Dec 3, 2024
Mike Cessario, the mastermind behind Liquid Death, took the wild concept of making water hardcore and somehow made it work. A former punk rocker and marketing genius, Mike decided bottled water needed a metal makeover—because hydration just wasn’t edgy enough. With cans that scream “death metal album” and a motto to “murder your thirst,” he turned a basic human necessity into a rebellious lifestyle choice. Who knew staying hydrated could feel like moshing in a circle pit?