A new canned water drink called Liquid Death for straight-edge punks has raised $1.6 million so far in order to take it to market.
The drink is the brainchild of CEO Mike Cessario ( a former creative director at Netflix and drummer in bands including Twitching Tongues, Forced Order, Disgrace, and Creatures) who said that he was inspired by his straight-edge friends and their love to take things to the extreme.- (Source NME)
“If you think about it, it makes sense, everything metal and punk is extreme,” Cessario told Business Insider . “Being vegan is extreme, protesting deforestation is extreme. There are more vegans at a heavy metal show than a Taylor Swift show. We are by far the most sustainable option for packaged water, which is a big driver for why people want to buy from us.”
Now, with backing from central figures at Twitter, Dollar Shave Club and Away luggage, the liquid detah CEO is confident that their product is well-tuned to the humour of more hardcore music fans. So far, a run of brutal trailers of liquid death for the water have gone viral.