Liquid Death launched the ‘Pit Diaper’ to help metal fans survive mosh pits.
“If you’ve been to a concert, you know the scariest place isn’t the mosh pit,” the company said on its website. “It’s the bathroom. Now you can avoid having to brave that hellscape with the new Pit Diaper, powered by Depend!”
They also explained, “The Pit Diaper is an innovative new solution to help fans like you stay in the safety of the pit and still enjoy all the great-tasting Liquid Death you love! Powered by Depend, the Pit Diaper locks away recycled Liquid Death Mountain Water, Flavored Sparkling, and Iced Tea to give you all-show protection. Each Pit Diaper comes with a pack of 52 Depend Guards.”
The Pit Diaper, backed by drummer Ben Koller, holds recycled Liquid Death and stops odors right away. The concertgoers can stay in the mosh pit without worrying about leaks or missing songs. It works with Depend Guards for men and has a stylish design with quilted pleather, chains, and spikes to match any outfit.
Koller noted, “The show can’t be stopped for a bathroom break. With the Pit Diaper, I can hydrate without missing a beat.” The Pit Diaper is available only at liquiddeath.com/pitdiaper for $75.
Earlier this year, Liquid Death teamed up with e.l.f. Cosmetics for a corpse paint makeup kit and Yeti for a coffin-shaped cooler. In March, Liquid Death raised $67 million from new investors, including top distributors and well-known figures in entertainment and sports.
“Liquid Death has become the fastest growing and leading brand across the water, flavored sparkling water, and iced tea categories. We continue to see extremely strong consumer and retailer demand and are proud to have raised a strategic, oversubscribed, ‘up’ round to fuel our growth,” the founder and CEO of Liquid Death, Mike Cessario, said.
He added, “What began as appealing to inbound interest has culminated in a leading group of strategic investors from finance, entertainment, and distribution backgrounds. This round, coupled with the appointment of Stephen Ballard, a seasoned sales executive, and White Claw alum, will enable us to continue scaling a world-class distribution network to murder thirst and plastic bottles around the globe.”
The company is now valued at $1.4 billion, a big increase from previous rounds. Investor distributors include top names in North Carolina, Oregon, Utah, and Washington, along with others across the U.S. New investors include SuRo Capital, Live Nation, Science, Inc., and Gray’s Creek Capital Partners.
