Photo: courtesy of Path Water

Path Water, a company that sells bottled water in reusable aluminum containers, raised $30 million in Series A funding, the company tells Axios.

Why it matters: Selling less product over time is not traditionally a venture-friendly business model, but Path's large Series A implies its consumer-focused investors are willing to take the risk.

Details: Altos Ventures, a consumer-focused firm in Silicon Valley, led the all-equity round and will receive a board seat in the deal.

State of play: Bottled water is among the most visible components of consumer plastic consumption and has been the target of public service campaigns for decades, giving rise to two distinct types of sustainability focused companies.

Zoom out: Path is competing with heavy-hitting brands, and Liquid Death in particular has built a loyal following with a massive marketing machine run by its founder, a former creative employee at Netflix.