Yahoo TV

Canned water company Liquid Death has become a rising brand in internet circles and music scenes, particularly for its trendy tallboy packaging. Liquid Death Founder and CEO Mike Cessario managed to give water a whole new look, leveraging the popular aesthetic to expand Liquid Death's catalog to now include cans of lemonade and iced tea.

Cessario joins Yahoo Finance Live anchor Josh Lipton and reporter Brooke DiPalma to talk about Liquid Death's marketing and its partnership with concert promoter Live Nation (LYV)

"All the fun marketing for most food and beverage brands are for unhealthy things. anything that's funny or exciting is typically for candy, junk food, fast food, beer. So we're trying to make a healthy brand that markets in the same funny and fun way as... unhealthy brands," Cessario explains. "We're even starting to source occasions from the beer side of things because this is more of a replacement for beer or soda in people's routine..."

Cessario also touches on whether a TikTok ban in the US will put a drag on Liquid Death's online exposure and the brand's general pricing in the food category.

For more expert insight and the latest market action, click here to watch this full episode of Yahoo Finance Live.

Editor's note: This article was written by Luke Carberry Mogan.