Liquid Death, the canned water startup, announced it raised $9 million in Series A funding to help push the hardcore brand into more brick-and-mortar retailers.
Co-founder and CEO Mike Cessario told Cheddar they were able to raise the money "fairly quickly" after deciding to expand beyond online sales.
"It wasn't until we really realized that we wanted to start going heavy into the more traditional brick-and-mortar retail space, that obviously gets a lot more capital intensive," Cessario said.
Cessario, who is a punk rock and heavy metal fan, says there weren't many healthy brands marketing to rock and roll subcultures and saw that as an opportunity to be creative in the brand marketing.
"There were really no healthy brands that were speaking anywhere near that kind of demographic. At the end of the day we wanted to take the healthiest thing you can drink and build a really fun, entertaining brand around it," Cessario said.
Hence the Liquid Death "murder your thirst" tagline that combines an aggressive and tongue-in-cheek approach to marketing. The company continues to roll with the same branding in its new advertising campaign "Keep the Underworld Beautiful" that is asking customers to save Hell from plastic bottle waste.
Although the branding is the most visual element of the company's ethos, Cessario says it's not the company's only priority. Liquid Death prides itself on its aluminum cans that contain over 70 percent recycled material and that it exclusively ships products by boat to reduce its carbon footprint.
"We ship by boat to the U.S., which most people don't realize sea freight is the most carbon-efficient mode of transportation that exists," Cessario said.
The Biden administration has unveiled a plan, Plan B, to address the student loan debt crisis. It offers to cancel up to $20,000 in interest for borrowers enrolled in income-driven repayment plans. This proposal aims to reset balances for those facing growing debt due to unpaid interest, benefiting low—and middle-income borrowers. An estimated 25 million borrowers are eligible for some form of interest forgiveness.
As we head into the second quarter, there’s an argument in favor of buying Boeing stock. Why? As one expert says, ‘there’s nowhere else to get planes.’
With inflation and prices still on the rise, it might be worth considering a carpool app. One of them, Singapore-based Ryde, just went public in the U.S.
Full Glass Wine Co., the company behind Bright Cellars, Wine Insiders, and Winc, knows you fell in love with home delivery during the pandemic – and it’s investing millions into making it even better.
It might sound counterintuitive, but the Fed cutting interest rates three times this year could cause inflation to spike and actually be worse for markets and the economy as a whole.
