The Rise Of Liquid Death | Full Interview

Hear even more from the man who made canned water cool in our full, uncut interview.
In October 2022, CNBC Make It interviewed Liquid Death founder and CEO, Mike Cessario, at the company headquarters in Los Angeles, CA. Cessario spent years figuring out how to make water cool and now his brand is valued at $700 million. He attended the 2009 Warped Tour and realized bottled water lacked irreverent marketing like that of energy drinks. With about $1,500, Cessario created a commercial before he had an actual can of water. It went viral and investors saw potential in the brand. Liquid Death has raised $195 million and is on track to reach $130 million in sales by the end of 2022.
Chapters:
00:00 - Growing up
13:35 - Early career
20:00 - From advertising to entrepreneur
32:52 - Launching Liquid Death
39:09 - From DTC to retail chains
45:15 - Liquid Death sales
55:05 - Appeal of the brand
Produced by: Zach Green
Senior Managing Producer: Sam Rega
Camera: Andrew Evers
Editor: Marisa Forziati
Animator: Gene Kim
Reporter: Tom Huddleston
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How Liquid Death Founder Made Water Cool | Mike Cessario Full Interview

Пікірлер: 58

  • @harshitboss
    @harshitboss Жыл бұрын

    Dude made millions selling a can of WATER. Insanely great marketer

  • @zeusdazzy945

    @zeusdazzy945

    Жыл бұрын

    He sold his soul to the devil

  • @adityarifqi5286

    @adityarifqi5286

    Жыл бұрын

    @@zeusdazzy945 wkwk

  • @chuckscott-cy7iq

    @chuckscott-cy7iq

    9 ай бұрын

    @@zeusdazzy945 Prove the existence of the devil.

  • @FullFrontalExposure

    @FullFrontalExposure

    8 ай бұрын

    @@zeusdazzy945your opinion is a lie😂

  • @Bli-qr3gg

    @Bli-qr3gg

    8 ай бұрын

    Almost as good as me

  • @vaughanmoody
    @vaughanmoody Жыл бұрын

    I love how this is free. I feel like this interview, full of so much valuable insight, could have been done at a $3000-a-ticket marketing seminar.

  • @maxxchewning
    @maxxchewning Жыл бұрын

    One hour let’s goooo

  • @MrHeitorSouza
    @MrHeitorSouza Жыл бұрын

    Really cool idea. Interesting to hear about the process of creating a bussines around it too.

  • @kevnev342
    @kevnev342 Жыл бұрын

    the oxymoronic nature of the name 'liquid death' and water proved to be a genius move.

  • @natarajrangayana
    @natarajrangayana Жыл бұрын

    Great marketing content He is real dude Good luck!

  • @manuelfregoso9430
    @manuelfregoso9430 Жыл бұрын

    Liquid death and The Simpsons nice Collaboration

  • @jungersrules
    @jungersrules Жыл бұрын

    Liquid Death donated toys and drinks to one of our fundraisers (dog rescue). 💗 LOL, it was for our Howl-O-Ween party! Very appropriate! 💀

  • @jonr6680
    @jonr6680 Жыл бұрын

    Very interesting to hear the actual guy at the point of success, and his utterly grounded state demonstrates a bunch of key personality traits required for entrepreneurs... Talk for 60 minutes on every topic with passion precision and clarity, not stressed by sny challenge, low funds or huge growth are viewed the same way... And sharp enough to know all the numbers. But honestly this guy's career path was almost destiny defining, from skater boi to punk rocker to advertising creative... How the middle class leverage the freedoms of youth into to an expectation mindset. I'm guessing he also has some good partners/advisors. The ability to network and negotiate to get stuff done... And his keyword is 'fun' , but hearing how an experiment with liquor saddled with legislation was still endured is testament to his grit. Entrepreneurs need tenacity above all else.. Came here expecting to hate on this brand, but I like him... Although still not a fan of consumer 'goods' like this, it's not saving the planet that's for sure, marketing knows when to stop talking... Aluminium processing is energy intense for a start. But at least it's not killing all the dumb kids who buy sugary cr@p, and not like the brands who profit from the deteriorating health of the ENTIRE NATION...

  • @xbrandon2252

    @xbrandon2252

    Жыл бұрын

    Shut up, you obviously buy plastic and consumer goods, no one’s perfect

  • @colesisler582

    @colesisler582

    8 ай бұрын

    Big time advertising creative here with a reply irrelevant to creative advertising, lol. Liquid death does make some sugary crap in the form of the seltzers, it’s just not as “crappy” as some of the other sugary crap on the market. Not knocking them necessarilly. It just shows that some people legitimately just can’t drink water.

  • @chrisavetrano
    @chrisavetrano7 ай бұрын

    Fascinating story…

  • @user-zq4ls1ml4j
    @user-zq4ls1ml4j Жыл бұрын

    Absolute genius.

  • @RageQuitter417
    @RageQuitter417 Жыл бұрын

    The fact that this was a successful companies shows how dumb we are. Water in a beer can called liquid death should sound stupid to a rational person

  • @cchege

    @cchege

    11 ай бұрын

    The can was modeled after monster. Not beer. Did you not watch?

