{"data":{"type":"company_profile_ai","id":71476,"entity_id":"wefunder:company:71476","attributes":{"canonical_url":"https://wefunder.com/pitliquor","retrieval_urls":{"canonical":"https://wefunder.com/pitliquor","json":"https://wefunder.com/pitliquor.json","markdown":"https://wefunder.com/pitliquor.md","ai_json":"https://wefunder.com/pitliquor.ai.json","ai_text":"https://wefunder.com/pitliquor.ai.txt","changelog_json":"https://wefunder.com/pitliquor.changelog.json","schema":"https://wefunder.com/.well-known/ai-profile-schema.json"},"updated_at":"2026-06-22T05:03:13Z","generated_at":"2026-06-22T14:01:08Z","profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":true,"privacy_mode":"promote","invite_only":false},"company":{"id":71476,"entity_id":"wefunder:company:71476","slug":"pitliquor","name":"Pit Liquor","tagline":"Strong + Completely Sustainable Deodorant Powered by Overproof Whiskey and Vodka","elevator_pitch":"We manufacture, market, sell, and distribute natural deodorant made from overproof whiskey and spirits, herbs, essential oils, and teas. PL is a total reinvention of deodorant. We didn't benchmark against existing products - we started from scratch relying on doctors and materials science to create the best possible formulations. We are fully integrated so we can control every step of the process from packaging that is sustainable to ingredients that are so pure that you could eat them.","location":"Fort Collins, CO","website":"https://www.pitliquor.com","total_amount_raised":679596,"total_investors":774,"is_funded":true,"is_active":true},"key_claims":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 679596","citation":"https://wefunder.com/pitliquor#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-22T05:03:13Z","as_of":"2026-06-22T14:01:08Z","confidence":"high"},"observed_at":"2026-06-22T05:03:13Z","expires_at":"2026-06-23T05:03:13Z"},{"claim_id":"claim-total-investors","text":"Total investors: 774","citation":"https://wefunder.com/pitliquor#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-22T05:03:13Z","as_of":"2026-06-22T14:01:08Z","confidence":"high"},"observed_at":"2026-06-22T05:03:13Z","expires_at":"2026-06-23T05:03:13Z"}],"verified_facts":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 679596","citation":"https://wefunder.com/pitliquor#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-22T05:03:13Z","as_of":"2026-06-22T14:01:08Z","confidence":"high"},"observed_at":"2026-06-22T05:03:13Z","expires_at":"2026-06-23T05:03:13Z"},{"claim_id":"claim-total-investors","text":"Total investors: 774","citation":"https://wefunder.com/pitliquor#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-22T05:03:13Z","as_of":"2026-06-22T14:01:08Z","confidence":"high"},"observed_at":"2026-06-22T05:03:13Z","expires_at":"2026-06-23T05:03:13Z"}],"company_claims":{"tagline":"Strong + Completely Sustainable Deodorant Powered by Overproof Whiskey and Vodka","elevator_pitch":"We manufacture, market, sell, and distribute natural deodorant made from overproof whiskey and spirits, herbs, essential oils, and teas. PL is a total reinvention of deodorant. We didn't benchmark against existing products - we started from scratch relying on doctors and materials science to create the best possible formulations. We are fully integrated so we can control every step of the process from packaging that is sustainable to ingredients that are so pure that you could eat them.","story":"Pit Liquor is an all-natural super-effective deodorant that happens to be powered by overproof spirits. If this is your first time hearing about us, here are the Cliff's Notes: four years ago as a mom-to-be, Erica Feucht set out to find an all-natural deodorant that would work well, and not harm her or her baby.Cut to the chase, she couldn’t find one -\u0026nbsp;so her husband, Jason, who is a materials scientist, made one for her. Inspired by the bacteria-killing qualities in hand sanitizer, his formulation used overproof whiskey, a safer, more natural source of alcohol. For the scent component, he combined the spirits with essential oils and teas and Pit Liquor was born.Since then we’ve built a business. And business is booming.Our Value Proposition is simple and born from two key problems that we solve in the category.The combination of ingredients has created a product that people love as much for its efficacy as its scents.Our customers aren’t just “all-natural” types. The brand pulls in people across the cultural spectrum because of our spirits-base, our name and because, yeah, the stuff works really well.The whiskey and other spirits in Pit Liquor are there for bacteria-killing, not scent. Like hand sanitizer, the alcohol smell and liquid dissipates quickly. The added arrowroot and herbs provide stink-killing longevity, while the essential oils remain to do the “Ohhh you smell good” stuff.Our core scented varieties are gender-neutral and each has its own legion of fans.