Cessario said that more than 200,000 people have handed over their souls - and, their email addresses - to the country club. Liquid Death has a “country club” membership where customers are invited to “sell your soul” in exchange for early access to limited-edition drops, among other perks. “We don’t do a lot of fancy promotion - we have a huge cult following and email list,” he said. More than 50% of people who buy water through Liquid Death’s site also attach merchandise to their order. There’s no strict cadence Liquid Death follows for merchandise drops, but Cessario said the company typically releases three to five items per month. ” One way to prove that that out was through merchandise. Liquid Death launched in 2019 as a direct-to-consumer-only brand and today is carried in more than 29,000 stores, including through national chains like 7-11, Whole Foods and Safeway.īut Cessario said that before getting into retail, “we had to prove out that there was a huge market who wanted this and were not offended by. “We are trying to make healthy beverages 50 times more fun,” Cessario said. Designed to look like a tall boy with heavy metal-inspired branding, Liquid Death’s goal was to give people something more interesting-looking to sip on at a concert or a party if they aren’t drinking alcohol. By Cessario’s own admission, the company’s differentiator lies solely in marketing. The skateboards, priced at $500, sold out in under 20 minutes.īeyond accessories and apparel, Liquid Death sells just two other items: still water and sparkling water. Last year, the company sold 100 skateboards in which the blood of industry legend Tony Hawk had been mixed into the paint. The company also has an affinity for outlandish, edgy drops. Merchandise sold by Liquid Death ranges from $14 dog toys to $500 mini-fridges. In November, Urban Outfitters started selling Liquid Death merchandise. Liquid Death brought in nearly $45 million in sales last year, and $3 million of that came from merchandise. But what started as a marketing expense has now become a “revenue driver with great margins,” Cessario said. “Everybody says to me, ‘What makes your water different from other water?’” he said.Merchandise has always been a part of Liquid Death’s marketing strategy the company started telling t-shirts just a few months after launch. He rolled his eyes at the idea that Liquid Death is some kind of drinkable memestock. In the desert, Cessario seemed indifferent to these critiques. “Even at the brink of a global recession,” one Danish management professor tweeted, “late capitalism roars along.” Cessario has raised $195 million in venture capital at a recent valuation of $700 million-a number that left plenty of people scratching their heads. It’s become a staple at concert venues, convenience stores and even at Whole Foods, where it intimidates nearby cans of LaCroix with its brawny 16.9-ounce size and tattoo artist logo. Everywhere, harsh desert sunlight lit up the cans’ metallic slogan: “Liquid Death-murder your thirst.”Ĭessario, a Delaware-born former advertising creative director, started the company in 2019 and has rapidly grown it to over $100 million in annual revenue. Tallboy cans of Liquid Death lay discarded on the lawn of La Quinta Resort & Club and lined the conference’s beverage cases. He had driven from his home in Los Angeles to the Coachella Valley to give a talk about the meteoric rise of his brand at Summit Series-a 1,400-person gathering of artists and entrepreneurs, many of whom already seemed to be customers. Mike Cessario, co-founder and CEO of canned water company Liquid Death, arrived in Palm Desert, Calif., sporting a Slayer hoodie, designer stubble and the effortless chill of a movie star.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |