This is Liquid Death. It's water sold in a tallboy, andthe startup behind it just raised $1.6 million in seedfunding.
Liquid Death was dreamed up by cofounder and CEOMike Cessario, a former creative director for Netflix. In an interview with Business Insider, Cessario saidhe was inspired to launch Liquid Death because ofhis background in the punk and metal scenes.
"We knew the easiest crowd for us is anyone into heavy metal, punk rock, and that kind of worldbecause they immediately get the joke and get the humor and have never seen anything likeit," Cessario said. "What makes this appealing for such a large group is that it feels like a nichething."
Cessario said Liquid Death's cans look cooler than bottled water, and believes that straight-edgeand vegan punks would like the fact that the company plans to donate 5 cents from every cansold to clean up plastic garbage from the ocean.
"If you think about it, it makes sense; everything metal and punk is extreme," Cessario said. "Being vegan is extreme, protesting the deforestation is extreme. There are more vegans ata heavy metal show than Taylor Swift show. We are by far the most sustainable option forpackaged water, which is a big driver for why people want to buy from us."