Liquid Death, Garage Beer Sell Out $18 Pee Jars With Jason Kelce

Liquid Death and Garage Beer want America's pee, and they wrote a song to ask for it.

The two beverage brands have released a music video starring Jason Kelce and Liquid Death's mascot, Murder Man.

It calls on fans to donate urine toward cooling artificial intelligence's water-hungry data centers.

The partnership started as a plan to co-package the two drinks on store shelves.

Polaroid got to this fight first with billboards in June, but Liquid Death and Garage Beer are the first to sell you an $18 pee jar.

"For us, it’s always been about forming relationships and building alongside people and brands that believe what we believe in," said Garage Beer CEO Andy Sauer, per USA Today.

"In this case, it’s enjoying a Garage Beer or Liquid Death energy and peeing on data centers to help save the world’s water supply."

While obviously a joke, the jars have sold out, and both brands are actually telling people not to mail their urine.

Overall, the campaign is what happens when two challengers with equally raunchy brand voices share one budget.

The Ick Factor Is the Point

In the video, Kelce and Murder Man rally the country to save and donate its pee, singing over footage that is, by design, hard to watch.

The bit sets up a real product, a resealable 16-ounce mason jar called the "Liquid Death x Garage Beer Data Center Coolant Collector," priced at $18.

Outside the ad, fans attending Cincinnati's Oktoberfest can also donate in person at official stations running September 17 through 20.

It's a rowdier, more topical swing than Liquid Death's collab with MrBeast's Feastables, which featured a bar-brawl parody ad for a Peanut Butter Cup soda.

This one skips product-first storytelling, hooks the gag to a live news story, and the raunch does the selling.

Sauer called the tie-up "an exciting moment for two brands that are making a lot of noise in their respective lanes."

Co-branding usually sands down whichever partner is weirder.

Keeping both of their voices at full volume is the tricky part of a stunt like this.

Two Challengers Rent a Bigger Story

U.S. data centers directly consumed about 17.4 billion gallons of water for cooling in 2023, per Lawrence Berkeley National Laboratory.

A single large facility can drink up to 5 million gallons a day, roughly what a town of 10,000 to 50,000 people consumes.

These figures back up the anxiety that Liquid Death and Garage Beer are using here.

And both brands have the sales growth to pay for the joke.

Liquid Death generated roughly $333 million in retail sales in 2024, up 27% year over year.

Garage Beer posted 66% dollar-sales growth in the two weeks ending May 30, 2026, per Nielsen data cited by Forbes.A few takeaways stand out for marketers eyeing a similar creative move:

• Ground the punchline to a live headline: Finding a way to tie the bit to an existing issue like AI's water use gives the campaign a news hook that makes it timely and informative.
• Let the physical product do double duty: The Coolant Collector turns the gag into a purchasable object, giving the campaign a retail component.
• Localize the payoff: Fastening in-person donations to a single event like Cincinnati's Oktoberfest gives press and fans a concrete moment to point to.

Liquid Death and Garage Beer are buying attention cheaply in a conversation that nobody expected them to join.

Our Take: Who Owns the AI Water Story?

Data center water use has mostly stayed as a fight between utilities, environmental groups, and tech companies.

Enter these two brands that showed up uninvited and addressed the issue for the price of a music video and a novelty collection bin.

To us, what's commendable is the fact that they can now insert themselves into an infrastructure problem the same way they might in a sports rivalry.

Both brands are as unpredictable as they come, having previously launched beer beds, chill drills, and even eyewear for the dead.

So we think that only Liquid Death and Garage Beer (with Kelce) could pull something like this off. 

We'd watch whether other brands start treating AI's resource strain or other serious issues as fair game for this kind of celebrity marketing stunt.

If it proves to be both effective in creating awareness, then the two struck gold and found a way to borrow relevance from a story much bigger than either brand.

Stunts like this one live or die on how far they travel across social and connected TV. 

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