Liquid Death: Mike Cessario

So you're talking about a quarter million dollars just to do the bare minimum run of a canned product. So I'm like, okay, I don't have anywhere near that kind of cash and there's nobody who's gonna write me a check. for the idea at that time. Well, I want to put water in a can and call it liquid death. They're like, that's the dumbest idea ever. No retailer will carry it. you know, h this might be a lot harder than I thought it was gonna be. Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements.

They built. I'm Guy Roz, and on the show today, how Mike Cesario turns store-bought water upside down by putting it in aluminum cans. Calling it. Liquid death. You've probably heard the adage

There's no such thing as a saturated market, which I don't know, is that really true? Have you visited the energy bar aisle at the supermarket lately? There must be hundreds of brands. But still. It is true that a smart approach can break through in even the most crowded aisle.

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