With most soda brands affiliated with rock music, he decided to transfer that level of excitement into his own company.Īnd so, in 2017, this Californian-based brand made their official internet debut.
With a former background playing in punk bands, it was only natural that his ‘wailing’ skills would be transferred over to his official business.ĭuring the beginner years of Liquid Death, Cessario quickly realized that the water bottle industry needed an overdue ‘hair-metal style’ makeover. Introducing Mike Cessario, the mastermind behind this over-the-top water bottle company. These elements have nothing to do with Liquid Death, but they’re considered part of the initial vision when it comes to marketing. Liquid Death has a long way to go to come close to Peloton's hefty apparel sales, but it's clear the brand has fully bought into branded merchandise.Imagine this: smashing Van Halen guitars, Metallica, headbanging while dirt biking, and Tokyo-style drifting on the freeway. It has multiple T-shirt and sweatshirt designs, socks, plush toys, hats, refrigerators, ski goggles, night lights, can coolers, face masks, posters and more.
The brand's e-commerce site is robust to say the least. Liquid Death is doing the smart thing by using its hype as a relatively new company to acquire cool status, thus becoming a brand that kids want to sport on a T-shirt. Chang's and countless others, brands are increasingly adding merchandise and apparel to their primary product offering. But no one is "just a company" anymore, really.Īs we've seen with Peloton, P.F. Liquid Death is, on the surface, just a water company. Liquid Death Mountain Water March 6, 2021 Available in our merch wormhole at /aNFk0j8lYT
If you miss out you can preorder and reserve one for the second release in a few weeks. There’s less than 100 of these hoodies left. New Future Death merch collab with the artist Boss Dog.
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“They’re not clothing manufacturers, but I think it all goes hand in hand and not many CPG brands know how to really take advantage of that.” “Merch is a very serious part of our business, just like it is for Metallica or Travis Scott, or any of these huge artists where merch and apparel is a huge part of what they do, even though technically what they do is make music that people consume,” he said. And he likened the company's merchandise approach to musical artists releasing merch drops and capsule collections. Liquid Death Mountain Water March 23, 2021įounder and CEO Mike Cessario said that more than half of direct-to-consumer purchases in 2021 also included a product from Liquid Death's e-commerce store. Less than 100 left of each color for this initial drop. Our new limited edition Black Death embroidered hat styles perfectly with white face-paint and bone necklaces. Like other beverage companies like Red Bull or Monster, Liquid Death is becoming a household name, and participating in events and sponsoring athletes like skateboarders pushes the brand even further.īlacker than black metal, deather than death metal, and just in time for spring. So, you have to assume the company is going big.Īccording to BevNet, Liquid Death's 2021 branded apparel sales passed $3 million, a huge increase from $700,000 the year before. Now, you might remember Liquid Death as the brand that came hot out of the gate with skateboards made using Tony Hawk's actual blood mixed into the screen printing ink. With that comes the need to market its new products, and Liquid Death says that merchandising and apparel will play a larger role in the company's strategy.
LIQUID DEATH WATER SERIES
Liquid Death, the company known for creating the most intimidating name possible for canned water, is using some of the $75 million it raised in Series C funding to create a new line of flavored waters.
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