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Mike Cessario, inspired by seeing water-drinking musicians stuck with sponsor-branded energy drinks at a music festival, founded Liquid Death, a canned water brand targeted at young, edgy consumers. Launched in 2019, the company has grown rapidly, with sales tripling from 2021 to 2022 and expected to double again by the end of 2023. The company has co-founders from the tech industry and its products are sold in major retailers across the US.
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