Cessario: Monster Energy Made Canned 'Tour Water' for Warped Tour Musicians
Mike Cessario · Liquid Death: Mike Cessario · Jan 22, 2024 · at 8:29
Liquid Death founder Mike Cessario describes visiting friends performing at the 2009 Vans Warped Tour in Denver, where he first saw canned water disguised as energy drinks.
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“I saw they had these, you know, they were all drinking these cans of Monster Energy, but really small, on the bottom of the can, it said, Tour water. And they were like, yeah, because I thought they were drinking energy drinks, and like, no, no, no, like, this is water, like the energy drink sponsor, you know, they don't want us drinking any other products besides Monster on stage, and like, clearly people aren't going to drink energy drinks all day in the hot sun, and so they said, so the brand had to create Water for the bands that look just like their product that they wanted to promote.”
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