How Leaders Lead with David Novak #248: Mike Cessario, Founder and CEO of Liquid Death – Disrupt with discipline
Jul 17, 2025
Mike Cessario, Founder and CEO of Liquid Death, has built a $1.4B beverage brand renowned for its quirky marketing. He shares how unconventional ideas like selling a $300 coffin and a candle with Ozzy Osbourne’s DNA helped disrupt the beverage industry. Cessario emphasizes the value of humor and emotional connections in branding and reveals strategies for small brands to outshine giants by targeting overlooked customers. He advocates for a mindset of continuous learning, innovation, and authenticity to thrive in a competitive market.
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Innovative Ideas Seem Ridiculous
- Truly innovative ideas often seem ridiculous at first and lack competition.
- If a new idea seems obvious, many have likely been trying it already for years.
Turning Hate Into Music
- Liquid Death turned negative hate comments into literal songs.
- They created albums of hate lyrics as metal, punk, and 80s pop music for viral buzz.
Building a Healthy Beverage Platform
- Liquid Death evolved from a water company to a healthy beverage platform.
- Most sales now come from flavored sparkling water and low-calorie iced teas.
