In terms of raising funds, canned water brand Liquid Death has been making a killing.
This week, the California-based brand announced it has closed a $23 million Series B funding round led by an unnamed family office. The round also saw participation from Convivialite Ventures, punk musician Fat Mike of the band NOFX, sports analyst Pat McAfee and prior investor Velvet Sea Ventures, among others.
The round brings the brand’s total fundraising to $34.25 million, following a $9 million Series A round which was announced in February. At the time, Liquid Death was available in about 2,000 accounts nationwide.
Earlier this month, the company announced it had added 1,000 7-Eleven locations in Southern California. The company has also continued to focus on targeting unconventional accounts for water brands, such as liquor stores, tattoo parlors and bars.
This spring, the brand launched an unflavored sparkling water, it’s first product extension since launching in 2018.
In a statement sent to BevNET, Liquid Death founder and CEO Mike Cessario said the round will primarily support online and retail growth, as well as funding new marketing campaigns, which have become the brand’s hallmark.
“Over the past six months, we’ve seen high growth like never before,” Cessario said in the statement. “Our online sales are hitting new records every month, and we’ve rolled out to thousands of new retail stores through our deals with Whole Foods and 7-Eleven. We’ve also continued to build the most fun and irreverent brand in the health space with campaigns like our Greatest Hates album release, Hardcore Norm Porn and most recently our Killer Baby Name Generator.”