Liquid Death is doing what it does best, expanding its visibility. The company brought on a new investor positioned in professional sports and launched a new satirical marketing campaign with the greatest hair metal band that never existed.
This morning, 4th & 1 Ventures announced it had made a “seven-figure” investment in the beverage brand. The venture firm specializes in early-stage CPG brands promoted by partnerships with professional athletes and fitness influencers.
4th & 1 has previously invested in high-protein flavored milk Slate, intoxicating hemp drink maker Nowadays and plant-based donut brand Drumroll Snacks. While the undisclosed dollar amount is small compared to the company’s reported $1.4 billion total valuation, the firm brings influence to the table in the form of its LPs which include professional athlete investors like American tennis player Austin Krajicek, MLS goalie Maarten Paes and Las Vegas Raiders kicker AJ Cole.
The investment group also has a deep roster of “member” football players and “athlete board members.”
Liquid Death is not only going long on the gridiron but also leaning into familiar territory with a marketing campaign in anticipation of mockumentary sequel “Spinal Tap II: The End Continues.”
No stranger to satire, Liquid Death has partnered the fictional band Spinal Tap right before the release of the sequel to the original “This is Spinal Tap” movie. The ad released this week features the band members failing to understand that the canned water is not a beer brand as they record a commercial.
In Liquid Death fashion, the brand is also selling a limited-edition 11-pack (as in, “this goes to eleven”) of water signed by the band members for $1,100.