  • @lars2894

    @lars2894

    5 ай бұрын

    That's the whole point. No "rational" person would buy this, there are many other brands that sell "healthy" drinks for the same price. Liquid Death is a product that targets the lower and middle class who are easily impressionable and choose a trendy lifestyle over thinking for themselves. It targets people who value looks over substance, who are the vast majority in this country. This video is a great lesson demonstrating that no conscientious and moral person ever became wealthy in a short period of time.

  • @k_leep
    @k_leep8 ай бұрын

    The interviewer did not want to do this interview. Where’s the energy smh?

  • @FacetimeHamster
    @FacetimeHamster3 ай бұрын

    47:00 wow (just like JustinP said, Media company that happens to sell a product)

  • @limepeels1061
    @limepeels1061 Жыл бұрын

    Is this a repost?

  • @v1d300

    @v1d300

    Жыл бұрын

    Is it? They did upload a smaller 10-15mins video of this. Maybe thats whats you are thinking about?

  • @maenad1231

    @maenad1231

    Жыл бұрын

    They have a 10 minute video that features clips of this interview but I’m pretty sure this the first time they uploaded the full interview

  • @colesisler582

    @colesisler582

    8 ай бұрын

    Look at the channel name and the watermark, this would be copyrighted by now if it was.

  • @maenad1231
    @maenad1231 Жыл бұрын

    Does anyone know where to see that polar bear themed Soda PSA? I wish he would of used something like monkfruit if he wanted a natural sweetener. Almost no absorbable calories & no fructose And he’s so right. I don’t share LD on social media but irl multiple people have stopped and talked to me for no other reason that I was drinking a beverage called “Liquid Death” in such an aggressive can. Unexpected but not unwelcome because none of the comments impolite. Lol

  • @nativetrikeboy
    @nativetrikeboyАй бұрын

    Liquid death rules

  • @Rashaadthegr8
    @Rashaadthegr8 Жыл бұрын

    Thats why I stopped buy plastic water it adds up very quickly even for one person. One gallon for an active person a day is 11 bottles a day times 365 is =4015 bottles a year.

  • @SaraLeeFern
    @SaraLeeFern8 ай бұрын

    Lawsuit!!! Possessing innocent people!!!!! Lawsuit!!!

  • @19NJS71
    @19NJS71 Жыл бұрын

    Bell & Ross watch.. nice, unconventional

  • @wavybaby999
    @wavybaby99911 ай бұрын

    Bro... it's been 2 months now that The target and Walmart In Chula vista hasn't had the tea flavors ... smh all they been having is water yall slacking

  • @adamJKpunk
    @adamJKpunk Жыл бұрын

    Liquid Death is awesome if you’re in a band or in the punk rock community. A lot of us are sober and you hang out at bars and venues all the time and drink water without looking like a total weirdo.

  • @maenad1231

    @maenad1231

    Жыл бұрын

    +1

  • @pspT61

    @pspT61

    Жыл бұрын

    Drunk or not humans need water.......Your weird and super DEAD if you don't.

  • @justketh4298
    @justketh4298 Жыл бұрын

    whats up with all the crypto scams in the comment section?

  • @Troonielicious
    @Troonielicious Жыл бұрын

    Yeah but where did all the money come from? He didn’t start with $5

  • @anthony_barba

    @anthony_barba

    Жыл бұрын

    Bootstrapping an idea builds momentum and that attracts investors.

  • @Troonielicious

    @Troonielicious

    Жыл бұрын

    @@anthony_barba you also need capital to do that lol

  • @anthony_barba

    @anthony_barba

    Жыл бұрын

    @@Troonielicious he had a job and he said it cost less than 5k to make 100k in one month.

  • @v1d300

    @v1d300

    Жыл бұрын

    He mentioned in the interview he created a hype video of sorts to validate the idea. After it got traction, views and demand he went to the investors based on the social proof and actual order demand to actually create the product.

  • @FacetimeHamster
    @FacetimeHamster3 ай бұрын

    1:03:20 attached to culture and not a niche

  • @SaraLeeFern
    @SaraLeeFern8 ай бұрын

    You need to be sued for possessing innocent people!!! Lawsuit!!!!

  • @IndigoCosmic
    @IndigoCosmic Жыл бұрын

    I refused to drink this because of the name.

  • @mixrable1212

    @mixrable1212

    11 ай бұрын

    Cool, nobody cares

  • @IndigoCosmic

    @IndigoCosmic

    11 ай бұрын

    @@mixrable1212 You obviously care enough to respond to my comment so STFU

  • @demarques1911
    @demarques19117 ай бұрын

    Tell us you worship Satan without telling us you worship Satan

  • @zeusdazzy945
    @zeusdazzy945 Жыл бұрын

    “Surely You set the wicked-minded and immoral on slippery places; You cast them down to destruction.”-Psalm 73:18 God will judge you for going against his Kingdom

  • @liyuche2695
    @liyuche2695 Жыл бұрын

    So cool! But I dont get it why is the interviewer like online what the heck

  • @zachgreen

    @zachgreen

    Жыл бұрын

    He's on the West Coast and I'm on the East Coast. It was easier for me to ask questions over Zoom.

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