\u0026nbsp;Additionally, we offer two unscented variations for those who want to remain in stealth-mode.Beyond our core variants, we offer Limited Editions 8-10 times a year. Limiteds are an important component of sales - they currently drive 30% of our business. We can typically double or triple our average daily sales with an email blast to our subscription list announcing new Limiteds or a “last call.” We are continuing to refine our strategy so that we can create even more scarcity and news around these products.Below the surface, there are key attributes that align with the modern marketplace.It all adds up to a devoted, uncommonly passionate user base that grows each day. People don’t just like Pit Liquor, they LOVE Pit Liquor. We maintain a VIP board on Facebook and have a specific VIP email and SMS list to remain connected. The deodorant category has been changing dramatically since COVID. As expected, category sales slowed with people staying at home, but growth is accelerating as things return to normal.Consumers are becoming more discerning about their choices - P\u0026amp;G quietly announced a recall of Old Spice and Secret sprays because they contained Benzene, a carcinogenic compound. It was yet another catalyst for growing awareness of better-for-you products in the category.Another trend in our favor - sales of stick deodorants in the U.S. are declining as innovation shifts towards sprays.Forward-looking projections cannot be guaranteed.We are well-positioned in the category and have generous margins to drive profit.What exactly is natural? A number of our competitors claim to be all-natural but include a laundry list of questionable ingredients. Many contain baking soda which in theory is natural, but in practice causes rashes in many users. Part of our job in marketing will be to continue to point out our unique and truly all-natural properties.Over the last six months, we’ve worked hard to create a more effective marketing mousetrap, adding SMS and other new sales channels, optimizing the site and shoring up the UX for our subscription program. And we’re not done. We have a list of action items ready to go as resources grow.Our marketing team has taken a sophisticated approach to positioning the brand for future growth. We are benchmarking ourselves against top CPG brands such as Dollar Shave Club and Liquid Death. We will have consistent and targeted brand messaging across all touchpoints to build affinity and enrich the customer experience. We are not only selling a killer product, but doing it in a way that will build loyalty and a cult following.We are partnering with Noun Ventures to re-design all aspects of our visual identity including our core packaging. Noun’s Founder, Neil Riddell, has created highly successful brands including Angel’s Envy Bourbon which was acquired by Bacardi for $150 million. As always, Neil’s team will start with in-depth research to help uncover powerful consumer and brand truths that the team will use to inform creative output for years to come.Why WeFunderWe chose WeFunder because we didn’t want to go the VC route. We feel this next step of growth should be shared with customers and smaller investors who share our vision. In short, we believe in democratizing investment.\u0026nbsp;We invite you to join us on this journey and participate in the final public offering of equity in Pit Liquor. We are raising our final round at a $7.5M valuation and an early bird discount valuation of $7M.Our growth\u0026nbsp;timeline remains aggressive but we are pivoting to a more self-sustaining model to eliminate unnecessary risk and eliminate our debt burden. Our favorable margins allow for profitable scaling, and with the addition of this\u0026nbsp;WeFunder investment, the transition will make the company stronger for the long haul. With our last raise, Pit Liquor grew revenue by 50%.Our Final RaiseForward-looking projections cannot be guaranteed.Our next stage of growth will come from focusing in several ways:\u0026nbsp;1) We will continue to fund paid media but\u0026nbsp;given the rising CPM's on Facebook and Google,\u0026nbsp;we will increasingly\u0026nbsp;leverage owned channels including\u0026nbsp;subscriptions, SMS, and email lists - all of which grew significantly last year.\u0026nbsp;2) We will focus on 2-3 consumer segments and serve them consistently. Whether it's yoga patrons or CrossFitters, we intend to fully immerse ourselves within their communities to understand their needs and speak their language. We will do product sampling events and take their feedback forward into innovation and messaging. 