Would you invest in a company producing canned sparklinkg water? Well, since this drink has been endorsed by celebrities like Tony Hawk or Wiz Khalifa, it may be going places.
In their third round of funding, Live Nation Entertainment, along with Wiz Khalifa, Tony Hawk, Machine Gun Kelly, Steve Aoki, Michael Dubin, and Kelly Campbell got them an additional $15 million to expand the brand. This still doesn’t beat the $23 million raised from their Series B.
“We’ve always run Liquid Death like it’s a band, so getting to partner with Live Nation is a huge milestone and honor for us,” said co-founder Mike Cessario in a recent statement. . “Music has been a huge part of our DNA since the beginning. We can’t wait to get back to live shows, support our favorite artists and help kill plastic water bottles at concerts.”
The key to their marketing is building a cult following. There is a “Sell your soul” page on their website where dedicated fans sign up for a paid loyalty program. Suprisingly, over 185,000 members have subscribed.