# Pit Liquor

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.

- Canonical URL: https://wefunder.com/pitliquor
- Entity ID: wefunder:company:71476
- Last updated: 2026-06-22T05:03:13Z
- Generated at: 2026-06-22T13:59:57Z

## Quick facts
- $1.2mm Revenue LY; 50% YOY Growth
- Q4 77% YOY Growth
- Category Growth 14+%
- 38,000+ Email Subscribers
- Recently passed 1 million site visits
- 60,000 customers
- 1500 5-Star Reviews
- Sustainable Model

## Active fundraises
- wefunder:fundraise:47555: 4(a)(6) successful (USD)
- wefunder:fundraise:47556: 4(a)(6) successful (USD)
- wefunder:fundraise:38403: 4(a)(6) successful (USD)

## 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 - 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. 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&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. 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 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 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: 1) We will continue to fund paid media but given the rising CPM's on Facebook and Google, we will increasingly leverage owned channels including subscriptions, SMS, and email lists - all of which grew significantly last year. 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, & 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 soon we'll 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. Click “Watch for Updates” in the bar to the right to stay in the know.

## FAQ
1. **Hi - 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...**
   - 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...
2. **Is there anything proprietary about the formula that will stop all the other liquor companies from making a product of their own?**
   - 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.
3. **Is this A or B share? And to clarify it is $100.00 per share**
   - 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.
4. **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.**
   - 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.
5. **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...**
   - 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...

## Team
- Erica L Feucht (CEO)
- Jason Feucht (Head of Innovation)
- Henry Mouton (COO)
- Carter Nance (CMO)
- Shena Lee (Creative Director)
- Neil Riddell (Brand Development & CEO @ Noun Ventures)
- Mason Pereira (Brand Development @ Noun Ventures)
- David Berry (Media Advisor and COO @ DB Dynamo)
- Michaelangelo Moran (Advisor and Co-Founder @ GoJek)
- Bud Michael (Advisor and Managing Partner @ TrueSpace)
- Lori Fountain (Content )
- Jack Taylor (Marketing Coordinator)

## Recent posts
- Final Pit Liquor Update (2024-02-07T20:35:06Z)
- September 2023 Update (2023-09-07T21:54:09Z)
- Pit Liquor's HUGE Update (2023-02-04T02:26:34Z)
- Investor Update Going Live (2023-02-03T00:37:07Z)
- Update incoming! (2023-02-02T17:31:59Z)
- What our investors say... (2022-05-20T16:20:57Z)
- Growth Goals (2022-05-03T04:32:46Z)
- Pit Liquor Day of Investing (2022-04-20T18:13:26Z)
- Liquor: Deodorant's cleanest innovation (2022-04-15T13:27:44Z)
- Aluminum Bottles? No thanks. (2022-03-29T22:43:25Z)
- Benzene Recall (2022-03-18T17:45:39Z)
- We're Moving! (2022-03-14T22:13:47Z)
- Current Wholesale Layout (2022-03-14T01:20:44Z)
- Meet Our Lead Investor: Q+A Recap (2022-03-11T15:13:13Z)
- Pit Liquor: Wholesale Pivot (2022-03-08T19:30:36Z)