3) We will begin pushing further into wholesale. For a product such as ours, TRYING is believing. Seeing it on the shelf, holding it, \u0026amp; sampling it are proven ways to convert. We are going to put some muscle into getting bottles in hands, especially in Colorado, and model our learnings in new markets. In conjunction with sampling efforts we will localize our paid marketing efforts to feel BIG in key markets with the goal of influencing more retailers to take us on and ensure the success of current partners. A look-forwardWe have the product and vision, and\u0026nbsp;soon we'll\u0026nbsp;have the branding, packaging, and wholesale relationships we need to become a household brand. Our recent momentum shows we are just getting started.Thanks for tuning in. We hope you will join us in this next phase of growth. 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- I have some questions for you. 1) Please tell me why consumers desire natural deordorants over the toxic ones? What health benefits - if any - exist? Most consumers seem to not care as long as the deordorant works. 2) Please help me understand how I can receive an investm...","answer":"Hey Raymond, Thanks for your question. Consumers care about the ingredients in their deodorants because there is quality research indicating a strong link between toxic ingredients and cancers such as breast cancer. I know far too many people who've battled cancer, and they are all told by their doctors to stop using traditional deodorant. I would also have to say that we are at the cusp of a huge shift to preference for natural deodorant. The natural deodorant industry is growing at 12% CAGR..."},{"question":"Is there anything proprietary about the formula that will stop all the other liquor companies from making a product of their own?","answer":"Great question. We have a pending patent and have been successful with cease and desist letters to this point.The way we denature the alcohol is what we have covered with the pending patent. With this investment, we look forward to beefing up our IP even more."},{"question":"Is this A or B share? And to clarify it is $100.00 per share","answer":"This investment is in the form of a SAFE, secure agreement for future equity. And the cost per share is determined by the valuation cap. I hope that makes sense."},{"question":"For the SAFE investments that you have with family members, will they convert in a priced round in preferred stock or common stock? Thank you in advance.","answer":"Thanks for your question and my apologies for my delay! We haven't decided those terms yet, they are currently invested as SAFEs right now as well and I am guessing that they and you will get the same terms moving forward."},{"question":"Impressive and fun - what a nice combination. I plan to invest, but I have three quick questions: 1. Have you done anything at least somewhat formal to prove that it works? (If not, is it in your plans?) 2. I know you might not want to get into too much detail, but can you des...","answer":"Thanks for your question! I hope you had a lovely time these past few days celebrating and resting. We took a little down time as well. To answer in order: 1) We have had the formula tested by a lab to prove the bacterial content of the formula and largely rely on bodies of work citing each of our ingredients separately as stink-fighting agents. I believe that once Jason and I are able to hire folks to take the lion's share of current responsibilities from us, this will be something he's real..."}],"recent_posts":[{"id":170537,"entity_id":"wefunder:feed_item:170537","title":"Final Pit Liquor Update","preview":"Dear Investor,Distilled Bath and Body, Inc. DBA Pit Liquor (“Company”), is proceeding with a sale of substantially all its assets. The Company has deemed the sale of assets is in the best interests of the Company as part of an expedient dissolution of business. The Company has been left without any other option because AKA the manufacturer, Peter Field the former acting CEO, and Rami Akkad the former accountant, have crippled operations. As a result, the Company is in default on its loan prov...","published_at":"2024-02-07T20:35:06Z","canonical_url":"https://wefunder.com/feed/170537"},{"id":166968,"entity_id":"wefunder:feed_item:166968","title":"September 2023 Update","preview":"I'm postponing our scheduled web meeting due to Peter's unexpected travel abroad. His presence is crucial, so we'll reconvene once he's available later in October.\u0026nbsp;Attached to this update is a document with a report of what's been going on since our last update.Thank you for your patience.https://drive.google.com/file/d/1gd0b2zUTKEGryRDAGmgdsSBmH3s-HZWY/view?usp=sharing","published_at":"2023-09-07T21:54:09Z","canonical_url":"https://wefunder.com/feed/166968"},{"id":161045,"entity_id":"wefunder:feed_item:161045","title":"Pit Liquor's HUGE Update","preview":"Hello!I hope you're doing very well!