It appears people will pay for, well, water. It was just announced that Liquid Death, the company that uses inventive, heavy metal-influenced packaging to sell canned water, raised $9 million from investors. ð¦ A little history: We first noticed Liquid Death about a year ago when the canned water brand debuted on Product Hunt. The company cans mountain water from the Austrian Alps in response to fears around contaminated water and pollution, and uses aluminum cans for its water (sold at $18.99 for a 12-pack) since itâs vastly more recyclable than plastic bottles. Since then, the brand has utilized the tagline âDeath to Plasticâ to promote a sustainable cause â for every can sold, Liquid Death will donate 5 cents to help clean up plastic pollution. As for the reason behind Liquid Deathâs punk rock branding, founder Mike Cessario says that he simply wanted to make a healthy product that was provocative. âIn my past life as an ad agency creative director, I was always perplexed by the strict rules that brands and CPG products create for themselves,â Cessario wrote on Product Hunt. âWhy is it completely ok for a horror movie product to have blood and gore and profanity and make $250 million? Or why can a rapper like Eminem make some of the all-time highest grossing music products filled with controversial awesomeness? But then CPG products, like beverages, all have to play by 1950's rules and be safe, boring, corporate, functional, rational, and appeal to absolutely everyone? All we wanted to do with Liquid Death was to make a CPG product that gets to play by entertainment product rules. Why not? There's a reason why people have such a deep passion and love for entertainment products, probably more so than almost anything else. And more specifically, we wanted to make a healthy product that is provocative and hilarious in a world where only unhealthy brands like energy drinks, soda, beer, candy, and fast food get to have all the fun.â But beyond branding, people genuinely seem to love canned water. A few reviews from the PH community: âAmazing design and idea. Can't believe it has taken this long to get canned water to be a thing in the mainstream.â - Ally âI figured its just water in a can but I'm hooked, love this stuff.â -  Laurence With the new funding, the company plans to expand into more physical stores, starting with Whole Foods next month. ð
[View Online](
[Product Hunt](
[3644d013 c17f 40fe 9675 9c4fec86cbb0?auto=format](
It appears people will pay for, well, water. It was just announced that [Liquid Death](, the company that uses inventive, heavy metal-influenced packaging to sell canned water, raised $9 million from investors. ð¦
A little history: We first noticed Liquid Death about a year ago when the canned water brand debuted on Product Hunt. The company cans mountain water from the Austrian Alps in response to fears around contaminated water and pollution, and uses aluminum cans for its water (sold at $18.99 for a 12-pack) since itâs vastly more recyclable than plastic bottles. Since then, the brand has utilized the tagline âDeath to Plasticâ to promote a sustainable cause â for every can sold, Liquid Death will donate 5 cents to help clean up plastic pollution.
As for the reason behind Liquid Deathâs punk rock branding, founder Mike Cessario says that he simply wanted to make a healthy product that was provocative.
âIn my past life as an ad agency creative director, I was always perplexed by the strict rules that brands and CPG products create for themselves,â Cessario wrote on Product Hunt. âWhy is it completely ok for a horror movie product to have blood and gore and profanity and make $250 million? Or why can a rapper like Eminem make some of the all-time highest grossing music products filled with controversial awesomeness? But then CPG products, like beverages, all have to play by 1950's rules and be safe, boring, corporate, functional, rational, and appeal to absolutely everyone? All we wanted to do with Liquid Death was to make a CPG product that gets to play by entertainment product rules. Why not? There's a reason why people have such a deep passion and love for entertainment products, probably more so than almost anything else. And more specifically, we wanted to make a healthy product that is provocative and hilarious in a world where only unhealthy brands like energy drinks, soda, beer, candy, and fast food get to have all the fun.â
But beyond branding, people genuinely seem to love canned water. A few reviews from the PH community:
âAmazing design and idea. Can't believe it has taken this long to get canned water to be a thing in the mainstream.â - [AllyÂ](
âI figured its just water in a can but I'm hooked, love this stuff.â - [Â Laurence](
With the new funding, the company plans to expand into more physical stores, starting with Whole Foods next month. ð
[Try Liquid Death](
A personality test, backed by science. Take it [here](. ð¤
[Twitter button]( [Facebook button](
[Promoted Product ?](
[Ddd03a1b 61bf 449d ba13 4caca4b47ed8?auto=format&bf=max&bh=160&bm=normal&bw=160&fit=crop&h=80&w=80](
[MicroAcquire](
[Interested in buying or selling a bootstrapped SaaS startup? MicroAcquire is a free & anonymous startup acquisition marketplace. Join today.](
[â²Â 707+ Upvotes](
Yesterdayâs Top Hunts
[4885626f fcdd 42e6 b1b9 3dafc46071de?auto=format&fit=crop&h=160&w=160](
[Easy Advocacy](
[Launch an employee advocacy campaign in 10 minutes for free](
[â²Â 877+ Upvotes](
[9093cadf bc92 45d3 97ea a74d41455587?auto=format&fit=crop&h=160&w=160](
[InVideo](
[Create insanely good social videos in under 10 mins](
[â²Â 2046+ Upvotes](
[2685aefc e9b7 445b a0ad fe0f4a34d341?auto=format&fit=crop&h=160&w=160](
[Hipolink](
[All your contacts and links are on one site](
[â²Â 643+ Upvotes](
[B6b4907a 6cd6 4c75 ad0e 80de69d4f775?auto=format&fit=crop&h=160&w=160](
[Persona](
[Scientific personality test](
[â²Â 552+ Upvotes](
[Cc1f408c 5169 4955 8630 aa61b39b17bd?auto=format&fit=crop&h=160&w=160](
[Tools for Teams](
[A curated list of tools for teams](
[â²Â 579+ Upvotes](
[Eceb0e67 674a 4abb 9771 057915fc3849?auto=format&auto=compress&codec=mozjpeg&cs=strip&w=80&h=80&fit=crop&dpr=2](
[Ship - A toolkit for makers to ship awesome products](
[Build an audience for your product. The best product launches are supported by engaged communities, so we've built a suite of tools to help every maker engage with and learn from their most passionate fans](
[build an audience](
We send this email daily. Feel free to [switch to weekly](Â or [turn off]( these emails any time.
[Advertise](, [Twitter](, [Facebook](, [Stories](