Monster

The 'tour water' moment that sparked Liquid Death

At a 2007 Vans Warped Tour, Mike noticed bands pounding what looked like Monster cans in 98-degree heat. They were actually 'tour water' that Monster supplied in look-alike cans, because bands wouldn't drink energy drinks in the sun. That gap between cool packaging and a healthy product became the aha moment for Liquid Death.

“Monster gives all the bands— they look like Monster cans, but at the bottom it says tour water because they know, right, none of these bands are going to drink this stuff in the sun. So bands on stage are pounding what look like energy drinks to all these kids, but it's really just water. And I remember thinking like, that's so fucked up.”