Liquid Death's Mike Cessario Unveils Success Strategies and Dream Collaborations

WHO:

Fast Company - Mike Cessario is the founder of Liquid Death.

Fast Company - Cessario previously worked at creative agencies such as VaynerMedia and Crispin Porter + Bogusky.

WHAT:

Fast Company - Liquid Death reached a valuation of $1.4 billion on $263 million in retail scanned sales as of March 2024.

Fast Company - Liquid Death launched with a commercial on Facebook in 2017 and began selling its first cans of water in 2019.

Fast Company - The company produces sparkling and flavored waters, iced tea, and energy drinks.

Fast Company - Liquid Death has collaborated with Taylor Morrison and E.l.f. Beauty, with the latter's limited-edition Corpse Paint selling out in less than 45 minutes.

Fast Company - Cessario expressed a desire to create a Liquid Death shoe with Nike.

WHERE:

Fast Company - Liquid Death products are available in major retailers such as Target, Kroger, and Walmart.

WHEN:

Fast Company - The limited-edition Corpse Paint created for the collaboration with E.l.f. Beauty sold out in less than 45 minutes.

WHY:

Fast Company - Cessario aimed to address corporate clients' perception problems through innovative marketing strategies.

Fast Company - Cessario's approach is to think of Liquid Death as an entertainment company that monetizes via beverage.

HOW:

Fast Company - Liquid Death employs cheeky messaging and humor in its marketing rather than discounting to attract shoppers.

Fast Company - The company uses social media clips and 30-second spots on connected TVs to promote its products.

(UPDATED June 24, 2026 13:45 UTC)

Liquid Death, founded by Mike Cessario, has achieved a remarkable valuation of $1.4 billion, driven by $263 million in retail scanned sales as of March 2024. The company, known for its sparkling and flavored waters, iced teas, and energy drinks, has gained popularity through innovative marketing strategies and collaborations, including a limited-edition Corpse Paint with E.l.f. Beauty that sold out in less than 45 minutes. Liquid Death products are now available in major retailers like Target, Kroger, and Walmart, with Cessario even expressing interest in creating a Liquid Death shoe with Nike.