Nick Martell

That bottle, it's actually made of glass, but it's designed to look like plastic.

It's called Lunin.

Yes.

It launched just six months ago, and it's already been named the top trending water brand by Elle magazine.

It was started by a venture capitalist with six million bucks in seed money.

Six bucks a bottle?

It's priced like Pope Leo has bathed in it.

It's priced like holy water.

It's an earlier stage company than we typically cover on the show, but Jack and I were fascinated by the brand because there are layers to this thing.

And with Liquid Death hitting a $1 billion valuation-

It's proof that brand can win, even in something as commodified as water.

Because besties, as you know from being fans of the show, we like to say that great brands have attention.

And the tension here is an anti-plastic illusion.

Illusion, because the Lunin bottle is ironically shaped to look like a regular old plastic bottle.

It's got those swirls and grooves that plastic water bottle companies give you to improve your grip, I guess.

And yet, it is made of glass.

But the whole value prop of Lunin is that it's the only water that has never once touched plastic.

Or as they would say, it's not just pure water, it's perfectly pure water.

Zero microplastics.

So they shaped the bottle to shape the conversation about the plastic, which the bottle is not.