\u0026nbsp;Pit Liquor has some massive news to share. We held an investor update last night to share it all. I'm sending you the presentation and the meeting video in case you'd like to check it out over the weekend.The presentation deck has been sent to the email address you gave us with your WeFunder investment.Here is the link to the Zoom recording:\u0026nbsp;PL Investor Update Zoom Recording\u0026nbsp;\u0026nbsp;Passcode: =6bT4TwD","published_at":"2023-02-04T02:26:34Z","canonical_url":"https://wefunder.com/feed/161045"},{"id":161016,"entity_id":"wefunder:feed_item:161016","title":"Investor Update Going Live","preview":"6pm MST (5PM PST, 8pm EST)https://us06web.zoom.us/j/5600155394","published_at":"2023-02-03T00:37:07Z","canonical_url":"https://wefunder.com/feed/161016"},{"id":161000,"entity_id":"wefunder:feed_item:161000","title":"Update incoming!","preview":"Pit Liquor will be hosting an update with lots of big news this evening, February 2, 2023 at 6pm MST (5pm PST or 8pm EST). Here is the link for the video update. After the update, the video will be uploaded here for you to see. We have results from rebranding and lots of great news to share.https://us06web.zoom.us/j/5600155394","published_at":"2023-02-02T17:31:59Z","canonical_url":"https://wefunder.com/feed/161000"},{"id":155597,"entity_id":"wefunder:feed_item:155597","title":"What our investors say...","preview":"We have just under a week left in our campaign and I wanted to take a moment to let you hear from an investor who joined us early on. For some real talk on what it's like to be an investor with Pit Liquor for the long haul, here's Tony Andrews. Tony's been with us through much of our growth journey and we're excited to take him with us for the next leg of the journey as well. He's not a professional investor, he's a person who believes in us and in Pit Liquor just like you. Tony discusses how...","published_at":"2022-05-20T16:20:57Z","canonical_url":"https://wefunder.com/feed/155597"},{"id":155087,"entity_id":"wefunder:feed_item:155087","title":"Growth Goals","preview":"Pit Liquor has had a rocket fuel journey. We have had astronomic momentum and we have decided to take a beat to get ready for the next stages of growth by pivoting to be profitable. We know that with a profitable growth model, we will be able to take on big challenges. We're not a team of noobs hoping to reach the stars, we have a team who have seen the road of rapid growth in startups and they know what that will look like for us as we go forward. Profitability and a growth-ready team are no...","published_at":"2022-05-03T04:32:46Z","canonical_url":"https://wefunder.com/feed/155087"},{"id":154791,"entity_id":"wefunder:feed_item:154791","title":"Pit Liquor Day of Investing","preview":"We're pulling together a big day for investing and it'll be kicking off tomorrow. We'd love to have you join us and listen in. Tomorrow is the time to invest if you have been waiting for the right time.Webinar Link:\u0026nbsp;https://us02web.zoom.us/j/81677028188We're orchestrating a day to invest together to make a community impact! Join us and learn more about Pit Liquor’s growth journey and get all your questions about investing answered.I will be joined by special guests and lead you through h...","published_at":"2022-04-20T18:13:26Z","canonical_url":"https://wefunder.com/feed/154791"},{"id":154657,"entity_id":"wefunder:feed_item:154657","title":"Liquor: Deodorant's cleanest innovation","preview":"We’re often asked why we rely on liquor and whether or not it’s dangerous. And we happen to think that despite our social conditioning to fear alcohol and mistrust it, it’s actually the safest and best ingredient for a deodorant base.Liquor is regulated, and it’s not known to kill people easily, which is more than I can say for my own toothpaste that I have to carefully keep out of my toddler's curious hands. We denature Pit Liquor with quality food grade ingredients so it’s legal to sell it ...","published_at":"2022-04-15T13:27:44Z","canonical_url":"https://wefunder.com/feed/154657"},{"id":154069,"entity_id":"wefunder:feed_item:154069","title":"Aluminum Bottles? No thanks.","preview":"We’ve been on the hunt for a new bottle as we’re walking through an exciting redesign of our product. Glass packaging has significant drawbacks as a breakable product and its supply chain is in a bit of hot water right now. So we turned to metal, knowing plastic wouldn’t be a good option because Pit Liquor (like any liquid) leeches chemicals and toxins from the plastic (made from petroleum, can any of it be actually food safe?). 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