When you think of "extreme" beverages, you probably think of Four Loko and the like. But the latest such beverage to hit the market is neither caffeinated nor alcoholic, because it's ... water. It's not even carbonated water. "Liquid Death," which will set you back $21.99 for a 12-pack of tallboys, is mountain water, sourced and canned in the Alps, with a slightly alkaline pH of 8.2. But instead of coming in a minimalistic white box or being marketed as "distinctly fresh, crisp, and pure," it comes in aluminum cans festooned with skulls and promises to "murder your thirst." More on the water and reactions to it:
- Liquid Death is the brainchild of former Netflix creative director Mike Cessario, who has so far raised $2.25 million for the startup venture. The water has obvious punk and heavy metal influences, and Cessario explains to Business Insider that he wanted to find something that the "straight edge" punk subculture, which eschews alcohol and drugs, would identify with—in other words, a water brand that's not meant for the more typical "Whole Foods yoga moms" group of consumers, he says.