The creators of Liquid Death — Mike Cessario, who is an Avon Grove High School graduate, partner J.R. Riggins, bartender Pat Cook, and artist Will Carsola — started their venture to offer a different way to hydrate partiers, and it soared despite initial backlash and negativity early on, writes Amy McCarthy for Eater.com.

Mimicking a beer can and decked out in heavy metal decor, early commentators of Liquid Death saw it as a “gimmick” and perpetrated toxic masculinity. In reality, it was far from that. Instead of being sold in a plastic bottle, as the company’s motto is “death to plastic,” Liquid Death comes in an aluminum can which is both more recyclable than plastic these days and resembles an alcoholic beverage despite being mildly mineral-tasting water from the Alps.

Cessario concurs that everything is a gimmick in its own way, but he seeks to replicate this by focusing on his devoted audiences who get what the brand is all about: hydration, looking cool, and being sustainable.

“We know that certain folks aren’t going to take a whole lot of convincing. They’re just going to see the can, think it’s awesome, and pick it up,” Cessario said. “Once you build that core audience, you’re giving people who aren’t part of that culture, like a soccer mom for example, permission to participate in this cool, rock-and-roll brand.”

When Liquid Death began to pop off, it drew in the hardcore kids who party without alcohol, bands, artists, and more. It’s also a great alternative for those who don’t drink to still fit in.

Now as it climbs higher, concert promoter Live Nation has made it the official water brand of some music festivals. Additionally, it has launched at Whole Foods and other local distributors to reach more groups.

“If you’re walking around a bar with a Liquid Death and you bump into a stranger, it’s going to start a conversation,” Cessario said. “There’s really no other water that can do that.”

Read more about Mike Cessario’s Liquid Death empire and how it continues to grow at Eater.com.

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