- Cessario also aimed for eco-consciousness: He says the aluminum cans Liquid Death comes in are more environmentally friendly than both bottled and boxed water (the Amazon.com description of the tallboys contains the lines, "Cans contain 20x more recycled material than plastic bottles" and "#DeathToPlastic"), and he also plans to donate 5 cents per can sold to clean up plastic trash in the ocean.
- But reaction has been harsh. The Washington Post says this "is just the latest, and perhaps the ultimate, example of using toxic masculinity to market a product," Fox News and others point out that the water is meant for "tech bros," and tweets like this one argue the product is "a whole other level of fragile masculinity."
- And then there are those who are less than impressed with Liquid Death's level of eco-consciousness: "Liquid Death is ... just environmentally conscious enough to earn a merit badge," writes Helen Holmes at the Observer. "But wouldn’t the best thing for the planet be not to manufacture these foul-looking, truly puerile cans at all?"
- But at the Next Web, Matthew Hughes argues all those people are wrong. He acknowledges that "an Ed Hardy version of water" is a little "silly," but notes it could be useful for those in recovery: "Externally, it looks indistinguishable from a normal can of craft lager, making it easier for teetotalers to blend in when stood in a crowded bar. For recovering alcoholics wishing to socialize without being pressured to drink, the product could act as a welcome camouflage, allowing them to sustain their relationships while opting out of something that’s utterly ubiquitous in Western society."
(Tech workers are also into giving up food, kind of