Connie Loizos@cookie / September 30, 2020 / techcrunch.com
In what began as a kind of funny, savvy marketing stunt that has since gained traction, a nearly three-year-old, Santa Monica-based startup that sells water from the Austrian Alps under the brand Liquid Death has raised $23 million in Series B funding. Backers in the round include an unnamed family office; Convivialité Ventures, which is Pernod Ricard Group’s venture arm; the musician known as Fat Mike; and earlier backer Velvet Sea Ventures.
The company, originally incubated with the help of the LA-based startup studio Science, has now raised a little more than $34 million altogether. Dot.LA first reported on the round.
We talked with Liquid Death founder Mike Cessario, who was formerly a West Coast agency exec, not long after he launched the company to the public, and he argued at the time that canned water could give sugary energy drinks like Rockstar, Monster and Red Bull a run for their money if it was also named like a heavy metal act.
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