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20 Things You Didn't Know about Liquid Death


When you hear a term like Liquid Death, you don't exactly think about a company that makes water available for consumption, do you? However, that is exactly what is in question here. If you've never heard of Liquid Death water, you're probably scratching your head right now and you might even be doing a fair bit of scowling at the very thought of drinking something with such a name. If you have heard of it in the past, you're probably like a lot of other people and you have more than a few questions. That's good because you’ve come to a place where your questions can be answered. Below are 20 things about this unique company that creates an everyday product with a name that is anything but pedestrian.

1. They claim that they came up with the name because they hate marketing

Liquid Death. That’s quite a name. In fact, it's just about the last thing that you would expect to be associated with any kind of drinking water. After all, when people think about water they typically think about healthy things, not death. This product sounds more like something that should be on your bucket list because it's so unhealthy that it’s likely to cause you to kick your heels up the moment you take a sip. Why the name? According to officials at the company, it's all about creating something that's memorable because they don't like to waste your time on marketing. That might sound a little bit crazy at first, but it actually makes sense when you stop and think about it. It's not like they're going to have to worry about doing a great deal of marketing with a name like that. The first time you hear it, you're going to remember.

2. They sell more than one kind of water

These days, water isn't just water. As a matter of fact, you can get regular water, sparkling water, water infused with all kinds of electrolytes and even alkaline water. If that's not enough to make you happy, you can purchase water that is infused with practically any flavor you can imagine. In their particular case, they sell both regular water and sparkling water. That said, there's no reason to think that they won't jump on board with all of the other aforementioned variations at some point in time. The more types of water they sell, the more likely they are to make more money.

3. They don’t put their water in bottles

One of the first things that you're likely to notice about them (other than the weird name) is the fact that they don't put any of their water in bottles. Over the last several years, water has become synonymous with plastic bottles. This particular company refuses to use plastic bottles so instead, they put all of their water in cans. It makes the water look more like some type of craft beer than anything else, but it seems to be working for them.

4. They’re on a mission of sorts

You might even say that they're on a mission to reduce the amount of plastic waste on the planet. They're doing their part by refusing to put water in bottles, to be sure. However, they're also raising a great deal of awareness about the overwhelming problem that exists with plastic waste that is directly associated with water bottles. Who knows, maybe they'll eventually serve as inspiration for other companies to package their drinkable water in much the same manner. At the very least, maybe they'll make people think twice before they toss that plastic bottle down on the ground.

5. They even sell their own merchandise

Never one to miss an opportunity to turn a profit, they also sell their own merchandise. Who wouldn't want to sell their own merchandise when they have a company with such a unique name? One thing is certain, they're quickly becoming much more of a cultural icon than most people would have probably expected when they first went into business. In fact, they seem to be cementing their way toward success in a way that's probably making other companies that sell similar products jealous.

6. Their CEO used to work for Netflix

Their CEO is none other than Mike Cessario. Perhaps that name rings a bell for you. If it does, it’s probably because he used to work for Netflix, as their creative director. One thing is certain, you could definitely say that he used a lot of creativity when he came up with both the name and the marketing gimmick (minimal as it may be) for Liquid Death. So far, it seems to be working.

7. The company knows how to pair a product with the right audience

There's no doubt about it, the company definitely knows how to create a product and then market it to the right audience. From day one, they have marketed their product almost exclusively to people that consider themselves to be huge fans of the punk rock lifestyle. As a matter of fact, they have completely excluded other groups of individuals such as those who routinely practice a strict health regimen and drink water daily as a part of their efforts. It's a risky marketing technique, but it's also one that is generating a great deal of buzz. At the end of the day, isn't that what marketing is all about?

8. They seem to like pushing boundaries

Few people would argue that they like pushing the boundaries. After all, what do you expect from a company that deliberately excludes the people that routinely drink a lot of packaged water and then aims their marketing directly toward individuals who seem to be more interested in beer or caffeinated products as opposed to drinking water? They've been pushing the boundaries since day one and so far, it's been working. They've even generated a great deal of interest from people like CEOs of social media companies and other individuals who seem to be on the cusp of modern-day success. That said, it's not always easy when you push the boundaries because sooner or later, you run the risk of alienating more people than you attract.

