Entry to the “Liquid Death Country Club” involves the simple act of selling your soul. The brand makes animated videos where a Liquid Death-headed monster goes around killing people with an axe.

They were never going to drink Deer Park.Īnd what, indeed, does water have to do with tattoo parlors, or skate shops, or a unsanctioned road race? Not much, necessarily - but when packaged as Liquid Death, everything. While I was confused at first by the choice of a canned water brand I’d never heard of, it quickly made complete sense. The route took us through Death Valley, so the vans were stocked with as much water as we could possibly need. I lost track of how many cans of Liquid Death I drank that weekend. The water itself was billed as “100% Mountain Water from the Austrian Alps.” The color scheme was cream, black and gold. The label featured gothic font, a melting skull (or a skull being devoured by worms, it was unclear) and a tagline: MURDER YOUR THIRST. Eventually, I managed to inspect the cans, which led me back to the source - a 12-pack of something called Liquid Death. It looked like a tall boy of Modelo, the sort you’d pick up before getting on the train. What? I looked around to see if anyone else had noticed. That said, I was a little surprised when one of them opened a beer early in the caravan.

It was a group of cool people who are used to doing cool things, we can leave it at that, and none of them were particularly surprised to find themselves suddenly relay-racing through Death Valley. There was a freelance copywriter who leads yoga retreats in Wyoming a former model who’s been on the cover of Elle the son of rock legend Alex Van Halen. Over Memorial Day weekend of last year I ran from Los Angeles to Las Vegas in less than two days with a coterie of rebel influencers.

Murder in the alps beer tap