Ryssdal: Is that, like, your corporate secret? What’s the secret to figuring that out?Ĭessario: If you want the secret, you can buy the company for $10 billion. We have a good process for determining what’s a good idea, what’s a great idea, what’s a bad idea.
LIQUID DEATH ALCOHOL HOW TO
Ryssdal: Literally, the billion-dollar question.Ĭessario: Yeah, if you can figure out how to consistently do that, you’re going to have a pretty big business, and I think we’ve had a pretty great track record. Ryssdal: Your stock and trade is viral marketing, right? So how do you, as a marketing guy, gauge what’s going to work?Ĭessario: That’s the billion-dollar question. And that is something that Coke and Pepsi historically have been really bad at doing, which is why they acquire companies more so than they create viral brands or fandom on their own. Ryssdal: OK, wait, so why are you successful?Ĭessario: Because we’ve built a really strong brand that has created legitimate fandom and obsession for the product. Because the hardest thing - anybody can put water in a can, right? But that’s not why we’re successful.
Do you worry about the Cokes and the Pepsis, or you’re like, “Yeah, you do your thing and I’m gonna do mine”?Ĭessario: We don’t worry about that at all. And for as much success you’re having, you ain’t it. Ryssdal: Who is your competition then? Because the beverage space - and now the nonalcoholic water space - is populated by ginormous companies. We have people who are like, “Hey, I don’t really want to drink alcohol, and now I feel way more a part of the occasion when I can walk around with a Liquid Death, and people aren’t saying ‘Oh, how come you’re not drinking?’”Ī video released by Liquid Death shows kids drinking the irreverently branded water. It feels like something cool that you’re not supposed to have, but it’s literally the healthiest thing you can drink.
Finally, my 9-year-old is excited to drink water instead of soda,” and it’s all because of a brand. Like, we get messages saying, “Liquid Death, thank you. And there are hundreds of parents that agree. But do we want a 12-year-old carrying around a can that says “Liquid Death” with a skull on it?Ĭessario: One hundred percent. Ryssdal: Which is great, we want kids drinking water. Ryssdal: Yeah, but you’re doing water, man. No one’s saying “Oh, my God, craft beer company creates beer called ‘Arrogant Bastard.’ Is this OK?” This is kind of in that vein of, “You know what, we’re just having a good time.”Ĭessario: Yeah, and craft beer was definitely an inspiration from a brand perspective when we were creating Liquid Death, because I thought some of the coolest can designs and brand names were in the world of craft beer, like Arrogant Bastard. Stone, which was the original sort of West Coast IPA, has a very similar vibe to this. Do you know who Greg Koch is from Stone Brewing? But second of all, do you drink beer at all? When a group of teenagers sets off into the mountains for a weekend of drinking regular water in plastic bottles, they became hunted by an aluminum can of mountain water that was dead set on murdering their thirst and recycling their souls,” and then it goes on from there in that vein. Ryssdal: Actually, maybe it would be …: “This infinitely recyclable can of stone-cold mountain water came straight from the Alps to murder your thirst. (Maria Hollenhorst/Marketplace)Ĭessario: I think it’d be funnier if you read it.
Ryssdal reads the back of a can of Liquid Death, which says it is dead set on murdering thirst.
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