9. They’ve raised millions in funding

To date, the company has raised $2.25 million in funding. For a company that initially introduced themselves to the public during a Super Bowl commercial that frustrated more people than it intrigued, that's not so bad. In fact, there is every chance that they will probably be able to raise even more funds in the near future.

10. They made an animated commercial that kids can’t even watch

They've also made themselves a bit infamous because they're almost as well known for the commercials they create as they are for their packaged water. Aside from the nefarious Super Bowl commercial, they're also well known for creating an animated commercial that is so graphic, it can only be watched by adults. Even then, a lot of adults would probably be triggered by the things contained in that commercial. As a result, it can't be shown on anything except various platforms that exist in cyberspace and even then, there's usually a warning attached to it.

11. They’re making waves for a lot of different reasons

As you can probably already tell, they do tend to make a lot of waves for many different reasons. Some of them are better than others. In addition to intriguing a lot of high-end investors, they also have a tendency to alienate almost as many of them. That's part of the risk associated with creating an advertising campaign that's based on the desire to exclude an entire demographic of individuals in favor of another. It will be interesting to see how it plays out in the future.

12. The whole company started as a joke

It's interesting to note that this particular company actually started out as a joke that was circulating on the internet. After a while, it began generating so much attention that people started paying attention to it. It wasn't long before the current CEO came on board and from that point forward, things have been accelerating very rapidly.

13. The company is currently valued at $50 million

It’s almost shocking when you think about it, but the company is indeed valued at roughly $50 million at this particular point in time. That's certainly nothing that you should dismiss. In fact, there are a lot of companies that can only wish that they had the ability to be valued at such a high level. Perhaps there is something to this company's marketing gimmick after all.

14. They’ve actually been around for a few years now

If you have never heard of this company before, you might think that they're brand new, but that isn't the case. As a matter of fact, the company has actually been around since 2017. The thing is, it sometimes takes awhile for companies to truly get any steam under them so they can make some headway and despite early successes, there are still a lot of people that haven't heard of this particular company until now.

15. It didn’t take long for them to get tons of followers on social media

Not surprisingly, the company took off online shortly after it was formed. The company didn't even utilize traditional marketing techniques in order to get their first followers, either. During those initial months, they relied almost exclusively on social media platforms and within two months of the first word of the company's existence, they had more than 100,000 people that were following them on Facebook.

16. The water they use comes directly from the Alps

They spend a lot of time making you think that they don’t care all that much about quality, but that isn’t really the case. In fact, all of their water comes from the Alps. It’s something they insist on because they want their product to be as refreshing as possible. Despite their marketing campaigns that often indicate otherwise, they also want it to be healthy.

17. Even their cans are recyclable

Even their cans can be recycled. They go beyond simply refusing to use bottled water and using cans instead. The cans that they use for their product are recycled from other materials. They even provide a small portion of profits to help clean up the plastic bottles that litter the Earth as a direct result of other brands of bottled water.

18. They have hundreds of thousands of followers on Instagram

At last count, they had something to the tune of 382,000 people following them on Instagram. That says a lot about the number of people that are interested in what they're doing. It also says a great deal about their ability to succeed in the future.

19. They have their own rock band

You might be really surprised to learn that they actually have their own rock band. They create unique songs based on their product and then put those songs on social media for people to listen to. At first, this seems to be a bit out there but when you realize that their CEO used to perform in a metal band before his days at Netflix, it starts to make a little more sense.

20. They don’t offer refunds or returns

The reviews for the company have been overwhelmingly positive. If there is one negative comment that people have routinely brought forward, it's the fact that they don't offer any types of refunds or returns for damaged products. That said, it's highly unlikely that you're going to buy a bottle of Aquafina and then get a refund from them if the bottle turns out to be damaged, either. When it's all said and done, they seem to be doing all the right things in order to ensure that they continue to succeed well into the future.

Allen Lee

Written by Allen Lee

Allen Lee is a Toronto-based freelance writer who studied business in school but has since turned to other pursuits. He spends more time than is perhaps wise with his eyes fixed on a screen either reading history books, keeping up with international news, or playing the latest releases on the Steam platform, which serve as the subject matter for much of his writing output. Currently, Lee is practicing the smidgen of Chinese that he picked up while visiting the Chinese mainland in hopes of someday being able to read certain historical texts in their original language.

Read more posts by Allen Lee

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