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Liquid Death is diving deeper into its edgy branding, this time by helping age whiskey in a custom-made casket.
The water company has teamed with Vermont-based WhistlePig Whiskey to launch a limited-edition spirit called WhistlePig GraveStock Wheat Whiskey, the companies announced in a joint statement. The new whiskey is aged with Liquid Death's mountain water and finished for two weeks in a handmade casket at WhistlePig's distillery.
The collaboration offers a dramatic spin on the familiar "pour one out" ritual. It also signals a broader marketing play aimed at consumers who are turning away from overly sweet spritzes and canned cocktails.
Despite its ominous branding, the whiskey is far from grim. WhistlePig describes the 86-proof wheat whiskey as having a lively, balanced flavor with notes of honeysuckle, biscotti and butterscotch. The core spirit is aged in traditional oak barrels for several years before spending its final aging period in the casket.
Whiskey Sales Lagging
The launch arrives as the spirits industry faces a slowdown. Sales growth has stalled following a pandemic-era boom, and several large distilleries have announced layoffs in recent months.
Newly appointed WhistlePig CEO Charles Gibb, who previously led Fever-Tree's U.S. operations, says this moment presents a window of opportunity for smaller, independent brands.
"The industry's having a tougher time than it's had for a while," Gibb told CNN. "But I see that as an opportunity for brands such as WhistlePig. We're not yet at massive national scale, and consumers are still looking for authenticity."
Both WhistlePig and Liquid Death have built reputations by leaning into bold branding and offbeat partnerships. WhistlePig has previously collaborated with Formula 1, rock legend Alice Cooper and outdoor brand Solo Stove. Meanwhile, Liquid Death is reportedly valued at $1.4 billion, and released limited-edition products with e.l.f. Cosmetics and Martha Stewart.
Tasting the Curious and Casual
Gibb said the partnership reflects the DNA of both companies -- unconventional, unapologetic, and built for attention.
"This is where one brand's DNA meets another's," he said. "It piques curiosity and opens both brands to new audiences."
He added that GraveStock offers an entry point for first-time premium whiskey drinkers, with a lighter, more approachable option for summer sipping.
The limited-edition WhistlePig GraveStock Wheat Whiskey retails for $74.99 per 750ml bottle. It is available online and at select retailers, restaurants, and bars while supplies last.
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