SOURCE: Liquid Salvation

June 20, 2005 08:00 ET

Liquid Salvation Makes the Scene

LAKE TAHOE, NV -- (MARKET WIRE) -- June 20, 2005 -- Liquid Salvation, the bottled water brand with style and attitude to spare, is quickly gaining converts this summer, thanks in part to recent alliances as the official bottled water sponsor of two wildly popular television show crews, MTV's "Pimp My Ride," and "Monster Garage," starring motorcycle icon, Jesse James.

Liquid Salvation is the first company to bottle water in a flask, which they designed as a stylish replica of the World War II fighter pilot's flask. The convenience of this modernized design has also attracted many athletes, who appreciate its snug fit in a pocket or jacket -- as well as for travelers looking to economize luggage space.

The 1940s-style, sexy pin-up "She-Devil" label and cheeky tagline, "Pure Water for an Impure World," set Liquid Salvation apart from other brands of water. The Lake Tahoe-based company sources its water from natural mountain springs in the U.S. and encourages people to take a stance on environmentalism with their irreverent reminder on the label that reads, "Don't Be a Moron; Recycle!"

Since being launched last October, the brand has quickly developed a loyal following at some of the top nightclubs on the west coast, including the number one hip hop hot spot in Las Vegas, OPM, and Los Angeles' newest glamorous, A-list venue, Mood, whose celebrity guests include the likes of Jessica Simpson, Nick Lachey, and Charlize Theron. Although they are sold in traditional beverage outlets such as grocery and convenience stores, flasks of Liquid Salvation are also popping up at ski resorts, tattoo parlors, skate shops and trendy salons.

The Liquid Salvation Water Wagon, a colorfully wrapped 30-foot motor coach, has been frequenting festivals, special events and sporting events along the west coast to help build brand awareness.

"We're on a mission to combat the evil effects of dehydration, and this is a tremendous way to get our message out," said Liquid Salvation president, Chris "Reverend" Warner. "We're taking a medieval approach to the bottled water industry; town to town, village to village, with our battle cry, 'Ask for the Flask.'"

For more information, visit

Contact Information

    Lisa Elia
    Phone: 310-393-9547
    Fax: 310-393-7918
    e-mail: Email Contact