Edgy Canned Water Brand Liquid Death Goes Viral with Gen Z, Doubles Valuation to $1.4 Billion

Liquid Death is a $1.4 billion canned water company started as a joke by former ad man Mike Cessario to poke fun at extreme energy drink marketing.

Cessario designed tallboy cans with edgy skulls and hardcore branding so the product would stand out and be "cool" and shareable on social media.

The irreverent branding attracts young, Gen Z consumers and influences them to post about the product online, providing free marketing.

Liquid Death doubled its valuation and tripled revenue in 2022 to $263 million by leveraging its huge social media presence of nearly 8 million followers.

As a "funny, irreverent brand," Liquid Death plans to expand into new product categories like seltzers, iced tea, and electrolyte powders.