Liquid Death Marketing Strategy: $0 to $333M in 6 Years

How it started

Mike Cessario is standing in a crowd at the Vans Warped Tour in 2009. He's watching his favorite band perform. Then something clicks.

He notices all these rock and metal musicians drinking water out of Monster Energy cans. They're required to—it's part of their sponsorship deals. But here's the thing: nobody makes the water itself look cool. It comes in boring plastic bottles or those generic branded containers that nobody actually wants to be associ...