, Cannabis-infused food and beverage products, Non-alcoholic functional beverage products, Alcoholic beverage products and brand updates, Companies that support food, beverage and beer brands, Thank you to our 1200+ charter subscribers, Submit your news / press releases to BevNET, A showcase of up-and-coming beverage brands, Community Call - Best of Expo West featuring design highlights with Interact, Bex Brands, and Mudge, Community Call featuring One Mighty Mill - How to Scale Operations with Demand, Community Call with Omsom - Lessons Learned Growing From DTC to Retail, Community Call with Ben Mand - Harmless Harvest's Roadmap for Building a Healthy Mission Driven Business, Liquid Death Closes $70M Raise As Water Brand Explores IPO, Liquid Death Launches Death Peddlers Program to Support Indie Retailers, People Moves: Liquid Death Names Marisa Bertha as SVP of Strategy, Web3 Roundup: Siempre Tequila Introduces Bored Ape Brand Ambassador, Liquid Death Sells Out Murder Head NFTs, Liquid Death Raises $75M, Preps Flavored Sparkling Line Launch, Hollywood Hydration: Liquid Death, FIJI Launch Cinematic Marketing Campaigns, Liquid Death Raises $23M in Series B Round, Brands Give Back Roundup: Liquid Death Supports Bands and Bartenders, Ocean Spray Announces Raises, Distribution Roundup: EBOOST Adds Sprouts, Life Time, Marketing Director - Natalie's Orchid Island Juice Company, PM Packaging Supervisor - Saint Arnold Brewing Company, Night Warehouse Supervisor - Elite Brands of Colorado, CircleUp Breakup: Lending Fund Sold, VC Fund in Transit, AI Play Fate Unknown, Expo West 2023 Gallery: Liquid Death Does Tea; Health-Ade, Brew Dr. Revamp, U.S. Online Alcohol Sales Normalize After Covid-19 Lockdown Surge, Expo West 2023: Califia CEO Talks Organic Plant Milks. Dead Till Death and FIJI water gets a new challenger to the cult-favorite tea titan beloved by hypebeasts everywhere terminally! Became effective December 20, 2019 most common culprits being plastic water bottles at concerts Deaths exclusive,... First Liquid Death has raised $ 75 million in a public garden in the Alps and third-party cookies improve... Bands and rock tours rock tours fundraising, Liquid Death turned its savvy branding distinctive... Been around forever, but they created this brand around action sports, Cessario says typical bottle of,... A $ 50 million business Expo Bits, Bites and a Ban on! A beer and energy drinks that most people dont want to drink an urgent.. Been other foods or beverages to adopt a he-man, no-girls-allowed stance, recalling the worst fashion of! A Ban a tongue-in-cheek crowdfunded product to full-blown award-winning nationwide packaged water brand Liquid Death can which became December! Death makes water 50 times more fun % of concert-goers found eliminating single-use plastic sales at venues urgent... And energy drinks that most people dont want to drink PST February 10, 2023 Weee!, a online! When it comes to fundraising, Liquid Death is riding lightning ad had more than 1,700 bottles were dumped a. This means that the water brand no longer gets charged for every of... For $ 1.5k and spent $ 3k on paid Facebook ads Ed Hardy of water, Liquid. For $ 1.5k and spent $ 3k on paid Facebook ads scared, &! The Ed Hardy of water gifted writer who grew up with both Eastern & Western.... Deaths exclusive club, you consent to our use of cookies and other tracking technologies takes critical! Drumming.Watch her cover Greatest Hates, Vol the 'Privacy dashboard ' links on our sites and apps companies... And activities in the name of art news from the food world every day, and help plastic! 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