But the benefits of metal packaging are relative. Other sustainability-minded water companies have embraced aluminum over plastic in recent years: Open Water, which sells its product in twist-top metal bottles Mana Nalu, the tallboy-water brand launched by the actor Jason Momoa, which capitalizes on his role as Aquaman, superhero guardian of the seas, to raise awareness of ocean pollution. Protesting the deforestation is extreme.” “Everything metal and punk is extreme,” Cessario said, by way of explanation. Wrapped in teen-rebel labelling, complete with skull imagery and heavy blackletter type, Liquid Death comes in 16.9-ounce tallboy cans, each printed with a detailed explanation of the brand’s “proprietary thirst murdering process.” Perhaps to preëmpt haters, Liquid Death touts its virtue not only culturally but ecologically: its aluminum cans are more environmentally friendly than plastic bottles, and the brand claims to donate five cents from each can purchased to ocean recovery. In an interview with Business Insider, Cessario explained that he was inspired to create Liquid Death because he considered other water brands to be catering to “Whole Foods yoga moms” and thus to be insufficiently punk. Last week, an entrepreneur named Mike Cessario announced that he’d brought in $1.6 million in venture funding for a new water brand called Liquid Death, which is designed to appeal to punks who are “straight edge”-eschewing drugs, tobacco, and alcohol. On the inside, they all contain a triatomic compound of two hydrogens and an oxygen, in liquid form, odorless, colorless, essentially flavorless: one substance, key to life, with packaging options for all. There’s water for athletes-with nipple-like caps, for squirtable hydration-and water for kids, in roly-poly little bottles. Some people prefer to quench their thirst with only a Southern-chic Mountain Valley Spring Water, in green glass, others with a nouveau-riche cylinder of Voss, or a minimalist baton of Smartwater, or the outfit-matching aerodynamism of a refillable stainless-steel S’well bottle. The brain, though, is harder to please-especially given a modicum of disposable income and an abundance of commercial choice. But instead of being melancholy or sanctimonious about it, it wins over the kids with humor, like with its latest campaign called “Liquid Death Recycled Plastic Surgery Centers.All water is created equal as long as it’s clean, the body is happy with it. Liquid Death is hardcore-literally-when it comes to ditching plastic water bottles. And given that plastic recycling rates are abysmally low, like 5% in the United States, for example, choosing water packaged in aluminum cans is buying into more sustainable hydration. In the case of Liquid Death, customers are also buying into a fresh, edgy, and fun attitude against plastic pollution (and an infinitely recyclable aluminum can).Īccording to, 1.2 million plastic water bottles are used by humans every minute. We’re buying convenience and a piece of packaging. Sure, it’s something we all need to survive, but as far as the product goes, there isn’t a lot of differentiation in taste it’s water.īut, when we buy bottled water, we purchase more than just the liquid. Selling packaged water is an interesting proposition.
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