Death, Skulls & Caffeine: Inside the Booming Business of Metal Band-Branded Coffee
From Cannibal Corpse to August Burns Red to GWAR, the heaviest bands in music are teaming up with an unexpected new partner: coffee brands.
When he’s not obsessed with the double-bass patterns in “A Skull Full of Maggots” and “Hammer Smashed Face,” Cannibal Corpse’s Paul Mazurkiewicz Jr. contemplates coffee. “Always thought, in the back of my mind, ‘It’d be cool to have a Cannibal Corpse coffee,’ ” he says. So when Mike Tonsetic, a founder of Concept Cafes, reached out to the death metal drummer on Instagram and proposed the band-branded Bali-blend Beheading & Brewing, Mazurkiewicz responded: “Sounds like what I was thinking about for years. Why not?”
Introduced on Halloween 2022 and emblazoned with album cover artist Vince Locke’s image of a disemboweled zombie drinking from a decapitated head, Cannibal Corpse coffee bags have been “selling really well” on tour and online, according to Mazurkiewicz. And it’s part of a new branding formula in heavy music: touring stars from GWAR (“Espresso Destructo”) to August Burns Red (“Revival Roast”) aligning themselves with gourmet blends, copious caffeine, black bags and scary artwork.
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“We thought it was going to be hell-raisers and beer drinkers shooting us down and saying, ‘Coffee is stupid,’ ” says Tonsetic, whose Orlando, Fla.-based company has also teamed with Ministry, Soulfly and Suicide Silence’s Chris Garza. “But metal fans in their 40s-plus, a lot of them are sober and not just drinking beer. They’re getting into other things, whether it’s coffee or tea.”
Rockers have teamed with coffee companies for years. Iggy Pop customized a blend with Portland’s Stumptown Coffee in 2019, and KISS (of course), Dropkick Murphys and members of Green Day have put out their own brands. While hard-rock bands have historically focused on branding bourbon and other alcohol products, in recent years, the estimated $458 billion coffee industry has come for metal, often through roasters with “death” in their names and skulls in their logos. “Like everything, after a couple happen, everyone starts doing it,” says Cory Brennan, founder of 5B Artist Management, whose clients Slipknot and Babymetal do not have their own blends. “The coffee-metal world is getting saturated, but there are some great ones.”
Metal-branded coffee deals vary. Several sources say they’re 50-50 revenue splits between artist and coffeemaker, but another source adds that expenses for a high-end brew can be as much as $12.50 per bag, so for a $20-25 price point, the coffeemaker might give a well-known band roughly $8, or $5 for a lesser-known artist. “If I do a collaboration, as long as I cover my costs, they get to have the profit,” says Carl Fricker, owner of 24-hour Brisbane, Australia, espresso house Death Before Decaf, which sells blends by rising metalcore stars August Burns Red and Sydney metal band Northlane. “A lot of the bands as they’re getting on in years, they don’t go out and get smashed anymore. When they get into coffee, they get right into coffee.”
“It does really well,” says August Burns Red guitarist Brent Rambler. “We’re big coffee drinkers. At worst, I’ll get some great coffee out of it.” Adds vocalist Keith Wampler, whose band The Convalescence sells its Brazilian hazelnut through Grindcore Coffee Co.: “If you make it gory and put some skulls on it, it’s a little cooler than your average bag of coffee you grab at the store.” (The word “death” can be fraught for coffee companies in the United States: When Death Before Decaf attempted to expand here by trying to extend its Australian business name with the U.S. Patent and Trademark Office, New York-based Death Wish Coffee Co. sued for infringement. Death Before Decaf settled last December, and the owner says he spent $200,000 on legal fees.)
As for flavor, most metal stars leave aesthetic coffee details to the experts: “I’ve got three options that are pretty extreme in the caffeine count, and that seems to be a huge selling point for a lot of bands,” says Chad Petit, Grindcore’s owner.
But for Grindcore’s coffee bag with GWAR, which displays a cartoon of the band wielding a buzzsaw and giant hammer, the shock-metal veterans insisted on elaborate tastings and feedback. “This is a band that kills people onstage and cuts people’s heads off,” says GWAR co-manager Liam Pesce. “Obviously, they’re going to want the darkest roast and flavor imaginable.” Adds John Bambino, another GWAR co-manager: “I think there was mention of nutmeg in there.”
UPDATE: This story was updated on July 17 at 6:47 p.m. ET to correct the name of the Cannibal Corpse coffee blend. The name is Bali-blend, not Brazilian blend.
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