What’s scarier than water? Did you see Titanic, Open Water, Jaws, Moana? I mean, come on. They say that it’s a life-giving force and that you need it to live, blah blah blah, but it’s basically a tasteless, tidal wave-making, storm-brewing killer. Entrepreneur Mike Cessario took that idea and put it to work, marketing the thirst-murdering, cool kid-drinking, alpine water in a can: Liquid Death.

…one West Coast agency creative-turned-entrepreneur, Mike Cessario, is hoping consumers’ love of cans and brands that sound like heavy-metal musical acts can be combined to sell something else: mountain water from the Austrian Alps. The name of his company? Liquid Death.

It’s a bit of a joke, but one in which Cessario very much includes the customer. After all, if people are buying water anyway —  it was a $240 billion market as of 2017 and is expected to continue growing along with fears about contaminated water — why not put in an aluminum can, which can be recycled far more easily than a plastic bottle, and why not give it a brand that’s grimly funny?

Connie Loizos, Silicon Valley Editor at TechCrunch

While the edgy, hip, water-in-a-can isn’t available for purchase yet, Connie Loizos from TechCrunch gives you all of the details behind the Liquid Death brand.


Ryan is the content guy at Rareview and thankfully, not related to the Pearsons. Bringing over a decade of writing to the table, as well as a hefty pour of bourbon, his delusions of grandeur keep him writing and drinking.

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