00:00

Because everyone was like, this is such a silly idea and they raised all this money.

Because everyone was like, this is such a silly idea and they raised all this money.

00:10

So, I mean, I guess,

So, I mean, I guess,

00:12

at the heart of what liquid death really is, we're really just

at the heart of what liquid death really is, we're really just

00:16

completely trying to change the way

completely trying to change the way

00:19

healthy food and beverages are marketed.

healthy food and beverages are marketed.

00:21

At the end of the day,

At the end of the day,

00:23

most of the most hilarious memorable ad campaigns that you asked most people about at the last ten years, they'll tell you Budlight,

most of the most hilarious memorable ad campaigns that you asked most people about at the last ten years, they'll tell you Budlight,

00:31

those suckies, snickers,

those suckies, snickers,

00:33

doritos,

doritos,

00:34

skittles, like all junk food and alcohol. That's the funniest, most memorable

skittles, like all junk food and alcohol. That's the funniest, most memorable

00:38

kind of youth culture owning and energy drinks, like Red Bull. That's like the most Let's not leave old spice out. Well, it's not really a food or beverage, but, yes,

kind of youth culture owning and energy drinks, like Red Bull. That's like the most Let's not leave old spice out. Well, it's not really a food or beverage, but, yes,

00:48

but, yeah, it's like all the it's all junk food and alcohol that does all the funniest coolest youth culture marketing, whereas healthy food is traditionally marketed to, like, mom and it's quiet and it's responsible or it's, like,

but, yeah, it's like all the it's all junk food and alcohol that does all the funniest coolest youth culture marketing, whereas healthy food is traditionally marketed to, like, mom and it's quiet and it's responsible or it's, like,

01:01

look better where, you know, show, you know, fitness models, you know, drinking bottles of water. Like, it's a very different they don't use fun to market. Whereas

look better where, you know, show, you know, fitness models, you know, drinking bottles of water. Like, it's a very different they don't use fun to market. Whereas

01:12

unhealthy beverages, stuff like that. Like, they wanna own fun. So we're basically doing that with water. So we wanna be able to take the healthiest thing you can drink.

unhealthy beverages, stuff like that. Like, they wanna own fun. So we're basically doing that with water. So we wanna be able to take the healthiest thing you can drink.

01:20

That most people don't drink enough of and

That most people don't drink enough of and

01:23

brand it and build a, you know, a cool,

brand it and build a, you know, a cool,

01:26

you know, thing around it where it's something that

you know, thing around it where it's something that

01:30

you feel totally comfortable drinking in a liquid death in a bar or at a house party, right, at a music festival, or at work. Or in the gym and just making it more fun to walk around and have a walk. Right. And that's You definitely made headlines when you raised all that money because everyone was like, This is such a silly idea, and they raise all this money. I didn't.

you feel totally comfortable drinking in a liquid death in a bar or at a house party, right, at a music festival, or at work. Or in the gym and just making it more fun to walk around and have a walk. Right. And that's You definitely made headlines when you raised all that money because everyone was like, This is such a silly idea, and they raise all this money. I didn't.

01:49

I

I

01:51

it's a stupid

it's a stupid

01:52

I mean, it was it seemed like an awesome company and totally worthy of going big.

I mean, it was it seemed like an awesome company and totally worthy of going big.

01:57

But so it kinda worked. Right? Like, you you definitely,

But so it kinda worked. Right? Like, you you definitely,

02:02

definitely ruffled some feathers, and I think that's good. No. Yeah. I think, you know, I always bring up, you know, I one of the, you know, I I listened to the the Reed Hoffman podcast a lot. The

definitely ruffled some feathers, and I think that's good. No. Yeah. I think, you know, I always bring up, you know, I one of the, you know, I I listened to the the Reed Hoffman podcast a lot. The

02:13

Master massive scale. Massive scale. Yeah. And it's like, I love that he always pushes. He's like truly innovative ideas are almost at first. Because if it seems like it makes a lot of sense right now, it probably means there's four other companies that have been working on it for five years already. It's like the things that are truly

Master massive scale. Massive scale. Yeah. And it's like, I love that he always pushes. He's like truly innovative ideas are almost at first. Because if it seems like it makes a lot of sense right now, it probably means there's four other companies that have been working on it for five years already. It's like the things that are truly

02:30

unique and innovative, like, almost don't make any sense at first or seem laughable.

unique and innovative, like, almost don't make any sense at first or seem laughable.

