History of Liquid Death in Timeline

Liquid Death, founded by Mike Cessario and headquartered in Los Angeles, is a canned water company known for its edgy branding with the tagline "murder your thirst." The water is sold in tallboy cans and began direct-to-consumer sales in January 2019. As of March 2024, the company was valued at $1.4 billion and offers 14 flavors. The water is canned by Wilderness Asset Holdings LLC in Virginia.

2009: Inspiration from Vans Warped Tour

In 2009, Mike Cessario was inspired to create Liquid Death after observing concertgoers drinking water out of Monster Energy cans at a Vans Warped Tour, which led him to consider marketing water in a similar style.

July 6, 2017: Trademark application for "Liquid Death"

On July 6, 2017, Mike Cessario filed a trademark application for the term "Liquid Death" with the United States Patent and Trademark Office.

January 2019: Began selling to consumers on its website

In January 2019, Liquid Death started selling directly to consumers through its website, targeting straight edge adherents and fans of heavy metal and punk rock.

February 2020: Expansion into Whole Foods Market

In February 2020, Liquid Death expanded into Whole Foods Market in the United States, becoming its fastest-selling water brand.

February 2020: Series A funding round

In February 2020, Liquid Death raised $9 million in a Series A funding round.

May 2020: Release of Greatest Hates album

In May 2020, Liquid Death released 'Greatest Hates', an album of death metal music created with lyrics from hate comments the company received online.

August 2020: Expansion into 7-Eleven stores

In August 2020, Liquid Death expanded into two hundred 7-Eleven stores in the Los Angeles and San Diego markets as part of a trial run.

September 2020: Series B funding round

In September 2020, Liquid Death raised $23 million in a Series B funding round.

2020: Introduction of sparkling water

In 2020, Liquid Death introduced a sparkling water variety along with four flavored carbonated beverages: Mango Chainsaw, Severed Lime, Convicted Melon, and Berry It Alive. These flavored sparkling waters contained added natural flavorings/extracts, acidulants and some added sugar (from agave nectar) as well.

May 2021: Series C funding round with Live Nation

In May 2021, Liquid Death raised an additional $15 million in a Series C funding round completed with Live Nation, who agreed to sell the drink exclusively in their events and venues for a period of time.

December 2021: Selling in large supermarket chains

As of December 2021, Liquid Death began selling in large supermarket chains such as Publix and Sprouts stores.

2021: Company revenue

In 2021, Liquid Death's revenue rose to $45 million.

January 2022: $75 Million Raised in Series C Funding

In January 2022, Liquid Death raised $75 million in Series C funding, receiving a $525 million valuation at the time.

February 2022: Super Bowl LVI advertisement

In February 2022, during Super Bowl LVI, Liquid Death released an advertisement featuring children enjoying the beverage with Judas Priest's song "Breaking the Law", ending with the tagline "Don't be scared, it's just water".

Loading Video...

October 2022: Funding round led by Science

In October 2022, Liquid Death raised a round led by Science for $70 million at a $700 million valuation.

March 2023: Sale of three tea flavors

In March 2023, Liquid Death announced the sale of three tea flavors: Grim Leafer, Rest in Peach, and Dead Billionaire, all containing agave nectar and 30 mg of caffeine.

November 2023: Name change from Armless Palmer to Dead Billionaire

In November 2023, Liquid Death changed the name of its Armless Palmer tea flavor to Dead Billionaire after Arizona Beverage Company threatened to sue them for commercial use of the Palmer name.