Liquid Death, the startup known for its innovative "murder your thirst" campaign, has secured $9 million in Series A funding. This round, led by Velvet Sea Ventures, brings the total funding to $11.25 million, with participation from notable investors like Jamie Siminoff and Sophia Amoruso.
Liquid Death sells mountain water in tallboy aluminium cans, with a 12-pack priced at $18.99. The brand, co-founded by CEO Mike Cessario, aims to make water consumption exciting through edgy, heavy metal-inspired marketing. Cessario, a former creative director at VaynerMedia, emphasises the importance of branding in differentiating their product in the competitive beverage market.
The brand is committed to sustainability, using aluminium cans made from over 70% recycled material. Aluminium, being infinitely recyclable, offers a more environmentally friendly alternative to plastic bottles. Liquid Death donates 5 cents per can to nonprofits like 5 Gyres and Thirst Project, reinforcing their environmental commitment.
The new funding will help Liquid Death expand its retail presence, with nationwide availability in Whole Foods starting next month. Previously, most sales were done through their website and Amazon. The company also plans to launch a sparkling water variant in March.
Cessario acknowledges the criticisms about packaged water but argues that it's unrealistic to expect everyone to use reusable bottles all the time. Liquid Death aims to be the go-to option for convenient, sustainable water at events and venues where tap water isn't practical.
If you wish to learn about more green initiatives in the global market, take a glance at AL Circle's special report, Sustainability in the Global Aluminium Sector.
