Liquid Death’s next act: A whiskey aged in a casket
CNN
Liquid Death, the trendy water brand, is getting closer to living up to its name.
Liquid Death is getting closer to resembling its name. The trendy water brand is partnering with WhistlePig Whiskey to create a new whiskey partially aged in an actual casket at the Vermont distillery, and made with Liquid Death’s mountain-sourced water, the companies announced Wednesday. The limited-time release, called “WhistlePig GraveStock Wheat Whiskey,” is “pouring one out for the drinkers who know life is too short to drink anything but the best,” the companies said in a press release. The collaboration is taking aim at people who might be tired of spritzes, canned cocktails and beers. Rest assured, it doesn’t taste anything close to death: The wheat whiskey was aged several years in a traditional oak barrel and then finished in the custom-made casket — no actual corpses involved — for about two weeks. WhistlePig said what results is a lively, 86-proof spirit that has notes of honeysuckle, biscotti and butterscotch. For WhistlePig, the collaboration couldn’t have come at a better time. Spirit sales are sagging with major distilleries enduring layoffs following a post Covid-19 boon. That’s a challenge for WhistlePig Whiskey CEO Charles Gibb, who joined the company earlier this month from cocktail mixer company Fever-Tree. “The industry’s having a tougher time than it’s had for a while,” he admitted to CNN. “But, in a weird way, I see that as an opportunity for brands such as WhistlePig because we’re not yet at massive national scale and consumers are still looking for brands that have authenticity at their core.”
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