Bottled water firm seeks capital

Liquid Salvation Inc., the Reno company that's begun to find success selling water in a hip flask, is looking to raise capital for a nationwide rollout.

The company needs about $2 million to finance its expansion plans, said Chris Warner, its founder and president.

Liquid Salvation Water a plastic flask emblazoned with a 1940s-look pin-up girl logo currently is distributed in 12 states, mostly in the West. The company also nailed down a distribution deal with Amazon.com last month.

Since its first deliveries from the back of a pickup truck three years ago, the company has focused much of its sales effort on nightclubs, although it also sells its water through convenience stores and at spas and resorts.

Liquid Salvation Inc. produces its products under contract with independent bottlers. The company runs a warehouse in Sparks.

Warner said the company expects to use additional financing to build inventories, develop new products, step up its marketing and distribution efforts and hire key managers.

New products under development target specific demographic groups, much as Liquid Salvation Water targets the Gen Y/X demographic, Warner said.

To reach that demographic, the company has marketing alliances with MTV and New Line Cinema.

Along with Warner, a one-time Hollywood stuntman and Olympic athlete, Liquid Salvation's management team includes Chief Sales Officer Jim Spellman, a beverage industry veteran, and Creative Director Gil Gaus, a Lake Tahoe graphic artist.

Terry Oliver, co-owner of Reno Lumber, serves as interim chief operating officer of Liquid Salvation.