As the name suggests, Diablo 4 is the fourth addition to Blizzard’s acclaimed video game franchise, and it’s all about slaying demons. That begs the question, what do you do with all those slain demons? It would seem that Blizzard’s latest marketing effort for the game has answered that very important question—you make them into a drink.

The “Demon Meat Shake” is a limited-time offering from Blizzard Entertainment that will be shared to approximately 1,000 people within a few key U.S. cities. This odd little concoction provides fans with a new way to engage with the brand while they patiently await the game’s release. Large media releases like AAA video games are often preceded by marketing campaigns that are all about driving momentum. These types of unique activations ensure that the game continues to make headlines and brings new fans to well established series. So get out there, and get yourself a taste of the infernal.