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Intro
Mike’s background
Mike’s brandy startup
Navigating regulation
The benefits of being an outsider distrupting an industry
Coming up with the idea for Liquid Death
How to create an innovative brand
Selling the Liquid Death concept
Raising money for Liquid Death
Launching on Amazon
Generating demand in the early days
Figuring out distribution networks for the drinks industry
Why limited budgets helped Liquid Death grow
Why D2C was pivotal for Liquid Death
Liquid Death’s unique Super Bowl campaign
The power of the Liquid Death merch
Innovation for the future of Liquid Death
Scaling and exit
Having famous investors
Maintaining the challenger spirit
Mike’s advice to aspiring founders