Liquid Death Is Dropping An American “Champagne”

It’s true. Hell has finally frozen over. Liquid Death is diving into the alcohol market. You know, the water company whose whole schtick has been to create cans that fit in at a club? That one? Yeah. I guess that’s what happens when you finally make every flavor of water imaginable including spicy water and Fruity Pebbles.

Videos by Sporked

What We Know So Far

The spirits company Sazerac is collaborating with Mike Cessario (founder and CEO of Liquid Death), Liquid Death’s internal creative agency Death Machine, and Crush Labs to make this new canned bubbly wine named “Mr. Fancy.” I wish that name was a joke. Mr. Fancy will be available in Brut and Rosé varieties and come in, as you can imagine, a can. It has to have that Liquid Death touch.

Canned American Bubbly

Let’s call a spade a spade. This is American Champagne. It’s just that legally Champagne can only be called Champagne when it’s bottled within 100 miles of the Champagne region in France. So instead, Mr. Fancy calls itself a canned American bubbly. It leans into the fact that it is a bubbly wine by trying to stand out as a smoother option to a light beer or a seltzer.

Edge Lords Run the Marketing

I give Liquid Death a lot of leeway because of what they’ve done for sober people out there. I commend them for giving a cool looking can that you’re not afraid to pull out in front of your friends. My patience may be wearing out with this “Mr. Fancy” though. From the name to the marketing, it’s just giving a major cringe factor.

The first line of the marketing for this new product mentioned a “romantic French cave where sommeliers whisper poetry to grapes” to highlight how their product differs. I don’t know about you but that sounds like a nice life for a grape. I’m even a little jealous. They’re very much leaning into the hoorah America of it all by trying to be a Champagne for the blue collar.

Fine, I’ll Check It Out

Like I said, I have a lot of respect for Liquid Death. If their name is attached to this new drink, no matter how cringe it sounds, I’ll check it out. If you want to join me, you’ll soon be able to find Mr. Fancy in limited markets beginning October 1st in six-packs of Brut and Rosé varieties. Just please don’t make me regret it, Mr. Fancy.