## Q&A
- Q: Congratulations. It's nice seeing a natural products company from my home state having success. A couple questions before I ponder an investment amount. Have you considered paying off the relatively small, usury rate loans with some of the proceeds? I have some issue investing when I see a fast money, 26% interest rate debt outstanding and credit card balances that don't revolve. It would seem to me to be a good treasury management practice to replace those debts with a small portion of these proceeds. Can you also detail the rationale for the $4.25 M valuation? Are there three-year projections that you can share to help me see a path to the present valuation?
  - A: YES! We plan to pay off all loans that have high interest rates and high monthly payments, keeping only the EIDL and PPP if we don't qualify for forgiveness. Debt sucks and we look forward to being free from it soon. I have loads of 3-year projections and would be happy to share them with you directly. They contain some pretty sensitive information, so I'd love to have an NDA signed before sharing that info directly. And for the valuation, we hit $800K in revenue last year and have tripled every year we've been in business. Standard valuations for companies in our space are 5X ARR, and our ARR is $1M. Therefore, the $4.25 is a discount. We're growing rapidly enough to make sure we always see positive traction with revenue and valuations. We're targeting $2.4M this year in sales, and I believe we can fall closer to $3M.
- Q: Hi Erica, I'm glad to have another opportunity to invest in Pit Liquor! Are there any other product lines y'all are coming out with or is it just deodorant for the foreseeable?
  - A: Hey Daniel, I am so glad to have you join us again! There are other products in the world, but we’re going to stay focused on deodorant for the immediate future. We aim to branch out after we’ve really established our brand nationally in wholesale channels and with sampling. We are working on a heftier version of a Pit Liquor to update the formula when we release the revamped brand from Noun Ventures. Thanks for bringing your questions here!
- Q: I'm interested in investing. It seems like the investment only pays out when you sell. Is that correct? Would you still sell in 3 years if your valuation is low? Would you decide to wait longer to sell if the market is still on an upward trajectory and your valuation is still rising? Is the $100 million mark the deciding point for you? Or would you decide not to sell at all for any reason? And if you decided not to sell, what happens to us investors? Thank you!
  - A: We will sell within 3-4 years as long as the return is good. We don't have any interest in losing money to sell the company or in having all of you lose money either. If we choose not to sell at all, there will be other points, and IPO for one, that would be easy exit points for investors. There are other exit points as well, but for WeFunder investors, this will occur at the sale of the company or at IPO or another negotiated time that is beneficial to the investors. We're not dedicated to the $100M mark and wouldn't turn down a good sale that benefits everyone on the cap table earlier than that mark. It's just a goal we believe strongly we can reach. Investors can sell their shares as the company grows as well. But long answer short: No, we don't intend to raise a down round and we don't intend to sell for less than we're worth at any point. And we plan to continue our rapid growth.
- Q: I love the product & got it for my mom. She has a hard time using the spray. Do you have a roll-on option? I think that would help a lot of older people or those with hand muscle/pain issues (eg arthritis) use it..
  - A: Yes, we have a roll-on. Here is a link! https://pitliquor.com/collections/roller-bottles
- Q: I just jumped on board as an angel investor from Neil Patel's A+E Network! I'm excited about trying these products! I've been looking for natural deodorants for a long time, so I cannot wait to explore your website! I just have a few questions: 1. When will my investment be finalized? 2. When will I receive a certificate of shares or subscription agreement? 3. How frequently will you keep us updated on the company's progress?
  - A: Thank you for joining us! We will be updating on a quarterly basis. The finalization of the investment is not up to me, but up to WeFunder. Susanna’s information is at the bottom of our campaign and she can answer WeFunder questions. You’ll receive a SAFE with this investment. In the series day which we plan to raise in a year to 18 months, your SAFE will transfer into shares.
- Q: Great product have you considered a.i tech advertising company Cortex and I plan to get onboard as a guy not being on social media you've caught my attention maybe just need to aim toward more guy like media networks or talk with other startups venturing into online sales and delivery of alcohol products to get your product across more eyes because you have a great problem solver and I love that your female founded including the hubby😁
  - A: That's a great suggestion. We are certainly working to capture a more equitable audience. It's been exciting to see the message resonate so much with our target market, and we are planning to use marketing dollars to widen our reach.
- Q: I have invested and am new to crowdfunding. After this round closes, how will I be able to get updates on the company?
  - A: I've taken some time to think through a strategy for your question, rather than just posting that I'm working on it. Long story short, the plan is to create a quarterly update email with a video segment (where I walk you through the update if you'd rather that instead of reading, or both!). I'm working to create an email list in MailChimp so I can contact you seamlessly. I update current shareholders quarterly (sometimes more, sometimes less, but I'm settling into something more regular going forward). I hope that answers your question well. If you've used a legit email on WeFunder, you'll receive our updates via an email address we will set up for investor updates.
