Liquid Death sells water. Just water, in a "tallboy" can with a melting skull on it and the tagline "Murder Your Thirst." Mike Cessario, the founder, spent years in advertising before this. He kept noticing the same thing at concerts and parties: people who weren't drinking alcohol got stuck holding a boring plastic bottle while everyone else held something that looked fun. The drinks that looked cool, like beer and energy drinks, came loaded with alcohol, caffeine, or sugar and healthy, reliable water was too boring. So Cessario asked a question the bottled-water aisle hadn't bothered with: what if water came in a can that looked as tough as an energy drink? He started selling cans online in January 2019[1]. By early 2024 the company was valued at $1.4 billion. The product is the most basic thing on earth. The idea was the packaging, the name, and who it was for.
Sources
- Liquid Death began selling cans directly to consumers through its website (and Amazon) starting January 2019. Data as of January 24, 2019. Source: TechCrunch, "A brand called Liquid Death wants to sell mountain water to the cool kids." techcrunch.com/2019/01/24/a-brand-called-liquid-death-wants-to-sell-mountain-water-to-the-cool-kids
True or False: Because Mike Cessario started a new business and personally took on the risk of it succeeding or failing, he fits the definition of an entrepreneur.