THE BRAND THAT TURNED WATER INTO $1.4 BILLION

Summary from the TLDR Founders newsletter

Mike Cessario watched musicians at Warped Tour refilling Monster Energy cans with water to stay hydrated - they wanted to look cool, not healthy. So he asked, 'What's the dumbest name for water?' Liquid Death. Now people crack open "Mango Chainsaw" and "Berry It Alive" because holding that skull-covered can makes them feel badass. Turns out making water feel rebellious is worth $1.4 billion - who knew boring products just needed better packaging?