Liquid Death's Deathuccino Dispute: Spinal Tap Stunts Fuel Brand Boldness Amid Legal Battles
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Liquid Death's Deathuccino Dispute: Spinal Tap Stunts Fuel Brand Boldness Amid Legal Battles
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Liquid Death is making headlines this week for a trademark lawsuit brought by Death Wish Coffee in California federal court. The dispute exploded October 7 when Death Wish accused Liquid Death of trademark infringement amid rumors that the irreverent canned water brand would launch coffee-flavored beverages. The name at the center of the battle is Deathuccino, and Death Wish contends the move could confuse customers and dilute their established coffee identity. Liquid Death fired back on X two days later stating no actual launch for coffee is planned, arguing the patent application was purely precautionary and that no single company should own the right to the word death. Law360 and EMEgypt outline how Death Wish, already a major player in ultra-caffeinated coffee, is battling to keep its trademark untouched. This legal faceoff could set the tone for how aggressive beverage brands can get with edgy naming conventions.
Meanwhile, Liquid Death has doubled down on its pop culture connection with a spectacular Spinal Tap II cross-promotion. Just before the cult band’s new movie premiere, Liquid Death dropped an 11-pack of signed canned water priced at a rockstar-worthy $1,100, in reference to Spinal Tap’s classic amp joke. PRWeek and Marketing Partnerships gush about the partnership, emphasizing the rare collectible nature of the stunt and the viral promo video released this week. Spinal Tap’s live antics on Jimmy Kimmel helped the campaign explode across entertainment news, fusing music nostalgia and beverage branding.
Liquid Death’s creative marketing prowess is still a subject of trade talk. PRWeek’s CEO Adam Biddle even called its recent brand activity “a little too self-aware” in his review of creative industry hits and misses, though the brand’s over-the-top stunts maintain sky-high engagement. WARC’s latest review on humor in advertising points to Liquid Death as proof that comedy and boldness can transform even a beverage into a cultural craze—the company has turned the mundane act of drinking water into a rebellious myth that catches on in viral memes and fan-generated content. Instagram shows the VP of Creative speaking to students live this week, adding a dose of insider flair to the brand’s visibility among young marketers.
However, there are signs of turbulence. The Grocer’s October 8 column hints Liquid Death’s UK presence is currently paused due to unspecified challenges, marking a setback for its international expansion that could have lasting biographical impact if the brand doesn’t recover momentum.
There are no major headlines connecting Liquid Death to current Halloween campaigns or viral scandals, and their Instagram remains centered on humor, fan shoutouts, and environmental messaging, not controversy. While the brewing legal fight and celebrity endorsement stunts could shape the company’s trajectory, no substantial social media outcry or negative press has taken hold. For now, Liquid Death stays in the news, iconic for its oddball bravado, but the real significance will depend on how far the Death Wish conflict escalates and whether its limited-edition partnerships keep fueling industry buzz.
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