Why This
Belongs With You

Mike, Ricky,

Mike, your journey from Myspace to helping build Liquid Death is why I wanted to put this in front of you first. Myspace gave people a place to express who they were through music, friendships and community. Liquid Death gave people a product that could do something similar.

Mike Jones founded Science Inc., the venture studio behind Dollar Shave Club, Rover, and Pray.com. As CEO he ran Myspace's turnaround. And he was the first money into Liquid Death — Science led the seed round in 2019, when Liquid Death was a joke and a can rendering — and he has sat on its board through a $1.4 billion valuation.

Liquid Death was founded by Mike Cessario and is owned by Supplying Demand, Inc. It has raised more than $300 million and was valued at $1.4 billion in March 2024. Science Inc. led its January 2019 seed round of approximately $1.6 million.

People can become fans before they become customers.

I've been watching Liquid Death long before it became a billion-dollar company.

Back when I was on Warped Tour with August Burns Red, I remember looking around in the middle of summer and seeing everyone drinking what looked like tallboys of beer.

Except it wasn't beer. It was water.

That moment stuck with me. One of those rare ideas that made you stop and think, "Of course. Why didn't anyone do this before?"

Then something interesting happened. Shortly afterward, other beverage companies started reaching out on their own. Ape Water showed up. Other brands followed. We weren't asking for them. They wanted to be associated with what we were building.

That taught me something important.

Great brands don't simply advertise. They become part of culture.

Since then, I've watched Liquid Death evolve from water into something much bigger.

• Sparkling water
• Flavored water
• Iced teas
• Electrolytes
• Energy
• Merchandise
• Festivals
• Comedy
• Content
• Partnerships

Every expansion has followed the same philosophy.

Liquid Death isn't a beverage company. It's an entertainment company that happens to monetize through beverages.

I've seen the festival installations. I've watched the brand take over Bonnaroo and countless other events. The Death Certificates. The merch. The collaborations. The internet break over campaign after campaign.

The genius was never just the product.

The genius was changing what water meant.

My background is unusual: former evangelical pastor, XXXchurch, ChristianCannabis, plant medicine, and now Digital Rose, exploring AI, art, consciousness and identity. I understand the religious world from the inside. I am not an outsider borrowing religious language.

Science's involvement with Pray.com makes that intersection especially interesting to me. Spiritual Plants is a different proposition, not an extension of Pray.com, but it also starts with the human desire for meaning and belonging.

Today, we're represented by Post Oak Group as we explore strategic opportunities. One of the first questions we've been asked is simple:

"What house does Holy Water belong in?"

For me, the answer has always been obvious. Liquid Death understands how to build mythology around water.

Not because Holy Water is another beverage. Not because it's another hemp product. Because I believe we're building something that expands the emotional universe you've already created.

Liquid Death transformed hydration into rebellion. Holy Water transforms hydration into ritual.

Those aren't competing ideas. They're complementary ones.

What would make someone become a fan of Spiritual Plants even if they never bought a bottle?

Mike, that is the bigger company-building question. Spiritual Plants brings together spirituality, plant medicine, ritual, art, music and creative communities. Holy Water is a way into that world, not the limit of it. The opportunity is a cultural brand, not just another hemp company.

Ricky, the financial case still matters: disciplined pricing, margin, capital efficiency and a realistic path to distribution. Culture can create attention; repeat demand and sound operations have to turn it into a durable business.

We are seeking a conversation about strategic backing, company-building support and a potential Liquid Death partnership, with the structure and economics to be evaluated together.

Our thesis is simple: identity creates community. Community can create distribution. And that can build a business much bigger than the original product.

The genius of Liquid Death was never the water. It was changing what water meant.

Holy Water is asking the same question from the other side of the street: what does it mean when the can is a sacrament?

You were the first to believe in them. I'm asking you to be the first to believe in this.

— Craig Rose, Co-Founder, Spiritual Plants