Are Americans Ready For Sparkling Wine In a Can? Liquid Death's Mike Cessario Thinks So

• Mr. Fancy is a new brand of RTD sparkling wine founded by Liquid Death’s Mike Cessario, Sezarac, and Crush Labs, positioning itself as an alternative to beer, hard seltzer, and malt-based RTDs.
• Calling itself “American Bubbly,” Mr. Fancy is entering the alcohol beverage space with a strategy similar to Liquid Death’s, offering an existing beverage in aluminum cans with irreverent marketing.

According to Liquid Death’s official lore, founder Mike Cessario was first inspired to create canned water with edgy branding back in 2008 while watching friends perform at a Warped Tour stop. Cessario noticed that performers, in an effort to appease the energy drink tour sponsors, were sipping plain H2O from the brand’s cans.

Liquid Death wouldn’t officially launch until a decade later, in early 2019, a few months after we asked if canned water could replace plastic bottles.