Liquid Death and Spinal Tap crank the volume with a $1,100 water collab

To mark the long-awaited sequel to This Is Spinal Tap, the band that turned amps up to 11 is now doing the same with canned water.

In partnership with Liquid Death, Spinal Tap released a limited-edition 11-pack of “beer-like” water, playing into both brands’ shared love of parody, metal iconography and theatrical excess.

Each 12 oz can is signed by the original band members, and each box (there were only 11 total) went for $1,100. They sold out almost immediately.

The launch spot features Rob Reiner reprising his role as Marty DiBergi alongside the full Spinal Tap lineup Christopher Guest, Michael McKean, and Harry Shearer attempting to promote a drink they assume is beer.

In true Spinal Tap fashion, confusion ensues. “This is water?” one of them says. “Feels like beer.”

For Liquid Death, the crossover is a full-circle moment. “It was a dream come true,” says Andy Pearson, VP of creative. “So many of us grew up on Spinal Tap. It was surreal to see the guys holding cans of Liquid Death.”

True to the band’s improv-heavy style, the team went in with a loose idea and let the cast run wild on camera.

The campaign follows Liquid Death’s established pattern of pushing parody and nostalgia to absurd heights.

In June they launched Infinite Ozzy a hyper-limited run of iced tea cans that come infused with actual Ozzy Osbourne DNA.

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