How I Built This with Guy Raz Liquid Death: Mike Cessario
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Jan 22, 2024 
Mike Cessario, founder and CEO of Liquid Death, shares his journey from advertising executive to creator of a viral water brand that disrupts the saturated beverage market. He discusses the clever branding strategy of packaging water in aluminum cans, reminiscent of beer, which appeals to a diverse audience. Cessario explores the initial skepticism he faced in securing funding and co-packers, and how humor and creativity in marketing helped propel Liquid Death to over $100 million in annual revenue, redefining the beverage industry.
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Warped Tour Observation
- Mike Cessario observed bands drinking water from Monster Energy cans at the Vans Warped Tour.
- This sparked an idea about the marketing potential of health-conscious products disguised as unhealthy ones.
Need for Control
- Client restrictions frustrated Mike's creative marketing ideas.
- He realized he needed to create his own product to have full control over its marketing.
Western Grace Brandy
- Inspired by the success of Hendrix Gin and Sailor Jerry Rum, Mike launched a brandy brand named Western Grace.
- He partnered with a distillery and experienced marketing professionals but ultimately didn't profit.