02:34

And I think, like, that's kind of the case of liquid data, I think. It's, like, we're really trying to disrupt the category in a way that's not just disruption for the sake of disruption. You know, I think it's like

And I think, like, that's kind of the case of liquid data, I think. It's, like, we're really trying to disrupt the category in a way that's not just disruption for the sake of disruption. You know, I think it's like

02:45

we strongly believe that And I don't think it's something hard to understand

we strongly believe that And I don't think it's something hard to understand

02:50

in a in a category where almost all the products themselves are perceived as the same.

in a in a category where almost all the products themselves are perceived as the same.

02:55

You know, people aren't assuming

You know, people aren't assuming

02:57

I only drink Fiji because it's got point seven five more electrolytes than smart water, which has point five. And the pH is seven point seven. It says seven point no. It's like

I only drink Fiji because it's got point seven five more electrolytes than smart water, which has point five. And the pH is seven point seven. It says seven point no. It's like

03:07

most people assume water is the same. It's more of a brand play. And we believe if we can make you laugh,

most people assume water is the same. It's more of a brand play. And we believe if we can make you laugh,

03:14

we have a way better chance that you giving us your dollar sixty nine than the the faceless brand next to us. Who's trying to shout at you, electrolytes, you know, they're like, guys, this all seems like snake oiled to me. Like, I feel like there's real human beings behind liquid debt that I'd wanna have a beer with. So I'd rather give you my my dollar sixty nine. And let's talk a little bit about the factor. So is it's a it's a tall can is what I've seen. Are there other form factors or no?

we have a way better chance that you giving us your dollar sixty nine than the the faceless brand next to us. Who's trying to shout at you, electrolytes, you know, they're like, guys, this all seems like snake oiled to me. Like, I feel like there's real human beings behind liquid debt that I'd wanna have a beer with. So I'd rather give you my my dollar sixty nine. And let's talk a little bit about the factor. So is it's a it's a tall can is what I've seen. Are there other form factors or no?

03:39

No. It's just a tall can. Tall can, which is cool. The branding of it is sort of like, you know, almost like heavy metal or punk rock. How do you describe it? Yeah. Yeah. Yeah. I mean,

No. It's just a tall can. Tall can, which is cool. The branding of it is sort of like, you know, almost like heavy metal or punk rock. How do you describe it? Yeah. Yeah. Yeah. I mean,

03:49

yeah, I think at the end of the day, you would you would say we're, like,

yeah, I think at the end of the day, you would you would say we're, like,

03:53

alternative

alternative

03:54

punk metal inspired,

punk metal inspired,

03:56

design and and vibe. I think

design and and vibe. I think

04:00

the way I like to think about our brand is, like, we're a professional wrestler.

the way I like to think about our brand is, like, we're a professional wrestler.

04:04

Like, it's all theater and fun, and and no one thinks it's trying to be real. No one thinks the undertaker

Like, it's all theater and fun, and and no one thinks it's trying to be real. No one thinks the undertaker

04:10

is really

is really

04:12

an evil guy from the dead who likes metal. No. It's a character and it's fun to, like,

an evil guy from the dead who likes metal. No. It's a character and it's fun to, like,

04:18

character. Right. And that's kind of what that's how we think about it. Like, we're just playing this fun sorry, a second. We're just playing this fun character. It's fun to choose to believe that Yeah. That this is what it is and and not take it too seriously. And you're right, like, you know, if you're at a bar,

character. Right. And that's kind of what that's how we think about it. Like, we're just playing this fun sorry, a second. We're just playing this fun character. It's fun to choose to believe that Yeah. That this is what it is and and not take it too seriously. And you're right, like, you know, if you're at a bar,

