Liquid Death May Just Be The 'Fastest Growing Non-Alcoholic Beverage Of All Time'

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

Liquid Death May Just Be The 'Fastest Growing Non-Alcoholic Beverage Of All Time'
Liquid Death Files Paperwork to Raise $15 Million

When Santa Monica-based Liquid Death launched with funding from neighboring venture capital firm Science Inc. in 2018, the Los Angeles startup world – and everyone else – had nothing but jokes. But with the company’s latest $700 million valuation, it appears the joke is on the rest of us.


“We believe Liquid Death may be the fastest growing non-alcoholic beverage of all time,” Science co-founder and Liquid Death board member Peter Pham wrote in an Oct. 3 blog post. “From our research, it took Monster four years and Celsius 12 years to reach the level of retail success Liquid Death has had in just three. Liquid Death is projecting $130M in revenue in 2022, up from $45M in 2021 and is on pace to double next year.”

Liquid Death’s valuation came on the heels of a $700 million Series D round led by Science, which included investors Live Nation, PowerPlant Partners and Hinge Capital.

Since Liquid Death is private, we don’t know their net loss figures.

"We're using Liquid Death's platform, which we built by creating viral entertainment, to shift consumption habits toward health and sustainability," co-founder and CEO Mike Cessario told dot.LA via email Tuesday. "People are stocking up on cases of Liquid Death for house parties and drinking more water at festivals... We've fostered a cult following that's translated into success."

Liquid Death’s website manifesto reads: “We’re just a funny water company who hates corporate marketing as much as you do,” Ironically though, it’s been their marketing approach that’s catapulted Liquid Death to become one of Amazon’s top-10 best-selling water brands.

Part of that approach included jolting the brand to ubiquity. If you’ll recall, the brand was everywhere seemingly overnight from the get-go. This was because the founders saw the value in taking a small loss first to bring their product to the masses – giving tech events cases of Liquid Death to expose people to the brand and, most importantly, get a local tight-knit circle of potential backers talking.

While Liquid Death has long been a staple at LA tech events, it quickly turned that trickle of interest from local startups into a deluge of orders from established retailers, inking distribution deals with national chains including 7/11, Amazon’s Whole Foods, Publix, and Sprouts. 7/11 initially accepted Liquid Death in August 2020 as part of a trial run for startup snack and beverage brands, and the deal stuck. The brand expanded to Publix and Sprouts stores by last December.

The other aspect of Liquid Death’s ingenious marketing campaign was appealing to sober punks or tech bros who still wanted to feel cool at a gig while holding a non-alcoholic tallboy. The brand quickly won over notable now-sober celebrities like Steve-O, who frequently uses the water on his podcast “Steve-O’s Wild Ride,” and helps the company’s mission to make drinking water cool.

It helps that Cessario is a former creative director for Netflix who knows the power of a good celebrity ad campaign. Last October Cessario recruited Chace Crawford to reprise his character of The Deep (from Amazon’s hit show “The Boys”) to become the company’s “chief sustainability officer”.

Liquid Death’s also recruited comedian Bert Kreischer, adult film actress Cheri DeVille and rapper Wiz Khalifa to do promos. Two years ago, Liquid Death surprised the advertising world by turning negative reviews into a heavy metal album for sale.

The metal album “Greatest Hates” was an attempt to turn bad publicity into sales, and it mostly worked. The album wasn’t a chart-topper, but it certainly got people talking about the product on social media, even the haters. They later doubled down with “Greatest Hates: Vol. 2” the same year, featuring more angry reviews. And a month ago, the brand signed a “pro waterboy” for $100,000 in an act that further solidified their tendency toward irreverent marketing campaigns.

One could even argue that the water brand’s marketing strategy has been so effective, it’s kept most consumers from asking thornier questions about Liquid Death’s business. The company’s calling card is “death to plastic,” but aluminum isn’t exactly sustainable, either.

