Today we’d like to introduce you to Mike Cessario.
Mike, please share your story with us. How did you get to where you are today?
My friends and I grew up playing in punk and metal bands so I was involved with that scene. We didn’t drink soda or eat junk food — we were conscious of what we were eating and drinking. But none of the health and wellness brands we were buying were entertaining or fun. A category as massive as bottled water was catering to one market, while soda, alcohol and junk food brands were using all the fun and creative marketing to sell unhealthy items. When I created Liquid Death, I wanted to use irreverent entertainment to make being healthy more fun and sustainable. The brand has really taken on a life of its own, connecting with people in a way that other wellness brands really never have before. In just a little over a year, more than 100,000 people have legally “sold their souls” to join the Liquid Death Country Club (including Joe Manganiello and Sophia Amoruso). Our fans are so passionate about our product that more than 20 random customers have even gotten actual tattoos of our logo.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The beginning wasn’t easy. Especially for trying to raise money to actually produce a canned product that requires a lot of capital. No one wants to write a check for the idea of Liquid Death Mountain Water. We had to prove that people will love this. Which we did using social media before we ever had real products. But when we quickly had more followers than Aquafina and videos with millions of views, it made investors more excited about the product’s potential.
Please tell us about Liquid Death.
Liquid Death is 100% natural, spring water served in a tallboy can with still and sparking options. We put water, the healthiest beverage on earth, into aluminum cans, the most sustainable container on earth, and make it just as fun and entertaining as the unhealthy brands across energy drinks, beer and soda. We launched in May 2019 as one of the first-ever canned water brands. As part of our mission to bring #DeathtoPlastic, we will donate $0.05 from every can sold to helping clean up plastic garbage from the ocean and bring clean drinking water to those in need. We also recently announced our $9 Million Series A funding, and starting in March 2020, you’ll be able to find Liquid Death at Whole Foods Market nationwide.
Is there a characteristic or quality that you feel is essential to success?
Great relationships. Smart and talented people I’ve made bonds with over the years who were down to help out and get involved.
- Liquid Death Mountain Water (12-pack) – $15.99
- Liquid Death Sparkling Water (12-pack) – $15.99