Liquid Death's aluminum cans will be the exclusive water option at more than 120 Live Nation owned and operated venues and festivals across the U.S.
Is Live Nation's sustainability agreement with Liquid Death a risky partnership?
On one hand, the agreement gives the mega concert promoter distribution rights and equity in a fast-growing mountain water brand that uses aluminum to help eliminate single use plastics, a key sustainability initiative for Live Nation. With an investor list that looks like a festival lineup, the agreement also gives the promoter proximity to artist backers including Wiz Khalifa, Machine Gun Kelly, Steve Aoki and Tony Hawk.
On the other hand, the company is called Liquid Death. The brand name and art direction are the clever creation of former agency creative director and copy writer Mike Cessario and pay homage to America's punk, thrash and metal scene.