Still, it remains to be seen if Liquid Death can take over the beverage industry. It is, after all, just one company competing against giants like Nestle, which owns a portion of the upscale water market with holdings in Perrier and San Pellegrino. Not to mention Coca-Cola, whose portfolio includes Dasani, Smart Water, and Topo Chico brands. But none of these brands have the “cool factor” Liquid Death is going for, so maybe its bombastic marketing will give these legacy brands a run for their money.

"After just six months in the market, our flavored sparkling waters are outselling Aha, Bubly, Poland Spring and San Pellegrino in stores," Cessario claimed. "We are the No. 1 dollar contributor to the water category growth over the past year in Whole Foods and are the fastest growing still water brand in Walmart over the last year."

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Two LA Startups Raised $2.37B to Build What AI Needs

🔦 Spotlight

Happy Friday, LA.

The largest checks in tech are increasingly going toward companies trying to build their way out of America’s biggest physical constraints.

This week, two Los Angeles startups raised a combined $2.37 billion in equity to tackle two particularly urgent ones: how the country manufactures critical hardware and where it will find enough electricity to power the AI era.

Torrance-based Hadrian is building highly automated factories for defense and aerospace. El Segundo’s Valar Atomics wants to manufacture nuclear reactors at scale. Different industries, same underlying bet: the next generation of technology will depend on our ability to produce physical infrastructure much faster than we do today.

Hadrian raised $1.37 billion in Series D funding, bringing its valuation to $7.87 billion. The company plans to use the capital to open new factories, expand research and development, and increase its capacity to produce critical defense, aerospace and industrial systems.

Hadrian’s pitch is straightforward, if wildly ambitious: America needs to relearn how to build things and build them quickly.

Its factories combine skilled workers with AI, robotics and proprietary software to manufacture precision components and, increasingly, complete mission-critical systems. Its customers include defense giants such as Lockheed Martin and RTX, along with newer players like Anduril.

The company has come a long way from simply making aerospace parts. Hadrian is positioning itself as a piece of America’s industrial infrastructure, offering manufacturers a way to rapidly scale domestic production at a time when wars abroad, strained supply chains and growing defense demands have made the country’s manufacturing gaps increasingly difficult to ignore.

Investors are clearly buying the argument. The new round comes just over a year after Hadrian raised $260 million, suggesting that “reindustrialization” has officially graduated from venture capital buzzword to billion-dollar investment thesis.

Meanwhile, roughly 15 miles away in El Segundo, Valar Atomics is moving even faster than its enormous ambitions suggested.

When we last wrote about Valar, the company was reportedly raising $450 million at a $2 billion valuation and racing to prove that nuclear energy could move on AI’s timetable. Now, it has closed a $1 billion Series B led by Sequoia Capital, secured an additional $200 million credit facility and reportedly reached a $6 billion valuation.

Valar is developing standardized, factory-built nuclear power plants designed to avoid the enormous costs and decades-long construction timelines associated with traditional nuclear projects. Its goal is not merely to build a working reactor, but to eventually manufacture fleets of them.

That ambition also sounds considerably less theoretical than it did when we first covered the company. In June, Valar’s Ward 250 reactor achieved a self-sustaining nuclear reaction. Just one week later, the company demonstrated the reactor generating electricity to power an Nvidia Blackwell system. Valar now says the new funding will help it move from proving its technology works to producing reactors at scale.

The timing is no coincidence. AI’s enormous appetite for electricity is forcing the tech industry to confront a basic reality: the cloud still has to plug into something. Training models and operating massive data centers will require far more reliable power, and nuclear energy is rapidly becoming one of Silicon Valley’s favorite answers.

Hadrian and Valar may be solving different problems, but their unusually large rounds point to the same shift. AI can design, predict and automate, but it cannot manufacture a missile component or generate a megawatt of electricity on its own. That requires factories, energy systems, supply chains and a great deal of capital.

For years, venture-backed companies competed to build the software layer. Now, some of the biggest bets are being placed on the infrastructure underneath it.

The future may run on AI. But first, someone has to build what keeps it running.

More from this week’s LA startup and venture scene below.

🤝 Venture Deals

    LA Companies

    • Endeavor Optical Networks emerged from stealth with $10.75M in seed funding from General Catalyst and Andreessen Horowitz to develop a satellite network that uses lasers to move data between continents. The startup plans to use the capital to build an optics lab, hire engineers and conduct ground testing ahead of a demonstration satellite launch targeted for late 2027. - learn more
    • Actualyze AI emerged from stealth with a $7M seed round backed by Storm Ventures, Canaan Partners, Morado Ventures and AME Cloud Ventures. Its platform gives enterprises a central control layer for managing AI usage across teams and applications, helping them enforce security policies, track spending, route requests between models and maintain audit trails. - learn more
    • Blaze.tech raised $8.5M in pre-seed funding led by Friale, a healthcare-focused venture firm founded by the family behind HCA Healthcare. The company helps digital health startups, providers and payers turn AI-generated prototypes into HIPAA-compliant software for uses including e-prescribing, EHR integrations, telehealth and auditing. - learn more

    LA Venture Funds
    • Canon Capital participated in Oligo Security’s $60M funding round alongside Ballistic Ventures, Greenfield Partners, Lightspeed Venture Partners, Red Dot Capital Partners, TLV Partners and other investors, bringing the cybersecurity company’s total funding to $140M. Oligo will use the capital to accelerate product development and expand its global go-to-market operations as it helps organizations detect and block software exploits in real time. - learn more
    • Matter Venture Partners participated in Volta’s seed and Series A financing alongside Azora, Andreessen Horowitz, Altimeter, NVIDIA and Michael Dell’s family office, valuing the AI infrastructure startup at $2.4B. Emerging from stealth, Volta plans to use the backing to develop and operate large-scale AI data centers, supported by a $5B infrastructure financing program with Azora and a $10B European compute partnership. - learn more
    • Cedars-Sinai participated in Cirrus Therapeutics’ expanded seed financing through its Intellectual Property Company, bringing the ocular immunology biotech’s total funding to $14.7M. Cirrus will use the backing to advance its gene and cell therapy pipeline, including a lead treatment for geographic atrophy, while a new collaboration with Singapore Eye Research Institute and Duke-NUS will support research, clinical development and expansion across Asia-Pacific. - learn more
    • Strong Ventures made a follow-on investment in Ready Robust Machine’s ₩13.4B Series B, which was led by Quantum Ventures Korea and brought the heavy-equipment technology company’s total funding to ₩22.9B. The company develops energy-recovery systems for hydraulic machinery and will use the capital to build out mass production, expand its data services and enter the Japanese market. - learn more

    LA Exits

    • Artium has been acquired by global consulting firm AlixPartners, bringing its expertise in building enterprise-grade AI agents for clients including BNY Mellon, Mayo Clinic and eBay to a broader global platform. The company will continue operating as a distinct team under the name Artium by AlixPartners, retaining its founders, employees, methodology and research relationships. - learn more

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      How Replify Found Its Niche and an Acquirer

      🔦 Spotlight

      Hello LA,

      This week’s startup story began three years ago with an AI assistant built for almost any small business. It ended, or perhaps graduated, with an acquisition by one of the fitness industry’s largest technology providers.

      ABC Fitness has acquired Replify, an AI platform that manages customer communication for gyms and wellness businesses across phone, text, email and chat. Its virtual agents can answer questions, qualify leads, schedule tours and classes, follow up on missed calls and run outbound campaigns. Financial terms were not disclosed.

      Before Replify found its footing in fitness, it was HeyLibby, a general-purpose AI assistant founded in 2023 by former Zillow colleagues Spencer Rascoff, Tony Small and Anna Rodriguez. The company was incubated inside Rascoff’s 75 & Sunny Labs and initially set out to help small businesses turn incoming messages into qualified leads.

      That broad vision gave HeyLibby a large potential customer base, from real estate agents and contractors to hairstylists and event planners. But as the team searched for product-market fit, one industry’s problem stood out. Gym and wellness employees were often too busy helping customers in person to answer every call, text or email, leaving prospective members waiting and potential revenue on the table.

      That insight reshaped the company. HeyLibby narrowed its focus to fitness and wellness, raised a $4.5M seed round in 2025 and later rebranded as Replify. It went on to work with brands including Gold’s Gym and UFC Gym, proving that its AI agents could do more than answer routine questions. According to the company, customers have captured up to 10 times more leads and shortened sales cycles from roughly 30 days to as little as three to five days.

      ABC Fitness became a natural next step. The company provides software to more than 30,000 fitness businesses serving over 40 million members worldwide. By adding Replify to its platform, ABC can offer gyms an always-available AI front desk while bringing Replify’s technology to a much larger global customer base.

      Replify’s journey offers a useful lesson amid the rush to build AI products for everyone. The company began with a broad promise, identified a customer with a specific and expensive problem, and built deeply around that need. Gym owners did not need another flashy chatbot. They needed someone to answer the phone when the front desk could not.

      Sometimes the smartest AI strategy is simply picking up the call.

      More from this week’s LA startup and venture scene below.

      🤝 Venture Deals

        LA Companies

        • Dimension raised a $1.65M seed round backed by Science Inc., UpscaleX, OpenSky, Long Run Capital, 1864 Fund and others. The profitable social-commerce company will use the funding to launch Seller OS more broadly, an agentic AI platform that automates TikTok Shop operations for brands and agencies. - learn more
        • Procode raised a $10M Series A led by Health Velocity Capital, bringing its total funding to $14M. The AI-powered medical billing company will use the capital to acquire two additional billing businesses and expand its platform beyond plastic surgery and dermatology into all surgical specialties and ambulatory surgery centers. - learn more
        • Antares raised $470M in Series C financing, including $370M in equity and $100M in debt, in a round co-led by Paradigm and Caffeinated Capital. The nuclear energy company will use the capital to commercialize its autonomous microreactors, with an electricity-producing model planned for 2027 and initial deployments at U.S. military installations beginning in 2028. - learn more

        LA Venture Funds
        • Wilshire Lane Capital participated in Ellis’ more than $10M seed round, which was led by First Round Capital and included Kearny Jackson, 645 Ventures, Harlem Capital, Khosla Ventures and others. Founded by Cadre founder Ryan Williams, Ellis has emerged from stealth with an AI-native operations platform that helps private credit managers reconcile fragmented data and automate workflows such as portfolio monitoring, investor reporting and compliance; the funding will support team growth and further product development. - learn more
        • Rebel Fund participated in Dili’s $15M Series A, led by Khosla Ventures, bringing the AI compliance company’s total funding to $21.7M. Dili helps energy, construction, infrastructure and manufacturing companies identify compliance issues by reviewing project data in real time, and will use the funding to expand its team and broaden its platform into additional audit and waste-detection workflows. - learn more
        • B Capital led ChipAgents’ $60M Series A2, which brought the semiconductor AI startup’s expanded Series A financing to $134M. ChipAgents will use the funding to scale customer deployments, expand its engineering and go-to-market teams and further develop its AI platform, which automates complex chip design and verification workflows. - learn more
        • StoryHouse Ventures participated as a returning investor in Henry AI’s $16.5M Series A, led by FirstMark Capital with backing from Thomson Reuters Ventures, Y Combinator and others. The commercial real estate AI company will use the funding to expand its engineering and product teams and scale Henry Deal, a platform that automates underwriting, offering materials and other back-office work throughout a transaction. - learn more
        • Walkabout Ventures and Bungalow Capital co-led Discern’s $10M Series A, bringing the company’s total funding to $17.5M. Discern provides a software-based registered agent service that automates state filings and compliance tasks, and will use the capital to scale its platform following fourfold annual recurring revenue growth in 2025. - learn more
        • Starshot Capital participated in Quercus Biosolutions’ oversubscribed $5M seed round, which was led by Serra Ventures and included several climate, agriculture and grower-backed investors. The agtech startup will use the funding to expand its pipeline of AI-designed proteins for fighting herbicide-resistant weeds, begin regulatory work and explore applications targeting fungi, insects and other crop pests. - learn more
        • B Capital co-led Flourish Health’s $26M Series A alongside F-Prime and Cherryrock Capital, bringing the youth mental health provider’s total funding to $46M. Flourish will use the capital to expand its psychiatrist-led, in-home care model nationwide, hire and train clinicians and further develop its AI-enabled platform for coordinating care. - learn more
        • Powerhouse Capital participated in European Technology Network’s $1.6M seed round alongside Axel Springer, a LADbible co-founder and angel investors from OpenAI and DeepMind. The London-based tech media startup will use the funding to open a larger studio, expand its team, launch a newsletter and increase its livestreamed programming from two shows per week to five. - learn more

