Fragile masculinity has an absurd new product: “Extreme” water, to “murder your thirst” in punk-rock aluminum cans.
Liquid Death, a water start-up, was founded by Mike Cessario, Pat Cook, J.R. Riggins and Will Carsola, with the aim of targeting"extreme" straight-edged punks. By Laura Reiley Laura Reiley Reporter covering the business of food Email Bio Follow May 7 at 4:44 PM A 12-pack of Liquid Death 16.9-ounce tallboys is $21.99 on Amazon.
On Tuesday, Cessario announced he had raised an additional $1.6 million for his canned water start-up from big names in tech including Dollar Shave Club founder and chief executive Michael Dubin, Twitter co-founder Biz Stone and Away co-founder Jen Rubio, bringing total funding to $2.25 million. Need to get all up in someone’s face about just how much you are completely sober but also kind of thirsty? Do it with a tallboy. Of water. With skulls on it.There have been other foods or beverages to adopt a he-man, no-girls-allowed stance. Dr Pepper marketed its diet soda as “not for women,” Burger King’s “I am man” commercials disparaged “chick food.”
— Liquid Death Mountain Water March 10, 2019 Liquid Death, which runs about 10 cents per ounce also makes sustainability claims of a sort , asserting that cans contain 20 times more recycled material than plastic bottles.
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