04:33

or a music festival and you choose water,

or a music festival and you choose water,

04:36

you feel like you're choosing you're opting out of the fun. And in fact, though, they'll sort of, you know,

you feel like you're choosing you're opting out of the fun. And in fact, though, they'll sort of, you know,

04:42

They'll make you feel that way. You know, you'll get the small plastic rinky dink cup with a with a baby straw,

They'll make you feel that way. You know, you'll get the small plastic rinky dink cup with a with a baby straw,

04:49

right, if you versus if you order a, you know, alcoholic drink something else. It's kind of that that's actually a good point. I mean, I don't drink, and I still go to bars. And I always felt like a I used to order sprites with lime in it because I was like, I don't wanna make Looks like a ginotonic. Yeah. I'm like, I don't wanna make people feel uncomfortable. What? So I'll just, even though I don't like to drink soda, like, I'll drink it anyway. I don't wanna have no duels because I'm like, ugh, then everyone's just gonna, like, it's just gonna come up. And so it's a it is a great alternative to that. And so, Mike, I'm curious, where does this idea come from?

right, if you versus if you order a, you know, alcoholic drink something else. It's kind of that that's actually a good point. I mean, I don't drink, and I still go to bars. And I always felt like a I used to order sprites with lime in it because I was like, I don't wanna make Looks like a ginotonic. Yeah. I'm like, I don't wanna make people feel uncomfortable. What? So I'll just, even though I don't like to drink soda, like, I'll drink it anyway. I don't wanna have no duels because I'm like, ugh, then everyone's just gonna, like, it's just gonna come up. And so it's a it is a great alternative to that. And so, Mike, I'm curious, where does this idea come from?

05:20

So I think this was really just like a culmination of

So I think this was really just like a culmination of

05:25

all my passions and experience sort of, like, converged into one. You know, it's like,

all my passions and experience sort of, like, converged into one. You know, it's like,

05:30

I grew up in high school playing in punk rock and metal bands and skateboarding,

I grew up in high school playing in punk rock and metal bands and skateboarding,

05:34

And, you know, I would do all of the show fliers and album art and stuff for our bands, which kinda got, like, the entrepreneurial probably side of things because, like, you know, we're booking shows and we're selling merch and, like, we're pressing records and doing all that kind of stuff. Then I got into a career of, like, graphic design, which led into advertising. So then I was like an advertising creative director for a long time, and I worked on big brands, like,

And, you know, I would do all of the show fliers and album art and stuff for our bands, which kinda got, like, the entrepreneurial probably side of things because, like, you know, we're booking shows and we're selling merch and, like, we're pressing records and doing all that kind of stuff. Then I got into a career of, like, graphic design, which led into advertising. So then I was like an advertising creative director for a long time, and I worked on big brands, like,

05:58

Nestle

Nestle

05:59

and,

and,

06:00

Toyota and Volkswagen and naked juice and all this kind of stuff. So I I think I got a good sense of

Toyota and Volkswagen and naked juice and all this kind of stuff. So I I think I got a good sense of

06:06

where I think big companies,

where I think big companies,

06:10

screw up, I guess, like, where I think they're short sighted. Like, I can't tell you how many boardrooms I've been around trying to convince people that social media isn't some, like,

screw up, I guess, like, where I think they're short sighted. Like, I can't tell you how many boardrooms I've been around trying to convince people that social media isn't some, like,

06:20

niche little thing you add on to your business. Like, it is the internet. When you say I'm going on the internet,

niche little thing you add on to your business. Like, it is the internet. When you say I'm going on the internet,

06:26

nine times out of ten, you're going on social media. You know? It's like, I think a lot of brands are just way

nine times out of ten, you're going on social media. You know? It's like, I think a lot of brands are just way

06:33

behind the ball to understand what it really takes to be successful in the social environment. Like, your little social post

behind the ball to understand what it really takes to be successful in the social environment. Like, your little social post

