The American startup Liquid Death, which sells water in beer cans, has raised millions of dollars. According to TechCrunch, the company raised $23 million from investors in the second round of financing.
Liquid Death sells water in beer cans in 1,700 stores in the United States, and branded products are also available in bars, tattoo parlors, coffee shops, and liquor stores.
The cans are made from recycled aluminum as a way to encourage shoppers to be environmentally friendly and avoid plastic. The company positions itself as a heavy metal band for a healthy lifestyle, with a skull depicted on the can with the words “Kill Your Thirst”. As part of the DeathToPlastics project, the firm donates 10 percent of the profits from each can to tackle plastic pollution.
Liquid Death is known for some pretty aggressive marketing. For example, in May 2020, she released the music album Greatest Hates with death metal bands, the lyrics were based on negative comments about the startup. In September, a section appeared on the company’s website — Killer Baby Namer — where parents can generate a name for their unborn child. Options include Doctor Murder Bones and Machete Facetickler.
The water market remains one of the most profitable. For example, the owner of Nongfu Spring, Zhong Shanshan, became the richest man in China. In general, the company remains one of the most profitable in the PRC. Nongfu Spring was founded in 1996 in Zhejiang Province, where Qiandaohu Lake is located, one of the largest sources of clean freshwater in the country. In addition to water, the company is engaged in the production of drinks based on tea and juices, and also sells ground coffee.