Water is pretty simple. It’s H2O, practically flavorless hydration. But when it comes to packaged water, we might grab something that tries to signal something about us.

Liquid Death is an excellent example of that. Sure, it’s Alpine water that’s tasty, but the kids love that it’s in aluminum cans instead of plastic bottles, and the whole metal aesthetic is most excellent, so kids like my nephews drink it up, literally. Of course, the thirst killers at Liquid Death are hardly the first beverage brand to leverage youth-targeted marketing into big sales. And now there’s a new contender in the water game that isn’t bashful about its market ambitions called Gen Z Water.