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This is Liquid Death. It's water sold in a tallboy, and the startup behind it just raised $1.6 million in seed funding.
这就是液体死亡。这是一款罐装出售的纯净水，它的创业公司刚刚筹集了160万美元的种子资金。
Liquid Death was dreamed up by cofounder and CEO Mike Cessario, a former creative director for Netflix. In an interview with Business Insider, Cessario said he was inspired to launch Liquid Death because of his background in the punk and metal scenes.
“液体死亡”是由Netflix联合创始人兼首席执行官、前创意总监迈克?塞斯里奥(Mike Cessario)构想出来的。塞斯里奥在接受《商业内幕》采访时表示，他是受朋克和金属音乐背景启发而推出“液体死亡”。
"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," Cessario said. "What makes this appealing for such a large group is that it feels like a niche thing."
塞斯里奥说:“我们知道，对我们来说，最容易击中的消费者是那些喜欢重金属、朋克摇滚和那种类型的世界的人，因为他们能立即领会到其中的笑话和幽默，而且他们从来没有见过类似的东西。”“对这么大的群体来说，这个项目之所以有吸引力，是因为它就像是一个利基市场。”
Cessario said Liquid Death's cans look cooler than bottled water, and believes that straight-edge and vegan punks would like the fact that the company plans to donate 5 cents from every can sold to clean up plastic garbage from the ocean.
塞斯里奥说，液体死亡罐看起来比瓶装水更酷，他相信，直尺朋克和素食朋克会喜欢该公司计划从出售的每个罐子中捐出5美分，用于清理海洋塑料垃圾。
"If you think about it, it makes sense; everything metal and punk is extreme," Cessario said. "Being vegan is extreme, protesting the deforestation is extreme. There are more vegans at a heavy metal show than Taylor Swift show. We are by far the most sustainable option for packaged water, which is a big driver for why people want to buy from us."
“如果你仔细想想，这是有道理的；所有的金属和朋克都是极端的，”塞斯里奥说。“成为素食主义者是极端的，抗议森林砍伐是极端的。去看重金属演唱会的素食主义者比看泰勒·斯威夫特演唱会的要多。到目前为止，铝罐无疑是最具可持续性的饮用水容器选项，这是人们想从我们这里购买的一大动力。”
