The interesting thing with them is that it is entirely brand (and they know it). Ryssdal: Who is your competition then? Because the beverage space — and now th

The interesting thing with them is that it is entirely brand (and they know it). Ryssdal: Who is your competition then? Because the beverage space — and now the nonalcoholic water space — is populated by ginormous companies. And for as much success you’re having, you ain’t it. Do you worry about the Cokes and the Pepsis, or you’re like, “Yeah, you do your thing and I’m gonna do mine”? Cessario: We don’t worry about that at all. Because the hardest thing — anybody can put water in a can, right? But that’s not why we’re successful. Ryssdal: OK, wait, so why are you successful? Cessario: Because we’ve built a really strong brand that has created legitimate fandom and obsession for the product. And that is something that Coke and Pepsi historically have been really bad at doing, which is why they acquire companies more so than they create viral brands or fandom on their own.