06:41

aren't just competing against other beverages. You're competing against

aren't just competing against other beverages. You're competing against

06:45

influencers

influencers

06:46

who are uncensored and can do crazy

who are uncensored and can do crazy

06:50

the wall stuff. You're you're

the wall stuff. You're you're

06:52

competing against everything awesome on the internet. When you're scrolling through your feed, that's what you're marketing is competing against. So when you really think about it that way,

competing against everything awesome on the internet. When you're scrolling through your feed, that's what you're marketing is competing against. So when you really think about it that way,

07:02

do you really think your little ad that seems like a

do you really think your little ad that seems like a

07:07

typical beverage thing is gonna actually stand out in someone's quick scrolling feed amongst all this other amazing stuff.

typical beverage thing is gonna actually stand out in someone's quick scrolling feed amongst all this other amazing stuff.

07:14

Probably not. So I think the bar for what stuck needs to be is way higher. And I think that's what I built liquid death around. Like, we think about marketing, like, entertainment.

Probably not. So I think the bar for what stuck needs to be is way higher. And I think that's what I built liquid death around. Like, we think about marketing, like, entertainment.

07:24

Don't ever wanna put something in your feed that feels like marketing. I wanted to feel,

Don't ever wanna put something in your feed that feels like marketing. I wanted to feel,

07:29

like, actual entertainment that made you laugh or it was the funniest thing that you may be stalled that morning that you wanna share with your friends or whatever that, like, we're never just sticking marketing in your face. Like, it's always gonna entertain you or it's gonna do something of value that it gives you. I've got a question. I've got a question. I've got a question. I'm looking at their Facebook ads right now. And,

like, actual entertainment that made you laugh or it was the funniest thing that you may be stalled that morning that you wanna share with your friends or whatever that, like, we're never just sticking marketing in your face. Like, it's always gonna entertain you or it's gonna do something of value that it gives you. I've got a question. I've got a question. I've got a question. I'm looking at their Facebook ads right now. And,

07:51

what you're saying is true. So here's the two ads I see. I wish I could show this through a podcast. I'm gonna show this to your ears, but there's a giant can of liquid death in front of a mountain and it says, this is dumb. Don't buy this. And then there's another one that's like,

what you're saying is true. So here's the two ads I see. I wish I could show this through a podcast. I'm gonna show this to your ears, but there's a giant can of liquid death in front of a mountain and it says, this is dumb. Don't buy this. And then there's another one that's like,

08:04

I don't even know what you would call this. It's like a it's like the mountain from Game of Thrones, but instead of head is a can

I don't even know what you would call this. It's like a it's like the mountain from Game of Thrones, but instead of head is a can

08:10

of

of

08:12

liquid death erupting from his head muscular body, and he's standing in a grocery store aisle grocery store aisle holding an axe. And it just says liquidated as a real nationwide in whole foods. So I I'm gonna I wanna ask a question about that. But first, is there any indication

liquid death erupting from his head muscular body, and he's standing in a grocery store aisle grocery store aisle holding an axe. And it just says liquidated as a real nationwide in whole foods. So I I'm gonna I wanna ask a question about that. But first, is there any indication

08:27

is there anything you can give me that shows or the listeners how big this business is? Like, what what what size you guys are? Yeah. Why should we why should we care about what you say. Basically working or not. I want you to, like, impress people.

is there anything you can give me that shows or the listeners how big this business is? Like, what what what size you guys are? Yeah. Why should we why should we care about what you say. Basically working or not. I want you to, like, impress people.

08:40

Yeah. I mean, I take it into, like, specific kind of sales numbers, but since we launched National and Whole Foods, basically, we launched the day the pandemic started. So we we went into Whole Foods,

Yeah. I mean, I take it into, like, specific kind of sales numbers, but since we launched National and Whole Foods, basically, we launched the day the pandemic started. So we we went into Whole Foods,

08:53

March fifteenth.

March fifteenth.

