Liquid Death

“Guy's golden touch is whatever is gold, guy touches. So I touch Macintosh, and I touch Canva, I would touch Liquid Death. It's because it's easy to evangelize great stuff, and it's hard to evangelize crap.”

“I mean, liquid death is a great example of this, right? It's water. It's water. There's no invention in this. It is entirely in the packaging and the marketing and the branding”

“We actually had seven, 11 franchisees DMing us, Hey, how do we get this in our stores? We had a distributor from New York say, Hey, can we talk to a salesperson?”

“So then I went out trying to raise just from Former bosses I had that were, you know, executive creative directors, probably pulling in 350 plus grand a year. Like they had, they could write a check for five grand on a, you know, as a gamble. And I always had …”

“When you kind of know you're on to something, when people sort of have a really emotional, even if negative reaction to it at first, you know that you're probably in good territory. The stuff when you come up with something and people you talk to say, oh yeah,…”

“So then he drew the first skull that's our now logo as just like, hey, I drew this funny skull. I thought it could be cool.”

“Like, I think right now, if you look at our scan sales for the last year, just plain still water is like, Maybe 30% of our total sales.”

“When Whole Foods finally launched us nationally in March of 2020, literally the day after the lockdown started was when we were supposed to load into Whole Foods.”

“All the shareability and marketing firepower has to be in the product itself. It can't be just a, yeah, that's an okay product. And then you have to spend to build something interesting around it. It's like, no, the product itself has to be the marketing in a …”

“And then by the end of last year, so that was like not even, maybe a year and a half of the, of that product being on the market, we were the number one flavored sparkling brand in total dollars in the entire convenience store channel.”

“There's this great movie that I think is underappreciated that we make almost all do liquid death employees watch called stay tuned.”

“And, you know, we just looked in a recent in a convenience store, a big chain in the south, and like, even at more money, Liquid Debt is out selling it like four to one.”

“Well, 2019 was year one. We did like just under Three million.”

“Within three months, we were like the number two flavored sparkling brand on Amazon.”

“But again, launch T goes on Amazon within a few months where the number one T on Amazon”

“We sold out of all the product we had in the first month and we thought it would last like three months. So we actually were sold out, had no product for almost two full months because it took so long to get more from Austria.”

“Clinical focus groups, I don't think really work. Like you can learn a little bit from them, but it's, liquid death would have died in every focus group.”

“We made a Facebook page for liquid death long before we ever had real product. And we made a 1500 dollar funny video that got a couple million views. The page had like 80,000 followers.”

“Hey, we're writing Saturday Night Live skits, and that's how we've always used the guardrails, like mainstream broadcast television show, mass Consumption across America. It's been around 40 years for a reason. It's like, if Saturday Night Live would do it, we…”

“You don't get that kind of ROI without doing something that almost doesn't feel like marketing because nobody wants to share run of the mill marketing. No one wants to talk about it. Most people skip it. You have to truly kind of entertain people and make some…”

“Healthy products are really never marketed in a funny, cool way. It's always unhealthy stuff that's really funny, like beer and candy and junk food and all of that.”

“So I invested in Liquid Death when it was, like, worth, like, fifty million. And they're, like, over a billion now.”