        LA Exits

        • Saltair, the Los Angeles body-care brand founded by model and entrepreneur Iskra Lawrence, is selling a majority stake to private equity firm TSG Consumer. Financial terms were not disclosed, but the deal will support Saltair’s expansion across e-commerce, retail and new products, while Lawrence transitions into the role of chief community advocate. - learn more
        • Digital marketing agency GR0 plans to acquire Ultimate AI’s enterprise deployment division and use the team’s technology to launch a new company called GR0 AI. The platform will deploy AI agents across brands’ customer data, commerce and marketing systems to personalize outreach, recover abandoned sales and generate measurable revenue; financial terms were not disclosed. - learn more

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          From Uber to Atoms: Travis Kalanick’s $1.7 Billion Return

          🔦 Spotlight

          Hello LA,

          Nine years after his turbulent exit from Uber, Travis Kalanick is back with a new company, an enormous war chest and, apparently, some unfinished business.

          Los Angeles-based Atoms announced this week that it has secured a $1.7 billion equity investment led by Andreessen Horowitz, with a16z cofounder Ben Horowitz joining its board. Bain Capital, Fifth Wall, Uber and several other investors participated, while a roster of major banks, including Goldman Sachs, JPMorgan and Bank of America, are listed as debt partners.

          Yes, Uber itself is now backing the comeback of its famously ousted cofounder. Silicon Valley may preach disruption, but it has always appreciated a good redemption arc.

          Atoms is the culmination of the company Kalanick has spent the past eight years building largely out of public view. Formerly known as City Storage Systems, the parent company behind CloudKitchens, it is now bringing its businesses together under one ambitious umbrella: Atoms Food, Atoms Mining and Atoms Transport.

          The premise is that AI’s next major frontier will not be confined to screens, chatbots or software. Atoms wants to build what Kalanick calls a “computer for the physical world,” using software, sensors, robotics and AI to automate how physical goods are produced, stored and moved.

          That means tackling decidedly unglamorous but enormous industries such as mining, construction, food production and heavy transportation. Rather than betting on humanoid robots that can theoretically do everything, Atoms is focused on specialized machines designed to perform specific, economically useful jobs.

          In other words, the robot does not need a face. It needs a business model.

          For a16z, the investment is as much a bet on Kalanick as it is on industrial AI. In an essay bluntly titled “Travis Is Back,” Horowitz argues that Kalanick possesses the rare mix of technical range, endurance and sheer force of will required to drag old-line industries into a new technological era. The firm’s broader thesis is that robotics will eventually handle much of the repetitive work involved in making, moving and storing physical goods, creating a market potentially as consequential as computing itself.

