Today marks the hard launch of Hellbent Cocktails.

The line — described as a high-alcohol by volume, ready-to-drink canned cocktail brand “built for geek culture and great times” — comes from Seth Green and Matt Senreich and brand builder PJ Loughran. The first two are longtime close friends and business partners best known as the co-creators of the long-running animated series Robot Chicken.

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The zany series is important to note here because the concept for Hellbent surfaced as an idea for a Robot Chicken sketch. Green and Senreich were tossing around ideas for a mock commercial for a werewolf-themed “harder” seltzer. The concept failed and never made it to air but it proved to be such an intriguing idea for the pair that they refused to give up on it. Maybe it was never meant to be a sketch but a real-life brand for store shelves, so they looped in another longtime friend, Loughran, founder of Chicago-based branding and product incubation agency Quartermaster, to see if they could flesh it out.

“Hellbent started as a joke, but the more we thought about it, the more we realized there was a real opportunity,” said Green, who is also best known as a veteran actor famous for work on such projects as Family Guy, Dads, Buffy the Vampire Slayer, Austin Powers: International Man of Mystery and more. “We wanted to make something that tasted like an actual cocktail, had some real horsepower behind it and looked like nothing else on the shelf. And obviously, we wanted monsters.”

Said Senreich: “There are a lot of beautiful cans out there. We wanted to make cans that looked like they were about to jump off the shelf.”

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Blended and canned in Missouri, Hellbent launches with three offerings: Dirty Shirley (vodka-based with sweet cherry and bright citrus), Spicy Rita (tequila-based with lime, cucumber and jalapeño), and Corpse Reviver (gin-based with lemon, botanicals and an herbal finish). Hellbent uses real sugar and contains no high-fructose corn syrup, artificial sweeteners, sugar alcohols or “skinny” labels. Additional creations are said to be in the pipeline.

About those monsters Green mentioned, each can features a comic book-style class movie monster. Dirty Shirley takes the form of Medusa, Spicy Rita is a Succubus, Corpse Reviver is a zombie. “Hellbent is a cast of characters, not just a drink,” said Loughran. “The cocktails, the packaging and the experiences will invite fans into the world we’re creating — bold, weird, fun and built to bring the party back from the dead.”

Today’s launch comes ahead of Green’s appearance Tuesday on E!/Versant’s new reality competition series, Cocktail Wars, hosted by *NSYNC alums Lance Bass and Joey Fatone with Melissa Brooke.

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