- Q: How much does pit sell shares for or is this profit sharing?
  - A: Hi Len, we are not profit sharing or selling shares. We are selling SAFEs (Secure Agreement for Future Equity). We plan to convert these into shares at the time we complete our Series A funding round in 12-18 months. We were going to do a priced round with this raise, but decided to do SAFEs to protect early investor interests and delay dilution. We take investors' interests very seriously and want to ensure we keep their interests at the forefront in our execution of growth.
- Q: Cool product - Congratulations! I have several questions. 1.) How are Amazon sales? Will you be relying on Amazon sales as a big portion of revenue ? and have you been able to achieve success in ranking for any of the top deodorant keywords on Amazon? 2.) Do you see any risk of Amazon possibly removing your product due to its alcohols content ? 3) How can you respond to someone in the future possibly complaining that their armpit has certain issues due to the liquor content and long term use? Your product is innovative and there hasn't been really any long term studies on liquor on skin? or has there? --- Thanks!!
  - A: My apologies on the delay. I wrote a lengthy reply to this question yesterday, but it appears to have been lost in the internet ether. 1) Amazon sales are relatively small. We currently sell on Amazon through a third party, though we plan to bring that in-house as soon as we have a team large enough to accommodate that. For scale, in 2020, our gross revenue was $800K (98% of that is direct to consumer through Shopify). We sold $11,530 in wholesale to Alrossa who is our Amazon reseller. It's small, but we look forward to bringing it in house and scaling Amazon sales as well as controlling customer care on that side. 2) No, Amazon is allowing us to sell FBA through Alrossa. We follow all of the shipping rules for alcohol. We have special certifications for shipping alcohol and Alrossa handles the FBA side. We want to understand that better before taking control of Amazon ourselves. We comply with TTB regulations for alcohol (even though our category is unregulated even for alcohol), and we comply with USPS, holding certificates for shipping alcohol. This falls under the same rules as perfume. 3) There is no long-term issues with using liquor on armpits for the long-term. Many body products use alcohols, but those alcohols are not made from regulated food-grade ingredients, so our products have fewer rashes, reactions, and problems than any other product on the market. We only use ingredients that 1. Have long-term use in the human food system (baking soda has only been eaten by humans for about 120 years, and we don't consider that a long time), 2. Have no history of causing allergies or reactions in humans (lavender is our most irritating ingredient and people tend to know if they react to it and thus avoid it, everything else is without history of human reactions) 3. Come from nature 4. Are scientifically proven to be antimicrobial and passed our own tests for efficacy in deodorant. So we mostly hear from people who tell us that Pit Liquor has cured years of rashes and reactions. The alcohol is going on a very moist part of the body and doesn't cause drying in any significant way in that area. I wouldn't wash my face with alcohol, but then aftershave is generally just an alcohol bath for your face. With ALL of that said, when we do hear from people who have a reaction (it's happened, but only rarely), we take it very seriously and we respond with a desire to learn. We refund the purchase, send an alternate product if troubleshooting indicates the customer is interested, send surveys and ascertain whether the customer is allergic to an ingredient, and then offer to have the customer join a group of free product testers who can help us find better, more effective answers as we continue to research and develop. I hope this answers your question completely. Fire back at me if I left something untouched!
- Q: I love Pit Liquor, but as a consumer I'm a bit concerned about the idea of you all selling. Obviously I want you all to be comfortable and would love for our investments to pay out, but is there any guarantee about keeping Pit Liquor natural and keeping with the ethos you all have around your products? Do either or both of you plan to still be involved in some way?
  - A: This question is so important to our hearts. Thanks for asking it! We often joke that we have three kids, two amazing humans, and a very unruly child: Pit Liquor. We love Pit Liquor and have no interest in watching it morph into something we aren't proud of. The intent behind selling is actually to amplify the way we're doing things and to make this go further. Instead of selling out, we are seeking a buyer who understands that this is the direction the market is moving, and who understands and values the groundwork we've done to build something so vastly different in this space. As this company grows, it will also create a sort of gravity around the ideas and ways of doing things we have here. So others will begin to morph their ways of doing things to be more like this, and as that happens, it creates market value. We love growing this business, it's fun. We live and breathe it. But we also know that we will not be the right people to continue its trajectory at some point. And when that happens, we want to make sure its in the hands of people who are the right fit to take it to the next levels WITH integrity and ethos. When a company sells, the buyer doesn't just acquire it and everything changes suddenly. It's a long process in which the former owners pass over their knowledge and