A new canned water drink called Liquid Death for straight-edge punks has raised approximately $1.6 million so far in preparation for the market.
The new drink is the creation of creative director and musician Mike Cessario. The drummer said that he was inspired by his straight-edge friends and their love to take things to the extreme.
The canned water is shaking things up with the use of heavy metal and graphic branding, all to sell a more environmentally friendly water product.
On Liquid Death Cessario said “If you think about it, it makes sense, everything metal and punk is extreme. Being vegan is extreme, protesting deforestation is extreme. There are more vegans at a heavy metal show than a Taylor Swift show. We are by far the most sustainable option for packaged water, which is a big driver for why people want to buy from us.”
Liquid Death is now backed by a number of figures from the likes of Twitter, Dollar Shave Club and Away luggage. Cessario is confident that it is well-tuned to the humour and personality of hardcore music fans and environmentalists, with a run of brutal trailers already going viral.
Watch the trailer below and get excited for Liquid Death to come to a store near you!