$700M from water in a can?

I remember seeing Liquid Death for the first time and thinking…

“Wait… is this beer?”

Nope. Just water. In a tallboy can. With a name that sounds like it belongs in a metal band.

And yet, this brand has gone from weird idea to $700 million valuation in just a few years.

Let’s break it down.

The Founder: Mike Cessario.

Former ad guy.
Skater. Punk rock energy.
And most importantly he understood the assignment.

Mike saw something simple:
People care more about vibe than the actual product.

Nobody’s buying Liquid Death because it hydrates better.

They’re buying it because it feels rebellious.
Because it says something about who they are.
Because it’s fun to crack open a can of “Death to Plastic” in a world of same-old bottles.

Here’s what they did right (and what you can steal):

→ 1. Built a story bigger than water.
They made sustainability badass.
Instead of guilt-tripping, they entertained.
They didn’t just say “save the planet.”
They said “murder your thirst.” And made you laugh while doing it.

→ 2. Created a brand people wanted to be seen with.
Skaters. Artists. Gym bros.
People who’d never carry a water bottle were proudly holding cans of Liquid Death.
That’s the power of branding as identity.

→ 3. Treated content like a product.
They hired a full-blown creative team early.
Posted wild campaigns like “sell your soul for a free case.”
Even dropped a fake children’s album of metal lullabies.
And every video? Sharable. Absurd. Viral by design.

The lesson for you?

Your product doesn't have to be revolutionary.
Your positioning does.

Whether you sell fitness, coaching, or courses…
You can create a brand people want to be seen with.
You just need the story to match their identity.

So ask yourself:
What does my brand make people feel like when they say “yes”?

That’s what turns content into loyalty.
And loyalty into growth.

Hope you enjoyed this!

Cheers,

Stephen

PS: Got a brand you want me to break down next? Hit reply and tell me. Let’s study the stories behind the stats.

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