In the event you’ve been to a dwell occasion lately, you could have seen one thing known as Liquid Dying being offered at foods and drinks stands.For these not within the know, the title could also be a bit intimidating. However “Liquid Dying” is simply water in a can.Now the model, which has been independently owned and operated since its creation in 2017, has raised a brand new spherical of funding that values it at $1.4 billion.In a launch Monday, Liquid Dying mentioned it had hit $263 million in world gross sales and could be present in 113,000 shops throughout the U.S. and U.Okay. It mentioned it had seen “triple-digit” development for the third-consecutive 12 months, turning into the fastest-growing water and iced tea model, citing SPINS, a market analysis group.If it appears stunning that an organization simply promoting water is rising this quick — that’s the purpose, specialists say. “The truth that it’s simply water … is the important thing to Liquid Dying’s success thus far,” mentioned Brad Avery, senior reporter for business information group BevNET, informed NBC Information in an e-mail. “If you take a look at branding within the bottled water class, a lot of it has revolved round themes just like the purity of the water, superior ranges of hydration, and so forth. Liquid Dying took off partially as a result of it was a subversion of all of the tropes of bottled water advertising and marketing that we’re acquainted with.”Promoting water like alcoholIn different phrases, the branding is among the essential promoting factors. The title “Liquid Dying” refers back to the concept of “murdering your thirst,” in addition to “dying to plastic,” based on founder and CEO Mike Cessario. Liquid Dying drinks are packaged in aluminum, which is extra recyclable than plastic.“We wish to create really wholesome, better-for-you drinks, however simply accomplish that in the identical humorous manner that usually unhealthy manufacturers get marketed,” Cessario mentioned in an interview with NBC Information.He mentioned junk meals manufacturers and beer are additionally recognized for utilizing comedy, however accomplish that within the service of promoting an unhealthy product.“We’re making enjoyable of the s—– company advertising and marketing that everybody hates,” Cessario mentioned. “Folks now spend $10 a month for ad-free providers as a result of they haven’t any leisure worth. We’re making enjoyable of selling with our model.”The model has additionally grown a big following on social media, with 5 million followers on TikTok and a couple of.9 million on Instagram. Cessario, whose background consists of engaged on viral campaigns for Netflix exhibits like “Stranger Issues” and “Home of Playing cards,” has labored with influencers like Blink 182 drummer Travis Barker, former “Jackass” star Steve-O and comic Bert Kreischer — the latter of whom is now an official investor. The corporate’s TikToks normally rack up a whole lot of 1000’s of views, with one getting practically 23 million.Stigma eliminated for nights outIf you’re having an evening out on the bar with your pals and also you’re the one one who isn’t ingesting, Avery mentioned, you would possibly really feel foolish holding a daily bottle of water whereas everybody else is ingesting beers and cocktails.Liquid Dying is designed to remove that second, he mentioned. “The Liquid Dying can, to be blunt, seems to be cool,” Avery mentioned. By placing nonalcoholic drinks in a bundle that appears like a beer can, he mentioned, it creates a psychological impact of constructing it simpler for somebody extra picture acutely aware to devour. Cessario has beforehand mentioned one inspiration for Liquid Dying got here when he realized that some musicians who most well-liked to drink water on stage have been pouring it into energy-drink cans for worry of embarrassment, in addition to sponsorship necessities. Certainly, Liquid Dying’s cornerstone market stays dwell entertainment-goers. And America’s greatest dwell occasions firm has purchased in. Reside Nation is one in every of Liquid Dying’s longtime buyers, and took part within the firm’s newest funding spherical. “We first invested in Liquid Dying as a result of we believed their model and group was an awesome match for the world of dwell music,” Reside Nation CEO Michael Rapino mentioned in a press release to NBC. “That’s confirmed to be a powerhouse mixture as water gross sales proceed rising throughout our occasions, all whereas demand for Liquid Dying is skyrocketing in different sectors as effectively.”Driving the sober boomLiquid Dying has already begun increasing into glowing water and iced tea because it additionally seems to be to capitalize on the surging development in sober or “straight-edge” customers who select to include nonalcoholic drinks into their lives, Avery mentioned.“I believe Liquid Dying in some ways could be thought of a non-alc play, constructing on the ‘sober curious’ pattern the place customers are ingesting much less alcohol and searching for out extra alternate options,” Avery mentioned.Liquid Dying’s broadening enchantment means it’s poised to take market share from each the water market in addition to the beer and newly rising nonalcoholic drink market, mentioned Dan Buckstaff, Chief Advertising Officer of SPINS, the market analysis group.“These classes are being pulled alongside by the general shopper pattern, and Liquid Dying has added on, however with higher packaging, a can vs plastic, and added on advertising and marketing and positioning that hits that candy spot,” Buckstaff mentioned. Cessario mentioned the model needs to serve evolving shopper tastes that proceed to shift away from conventional drink choices.“We’re making a wholesome beverage that works in social gathering events the place you in any other case don’t have many wholesome choices,” Cessario mentioned.