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.
WWE’s weekly television show, “Raw,” will move to Netflix next year as part of a major streaming deal worth more than $5 billion. WWE, which is part of TKO Group Holdings Inc., said Tuesday that “Raw” will air on Netflix starting in January 2025.
Propublica national reporter Peter Elkind shares details on his investigation into how scammers stole over $1 billion using Walmart's gift cards and financial services, and how consumers can protect themselves.
Ed Siddell, CEO and Chief Investment Advisor at EGIS financial explains why election years tend to cause bull markets, the latest inflation data, and why he’s concerned about the ‘debt bubble.’
Archer Aviation founder and CEO Adam Goldstein shares big news about the aerospace company's new partnership with NASA and why they want to make your trip to the airport just five minutes long.
iFit CEO Kevin Duffy shares how the company is bringing artificial intelligence-powered workouts to consumers, plus other fitness trends to be on the lookout for in 2024.
Macy’s is rejecting a $5.8 billion takeover offer from investment firms Arkhouse Management and Brigade Capital Management, saying they didn’t provide a viable financing plan. The firms offered $21 per share for the stock they don’t already own.
