Cessario seems serious about the straight-edge, punk-rock angle, telling Business Insider he felt all existing water brands are marketed to “Whole Foods yoga moms.” (By that extension, though, shouldn’t Cessario also be looking into punk-rock toilet paper, or punk-rock batteries, or straight-edge plastic cling wrap? Maybe he is.) For those who didn’t grow up adding punk shows in church basements, straight-edge is a sub-genre referring to people who don’t drink or smoke or do drugs, but do listen to punk or metal music. Cessario maintains that water and hydration are in fact, very punk.

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“If you think about it, it makes sense, everything metal and punk is extreme,” Cessario tells Business Insider. “Being vegan is extreme, protesting the deforestation is extreme.”

He positions the brand as eco-conscious, citing its recyclable aluminum packaging and pledge to donate 5 cents from every can sold to ocean clean-up efforts. How the water’s sourcing from an Austrian spring plays into its green efforts isn’t mentioned.

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If you’re captivated by the Thirst-Murdering™—no joke, it’s trademarked—product, you can purchase a 12-pack of cans for $21.96 via Liquid Death’s website, or “Sell Your Soul” for a free pack of water with your first order, plus access to Liquid Death merch. Rock on?