They are not selling water. They are selling an image and an aspiration: tap water is for boring, conventional, cheap people. 'Liquid Death' is for progressive

They are not selling water. They are selling an image and an aspiration: tap water is for boring, conventional, cheap people. 'Liquid Death' is for progressive bros to drink at the bar while their buddies drink up. 'Skate or die + Organic'. (Obviously this is ridiculous, rationally, but this is how consumers (including us) act). Bars would much rather sell you branded water than give you free tap water, just as restaurants do.