guide the new team in taking things to the next level. Buyers actually generally require that the previous owners stay on for a considerable amount of time to retain consistency in leadership. That's the kind of buyer we're looking for. We feel like this company shows that the world is ready for changes in this area and we want to amplify your voices and make sure your needs are met better and better. This is the very essence of the market demanding what it wants. Demand dictates the market, and supply is created to fill that demand, unless a new area is opened up. And we want to create a large space for this demand until the voices of our consumers are heard by big business. I hope that allays some fears and also explains our hearts a bit. Please let me know if there's more you want to understand! And if you or anyone else wants to discuss, please feel free to schedule a meeting with me some time! Here's a link to my calendar: https://calendly.com/pitliquor/15min
- Q: What's "cost per use" of the flagship product? How does that compare to traditional deodorant and other natural products?
  - A: Our 50 ml bottles are use and price comparable to other natural brands like Lume, etc. There's a growing range in this space, but those bottles last about 2-3 months and cost the same as our competitors. Since we manufacture and ship everything on site, we have better controls of our costs and an 86% profit margin. I hope that adequately answers your question. Let me know if there's more detail you're looking for.
- Q: Due to price per share is unknown, If I invested $200, will I not able to have even a share of stock? Do you have a rough estimates or forecasts?
  - A: Shares will become available when the company goes to Series A investment. We plan to complete our Series A funding in about 18 months, and at that time, I expect our company to be about 5X larger than it is now. I hope that answers your question. We've tripled three years in a row, and our trajectory will only get stronger as we are able to access cash for increasing our scale.
- Q: I see that you are looking for a Lead Investor. What does that mean? Was someone previously in that role? How much do you anticipate a lead investor commits to?
  - A: A lead investor invests a minimum of $1000. We will be in touch personally soon with anyone who fits that role. Here is one article WeFunder has that is useful: https://help.wefunder.com/leads/how-does-a-lead-investor-help-me And here is another: https://help.wefunder.com/leads/how-does-a-lead-investor-help-me
- Q: Erica, congrats with your raise here on WeFunder. Even though Pit Liquor helps reduce or prevent smelly pits, what do your customers do about pit sweat or preventing pit stains? Also, I see a few questions / comments regarding $100 investment. Would you be open to introducing a limited time promo to the public to invest a minimum of $100 like you did for your early friends / family promo? Myself and many others would jump on board, which could cause your campaign to trend on WeFunder...Thanks for your time! :-)
  - A: Hi Nathan. We actually publicly opened the campaign at $100 min for investments and saw a number of them come through, and as things tapered a bit, we decided to increase the minimum. WeFunder does not allow us to reduce our minimum once we increase it. I hope that $200 won't be a big detriment to your desire to invest. As for sweat, sweat actually doesn't stink. It's something we've learned as we've grown this business. To be strange, but honest, the smell of sweat is actually kind of sweet. As for pit stains, that's a whole other arena, but often, clumpy deodorant is a bit of a culprit in those obnoxious stains. And to make matters worse, our bodies are actually pretty smart, so when one uses an antiperspirant, their body will actually compensate and create more sweat to make up for it. After all, sweating is a means of cooling our bodies off and our bodies don't really care if we think that stinks. So our customers sweat freely, embrace their bodies, and understand that sweat is not what stinks, and neither do we. It's the bacteria living on the sugar and protein in our sweat that stink. Without those guys, life's a bit different. *I think it's important to note that we are not here to convert tried and true users of traditional deodorant. We are here to be the best natural deodorant in the market for people who are already looking for a natural option and understand what that means. With a 12% annual CAGR for the natural deodorant industry within the 5% CAGR of the whole deodorant market, we believe, and have experienced, that there is more than enough room for something revolutionary to take root.
- Q: Congratulations on the track record! Could you please tell me how the marketing agency (shown as part of the team) is compensated? Given the nature of the product, you'd need to do a lot of education on consumers, which will cost time and money. Have you estimated your LTV/CAC? Thanks in advance.
  - A: We pay the marketing company their designated fees for each individual asset they provide. For marketing, we pay their marketing fee, for marketing materials, we pay the cost for production, and so forth. I'm not sure if that answers your question. We're two months into the learning curve with this marketing company and have taken on the first $60K in cost to work with them. We can escalate the value of our work with them and can also explore other marketing assets like PR with them or other entities as the case arises once we have closed our funding. We decided that with our high profit margin, we would start investing in 2021's growth midway through 2020. - CAC: $15.74 - 12-month LTV: $79 - AOV: $41 and increasing rapidly *A majority of customers who purchase twice stick around longer than 1 year. As such a small and relatively new company, we have a scatterplot of metrics on long-term customer behavior.