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How Liquid Death Turned Water Into a Punk Rock Empire
In this episode of Startup Stories, Lucas and Luna explore the improbable rise of Liquid Death, the canned water brand that turned a commodity into a cultural phenomenon. They break down how founder Mike Cessario used heavy metal aesthetics, irreverent humor, and a direct-to-consumer model to build a brand that now sells in over 100,000 retail locations. The hosts discuss the company's early viral marketing stunts — like a fake funeral for tap water — and how Liquid Death managed to raise over $200 million while literally selling water in a can. They also examine the tension between the…
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