How canned water became hardcore
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. Some called it the “Ed Hardy of water,” recalling the worst fashion trend of the early ’00s. Others decried the water’s heavy metal branding and slogan — “murder your thirst” — as.
Liquid Death captured the imagination of the internet immediately. 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. 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.
The idea of water in a can isn’t totally foreign: It’s often purchased by doomsday preppers who tout its extended shelf life and ease of stacking, and is frequently distributed by disaster relief organizations in times of crisis. But Liquid Death’s genius lies in bringing together the can — which feels so much like holding a beer — and the edgy branding. The team first approached naming the product like a craft beer, for obvious reasons.
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