• After the open Beta of Diablo IV, piles of demons were left lying around the game world, slayed by the hands of thousands of loyal and bloodthirsty players. We didn't want to let all of the demon meat go to waste, so we chopped, drained, and blended, the Demon Meat Shake. As an especially devilish twist, the Demon Meat Shake turns out to be 100% Vegan according to human standards. The drink is inspired by the iconic Diablo character, the Butcher, who returns to the latest game. On launch day, fans across the US had the opportunity to get their hands on the Butcher’s Special, delivered straight to their home.  Leading up to the delivery date, the devilish shakes were teased to create buzz across digital, social and PR with a “you have to try this” brand moment, getting new gamers curious to dive into the world of Diablo IV. However, on May 17, 2023, an exclusive invitation-only dinner took place in NYC, bringing together a group of Diablo-loving VIPs to experience a IV-course dinner straight from the depths of the game, with the Demon Meat Shake being the final surprise course of the night. 

  
  Knowing that gamers love to snack and sip during gaming, the Demon Meat Shake was created to spark curiosity for the launch of Diablo IV—the ultimate action RPG experience that’s filled with hordes of Hellish monsters to slaughter, countless abilities to master, nightmarish dungeons, and legendary loot.

Diablo IV saw $666 million in revenue in just five days, breaking Blizzard’s own records.