How Liquid Death founder, Mike Cessario, created a billion dollar water brand

Video Description

Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen. Timestamps 00:00:00 - Intro 00:01:10 - Mike’s background 00:06:24 - Mike’s brandy startup 00:10:33 - Navigating regulation 00:12:46 - The benefits of being an outsider distrupting an industry 00:14:57 - Coming up with the idea for Liquid Death 00:19:30 - How to create an innovative brand 00:23:48 - Selling the Liquid Death concept 00:27:08 - Raising money for Liquid Death 00:29:50 - Launching on Amazon 00:30:52 - Generating demand in the early days 00:31:46 - Figuring out distribution networks for the drinks industry 00:35:45 - Why limited budgets helped Liquid Death grow 00:44:11 - Why D2C was pivotal for Liquid Death 00:46:12 - Liquid Death’s unique Super Bowl campaign 00:49:54 - The power of the Liquid Death merch 00:53:00 - Innovation for the future of Liquid Death 00:54:15 - Scaling and exit 00:56:02 - Having famous investors 00:57:29 - Maintaining the challenger spirit 01:01:58 - Mike’s advice to aspiring founders