08:54

And, basically, even

And, basically, even

08:57

even though we've been in a pandemic where they've had, like, eighty percent decreased store traffic and everything else going on.

even though we've been in a pandemic where they've had, like, eighty percent decreased store traffic and everything else going on.

09:05

We've had insane growth in Whole Foods, and we're now the fastest growing water brand in Whole Foods. Right? And you've raised, like, How much money to make this so far?

We've had insane growth in Whole Foods, and we're now the fastest growing water brand in Whole Foods. Right? And you've raised, like, How much money to make this so far?

09:16

Grand total since the very beginning of everything, I think we we've raised around

Grand total since the very beginning of everything, I think we we've raised around

09:21

twelve total right now. So great. Okay. So we kinda have an idea a little bit about sizing. When when you look at when you were looking at this business and what and what to start, was that your perspective, which is what is something that, I mean, it sounds like you're into health and and that type of stuff. What is something that is, like, good for you but has shit marketing and how can I build a business from that? Was that your perspective?

twelve total right now. So great. Okay. So we kinda have an idea a little bit about sizing. When when you look at when you were looking at this business and what and what to start, was that your perspective, which is what is something that, I mean, it sounds like you're into health and and that type of stuff. What is something that is, like, good for you but has shit marketing and how can I build a business from that? Was that your perspective?

09:47

In a nutshell, I think it really came from,

In a nutshell, I think it really came from,

09:50

you know,

you know,

09:53

you know, when I grew up playing in punk bands and and and metal bands and stuff like that. I was still and a lot of my friends in that world were very much into health. Like, I was a vegetarian at age sixteen. A lot of my friends in that scene were More of my friends were even vegan.

you know, when I grew up playing in punk bands and and and metal bands and stuff like that. I was still and a lot of my friends in that world were very much into health. Like, I was a vegetarian at age sixteen. A lot of my friends in that scene were More of my friends were even vegan.

10:08

A lot of them, like, you know, didn't drink alcohol.

A lot of them, like, you know, didn't drink alcohol.

10:11

I I do. I don't I think that's one thing that we've been like misbranded is like liquid death. It's water for the straight edge crowd. That is not what we're trying to do. I think

I I do. I don't I think that's one thing that we've been like misbranded is like liquid death. It's water for the straight edge crowd. That is not what we're trying to do. I think

10:20

it's something that's been adopted by them for, you know, the reasons of, yeah, it is more fun to walk around in a bar if you don't wanna drink than something like this. But I think

it's something that's been adopted by them for, you know, the reasons of, yeah, it is more fun to walk around in a bar if you don't wanna drink than something like this. But I think

10:29

Another thing that the health food industry does that I don't think we wanna do is we don't wanna be preachy to people. We don't wanna say, you should be doing this, and you shouldn't be drinking and you shouldn't be doing that. Like, we're like, hey, you wanna go rip some shots at a bar, fine, but maybe take a break and have a water for an hour, you know, or, like, Hey, you wanna,

Another thing that the health food industry does that I don't think we wanna do is we don't wanna be preachy to people. We don't wanna say, you should be doing this, and you shouldn't be drinking and you shouldn't be doing that. Like, we're like, hey, you wanna go rip some shots at a bar, fine, but maybe take a break and have a water for an hour, you know, or, like, Hey, you wanna,

10:49

smoke weed or whatever? It's like, great. Like, maybe hydrate while you're doing it, you know. Right. Even if, like, hey, you wanna go buy a monster energy drink or whatever? Great. Maybe buy a water too and have a water after you just pound a bunch of sugar and caffeine. That's the good news. Anybody who does any life style also drinks water. And so

smoke weed or whatever? It's like, great. Like, maybe hydrate while you're doing it, you know. Right. Even if, like, hey, you wanna go buy a monster energy drink or whatever? Great. Maybe buy a water too and have a water after you just pound a bunch of sugar and caffeine. That's the good news. Anybody who does any life style also drinks water. And so

11:07

you you prepare to any lifestyle that you want. It sounds like you guys trying to do that.

you you prepare to any lifestyle that you want. It sounds like you guys trying to do that.

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