If the very name of your product taunts the ever-present riptide of mortality, you better be damn sure your product doesn't actually kill people. The now ironically named Death Wish Coffee Co. finds itself in such a predicament with one of its products, the Death Wish Nitro, which is now being voluntarily recalled for being possibly tainted with botulism, the bacteria that can weaken the muscles of the respiratory system...which can lead to death. They're really taking the viral marketing for that Bruce Willis reboot to the next level, amirite?
"After several rounds of successful testing, a process specialist has recommended that we add an additional step to our nitro cold brew production process," Death Wish explains on their website. "Based on these recommendations we've decided to recall all Death Wish Nitro cans."
The Round Lake, NY-based company calls this a "precautionary measure" and says that, so far, no death-wisher has fallen ill after consuming the canned coffee product.
Death Wish's statements about the recall also include a note about how nitrogen-infused coffee is a newer product and that there's a risk of Clostridium botulinum (C. botulinum) in "low acid foods commercialized in reduced oxygen packaging."
If you purchased Death Wish Nitro online, the company says they'll offer you a refund, and those who purchased from a retailer can bring in a receipt to get their refund. The announcement also talks about a "recall party," but a rep for the company tells Gothamist this was a "light-hearted way to get the word out about the situation."