          There is also some history being settled. Kalanick, Horowitz and Marc Andreessen nearly partnered during Uber’s early days but never completed the deal. In a new conversation about Atoms, Kalanick and Horowitz revisit that missed opportunity and the long road that brought them back together. Sixteen years later, the check is considerably larger.

          The scale of the investment is remarkable, but so is its location. Atoms is headquartered in Los Angeles, giving the city a front-row seat to one of tech’s boldest industrial AI bets. It also reinforces something increasingly evident across LA’s startup ecosystem: the next era of AI will not only be written in code. It will be built in kitchens, warehouses, mines, vehicles and factories.

          Whether Atoms becomes the operating system for the physical world or simply proves that even $1.7 billion cannot make atoms behave like bits remains to be seen. But Kalanick is taking another enormous swing, and this time, Los Angeles is where the comeback story begins.

          More from this week’s LA startup and venture scene below.

          🤝 Venture Deals

            LA Companies

            • Hawthorne-based Andrenam raised an $18M Series A led by Upfront Ventures, with participation from Valor Equity Partners, Also Capital, First Round Capital and Long Journey Ventures, bringing its total funding to $30M. The maritime defense startup will use the capital to scale production of its sonar-equipped buoys and expand its AI-powered platform for detecting and tracking underwater activity. - learn more
            • Long Beach-based Bluecore Energy emerged from stealth with approximately $10M in oversubscribed financing led by Slauson & Co., with participation from Harlem Capital, Precursor Ventures, Hartbeat Ventures and others. The company is developing small modular nuclear reactors that can operate aboard floating barges and deliver zero-emission power to ports, data centers and other critical infrastructure. - learn more
            • Vikk AI raised $4.2M across a $700K pre-seed and $3.5M seed round, with backing from MagnaSci Ventures and several angel investors. The legal AI startup will use the funding to expand its consumer assistant, document tools and advertising platform that connects users with lawyers based on their needs and location. - learn more
            • Final Boss Sour raised $4M in strategic funding from Evolution VC Partners, The Angel Group, Mondelēz International’s SnackFutures Ventures and others, bringing its total funding to $12M. The gaming-inspired real-fruit snack brand will use the capital to expand into major retailers, including Walmart, Kroger, Target and 7-Eleven, while developing new products and collaborations. - learn more

            LA Venture Funds
            • Overture Ventures participated in Fluxco’s $26M seed round, led by 8VC and Congruent Ventures, alongside Trust Ventures, Koch Disruptive Technologies and others. The Austin startup uses AI to help companies source electrical transformers from more than 150 manufacturers, reducing a procurement process that can take months to just days. - learn more
            • Alexandria Venture Investments and Wedbush Healthcare Partners participated as returning investors in Crystalys Therapeutics’ oversubscribed $130M Series B, which was led by Frazier Life Sciences. The San Diego biotech will use the funding to advance Phase 3 trials and commercialization preparations for dotinurad, its once-daily oral treatment for gout. - learn more
            • Rebel Fund participated in Klaimee’s $5.5M seed round, led by FundersClub’s Alexander Mittal and backed by ex/ante, Pioneer Fund, Y Combinator and others. The San Francisco insurtech startup certifies and insures autonomous AI agents, helping businesses manage financial and liability risks that traditional cyber and technology policies may not cover. - learn more
            • M13 participated in Skyfall AI’s undisclosed funding round alongside Fidelity, Inovia Capital, Touring Capital, NextView Ventures and Garage Capital. Founded by former Microsoft researchers, the San Francisco startup is developing AI systems capable of making long-term decisions across finance, operations, marketing and other business functions, with the goal of building an autonomous enterprise. - learn more
            • Interlagos Capital led Beyond Reach Labs’ $10M seed round, with participation from TerraForge Capital, Off-Piste Capital, Y Combinator and Augur VC. The startup will use the funding to scale production of its deployable solar-array hardware for satellites at a new 16,000-square-foot facility in Brooklyn, with plans to achieve flight qualification by the end of 2026. - learn more

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