Before launching Liquid Death, Cessario was a graphic designer by trade, working at advertising agencies and producing projects for big companies like Netflix. A teaser video made with mock-ups of the cans netted more than 3 million views before anyone had ever tasted a single drop: That’s when co-founder Mike Cessario says he realized that he’d created something special. Within a couple of months of its launch, the brand had racked up more than 100,000 fans on Facebook, which at the time was a number that eclipsed bigger brands, like Aquafina, on the platform. Liquid Death captured the imagination of the internet immediately. That was especially true when I reached for a chilly can in the midst of a brutal hangover last week, which was also when I learned that it is surprisingly easy to chug an entire can in a matter of seconds. The can also makes the water feel colder, a perception that’s apparently backed by science, making it taste more refreshing than the water that flows out of my Brita pitcher. 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. Mostly, though, people just thought that the brand was a highly targeted stunt intended to sell expensive water to punk kids, skateboarders, and anyone else dumb enough to pay a premium just because it comes in a tall boy can emblazoned with a skull.īut it turns out that Liquid Death - and this is coming from someone who insufferably considers themselves a water snob - is pretty damn good. Others decried the water’s heavy metal branding and slogan - “murder your thirst” - as toxic masculinity run rampant. Some called it the “Ed Hardy of water,” recalling the worst fashion trend of the early ’00s.
When Liquid Death launched in 2017 - with just a rendering of its now-distinctive tall boy can hitting the internet - everyone was pretty sure that this new water brand was just a gimmick.
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