'Liquid Death' water startup by ex-Netflix creative director raises $1.6 million
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A startup has raised more than $1.5 million in seed funding for “Liquid Death,” water sold in a tallboy can, according to Business Insider.

The startup was the brainchild of former Netflix creative director Mike Cessario, according to the publication, and included funding from Dollar Shave Club CEO & founder Michael Dubin and Twitter co-founder Biz Stone.


"When we first started, we wondered why is it that products and [consumer packaged goods] products have to play by these 1950's bland and boring rules, while other entertainment things can play by much more fun rules," Cessario, who has masterminded promotions for several of the streaming giant’s series, including “Narcos,” “Stranger Things” and “House of Cards,” told the publication.

The Tuesday round of funding brings the total Cessario has raised to $2.25 million, according to Business Insider. The product will only be available online. Cessario said that while he initially aimed the product at the straight-edge subculture, the idea was to develop a product that all demographics need.

"At first we knew the easiest crowd for us is anyone into heavy metal, punk rock, and that kind of world because they immediately get the joke and get the humor and have never seen anything like it,” he told the publication. “What makes this appealing for such a large group is that it feels like a niche thing."