Core skater and CEO behind Liquid Death Mike Cessario has been focused on growing his brand while keeping up with his skating in the streets.
The brand, famous for slinging canned water with wild, in-your-face marketing, now beefing with Death Wish Coffee over something that isn’t even real, according to Liquid Death.
Liquid Death recently posted on social media that Death Wish Coffee and its lawyers have filed a lawsuit trying to stop them from launching their own coffee brand. The twist is that Liquid Death has no real plans to start selling coffee.
The post read, “@deathwishcoffee and its lawyers have filed a lawsuit in an attempt to stop Liquid Death from ever launching our own brand of coffee. BUT we have no real plans to actually launch a coffee.
”
The post went on to poke fun at the situation, suggesting that maybe Death Wish executives have had too much caffeine and are overthinking the future.
Cessario mentioned that Death Wish’s new CEO, Steve Gardiner, might benefit from trying Liquid Death’s upcoming better-for-you drink.
The drink, launching in January, is designed to be low in sugar, low in calories, and packed with essential vitamins, all with a moderate 100mg of caffeine.
Liquid Death also raised a point about the word “DEATH,” arguing that no single company should have exclusive rights to it, regardless of how it is used.
Since Death Wish filed a lawsuit over a product that doesn’t exist, Liquid Death invited fans to share their thoughts on social media and weigh in on the case.
The post threw some respect to the music and skateboarding scenes too, giving a shout-out to Deathwish Inc., the hardcore label that’s been running the streets for over 25 years, way before the coffee game showed up.
This goes to skating too for Deathwish Skateboards, proving the brand’s roots go deep in hardcore music and skate culture, not just coffee.
Brooklyn Projects skate shop owner Dom DeLuca even joked that Deathwish Skateboards should send a cease and desist for the brand name.
Bands like Converge got the shoutout as well, showing that Deathwish has been holding it down long before anyone thought to slap their name on a cup.