In what started as a form of humorous, savvy advertising and marketing stunt that has since gained traction, a virtually three-year-old, Santa Monica-based startup that sells water from the Austrian Alps below the model Liquid Death, has raised $23 million in Collection B funding. Backers within the spherical embody an unnamed household workplace; Convivialité Ventures, which is Pernod Ricard Group’s enterprise arm; the musician often called Fats Mike; and earlier backer Velvet Sea Ventures.
The corporate, initially incubated with the assistance of the L.A.-based startup studio Science, has now raised just a little greater than $34 million altogether.
We talked with Liquid Demise founder Mike Cessario, who was previously a West Coast company exec, not lengthy after he launched the corporate to the general public, and he argued on the time that canned water may give sugary power drinks like Rockstar, Monster and Pink Bull a run for his or her cash if it was additionally named like a heavy metallic act.
Certainly, our favourite a part of the product has lengthy been its promise to “homicide your thirst.” (It’s water in an aluminum can, in spite of everything, so different differentiators are onerous to return by.)
Clearly, loads of different persons are amused sufficient by the corporate’s creative advertising and marketing that its merchandise are promoting, together with at Complete Meals. It put the cans on its cabinets again in February, across the identical time that Velvet Sea led the corporate’s $9 million Collection A spherical.
Liquid Death additionally sells at greater than 1,000 7-Eleven shops in California, and it sells, because it all the time has, on to clients, who can choose both mountain water or glowing water, and purchase a T-shirt or hoodie from a rising merchandise retailer on their manner out of its on-line retailer.
A 12-pack of tallboys prices $16. A “Hydrate or Die” T-shirt will be had for $26.