礦泉水越來越奇葩,改用易拉罐裝就融資160萬美元示例

This is Liquid Death. It's water sold in a tallboy, and the startup behind it just raised $1.6 million in seed funding.

這就是液體死亡。這是一款罐裝出售的純淨水，它的創業公司剛剛籌集了160萬美元的種子資金。

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.

“液體死亡”是由Netflix聯合創始人兼首席執行官、前創意總監邁克?塞斯里奧(Mike Cessario)構想出來的。塞斯里奧在接受《商業內幕》採訪時表示，他是受朋克和金屬音樂背景啓發而推出“液體死亡”。

"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."

塞斯里奧說:“我們知道，對我們來說，最容易擊中的消費者是那些喜歡重金屬、朋克搖滾和那種類型的世界的人，因爲他們能立即領會到其中的笑話和幽默，而且他們從來沒有見過類似的東西。”“對這麼大的羣體來說，這個項目之所以有吸引力，是因爲它就像是一個利基市場。”

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.

塞斯里奧說，液體死亡罐看起來比瓶裝水更酷，他相信，直尺朋克和素食朋克會喜歡該公司計劃從出售的每個罐子中捐出5美分，用於清理海洋塑料垃圾。

"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."

“如果你仔細想想，這是有道理的；所有的金屬和朋克都是極端的，”塞斯里奧說。“成爲素食主義者是極端的，抗議森林砍伐是極端的。去看重金屬演唱會的素食主義者比看泰勒·斯威夫特演唱會的要多。到目前爲止，鋁罐無疑是最具可持續性的飲用水容器選項，這是人們想從我們這裏購買的一大動力。”