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Science Inc. Backs Liquid Death's Punk Water Brand

Santa Monica-based startup studio Science Inc. has just made a $1.6M seed investment in a new startup, Liquid Death, which sells a canned water brand whose tagline is "Murder Your Thirst". The startup is led by former Netflix creative director Mike Cessario. According to the company, it sources its water from the Austrian alps. Science Inc's Michael Jones--former CEO of MySpace--now sits on the board of Liquid Death. The company sells its canned water in a 12-pack for $1.83 per can from its website. In a tongue-in-cheeck promotional video, Liquid Death says "don't fall for the marketing bull****, water is not yoga, water is LIQUID DEATH". The company has launched a number of promotional videos reminiscent of those that launched another, Science Inc. startup, Dollar Shave Club. Liquid Death says it is targeting consumers who are into heavy metal and punk rock.