Selling packaged water is an interesting proposition. Sure, it’s something we all need to survive, but as far as the product goes, there isn’t a lot of differentiation in taste; it’s water.

But, when we buy bottled water, we purchase more than just the liquid. We’re buying convenience and a piece of packaging. In the case of Liquid Death, customers are also buying into a fresh, edgy, and fun attitude against plastic pollution (and an infinitely recyclable aluminum can).