Liquid Death

“Brand is the moat, and I think it's hard for people to wrap their head around what that means, but there's a lot of Sort of historical precedents to show that that's the case... It shows that giant companies are really bad at creating brands. Like they, there'…”

“Literally over the course of two months, ocean freight costs went up like five X or something insane. And all of a sudden we started getting killed on ocean freight costs in the back half of 2021 where, you know, we might have been spending You know, 3500 doll…”

“Oh, yeah. Significantly more.”

“I think the first month, we only spent maybe 2500 bucks in paid media to generate a 100,000 dollars in sales.”

“No, we made this whole thing for 1500 bucks. My wife, Carly, edited the whole thing. She actually edited almost all of the early liquid death video stuff.”

“If you want teens to think something's cool, you actually market it to people in their twenties.”

“Like if we start trying to play The same game as the big guys, where it's like, oh, let's go sign a two million dollar athlete endorsement deal, or let's go wrap a NASCAR for a million dollars. Like, that stuff is not gonna move the needle for you, and you're …”

“In 20, 20 20, 21, I think we, you know, we did I think it was like 45 million in like gross top line revenue.”

“The minimum, minimum you can produce is, like, 200,000. And so you're talking about a quarter million dollars or 150 grand, something like that, just to do the bare minimum run of a canned product.”

“I literally had a seven 11 franchisee from Michigan who said, hey, I own three seven 11. How do I get this in my stores? I had the biggest non-alc distributor in New York called Big Geyser. One of their people reached out saying, hey, can I talk to a sales rep…”

“When you create a bottled water, or a canned water, the only way it makes economic sense is you have to basically bottle it at the source.”

“All we are doing is we just want to make legitimate entertainment, not marketing. And it's a tried and true Approach that Red Bull was very successful with, Monster was very successful with, where they blur the lines between an entertainment company and a beve…”

“It was the only retailer who would even give us a chance. I mean, we had talked to, I don't know, like a broker for Target, and they were like, ah, yeah, guys, we don't think this is the right fit for mom. And, like, any of these other big retailers, like, wou…”

“What's funny is it didn't get made. And then, whatever it was, 10 years later, I finally made the idea myself for Liquid Death, and it's one of our most successful things that we've done.”

“And Mike Cesario entered that saturated market, and you know, within two years, they're close to two hundred million dollars in revenue.”

“Be really disciplined on who the, what the brand is, right? If you look at Ben and Jerry's and the names of their products and the humor and the way they write, they went all in on that liquid death, all in on their edge. It's just so, I know who they are.”

“Mike Cesario didn't have a big budget when he launched that brand. He spent 1500 dollars making a viral video that went, truly went viral.”

“I am very lucky to have just hired the ex-VP of Cult indoctrination from Liquid Death. He just joined our team this week, and he's gonna be going out there and trying to get as many new brand partnerships as possible”

“You know, Liquid Death launched its brand with a 1500 dollar video.”