Leave it to The Smashing Pumpkins to make even wellness look like an art form wrapped in darkness. Frontman Billy Corgan has teamed up with upmarket Californian grocery chain Erewhon to launch a $19.79 charity smoothie that blends high-end health trends with gothic mythology,and a good cause.
The limited-edition drink, aptly titled The OG Goth, is available at Erewhon stores until November 8. Crucially, part of the proceeds will be donated to the Concussion Legacy Foundation, a nonprofit dedicated to supporting athletes and veterans living with the long-term effects of concussions.
For Corgan, this isn’t just a gimmick with a black aesthetic and an expensive price tag. It’s personal, and philosophical. “The OG Goth name is in tribute, and particularly to those great and pioneering gothic bands in L.A. who inspired me to be myself and trust in the kind of music I dreamed of making,”...“As well as those that [are] born unique or have [been] overlooked or othered by a culture writ large and somehow together we find common cause and community in our own, self-created netherworld.”
The drink itself is an absurdly intricate recipe that reads like a boutique apothecary menu. It mixes MALK Organic Almond Milk, GT’s Alive Cola, Cocoyo Cacao, Eidon Ionic Minerals Liquid Electrolytes, organic coconut water, Erewhon Chocolate Ganache, organic black sesame butter, peanut butter, banana, avocado, dates, chia, maple, blue spirulina, chlorella, cacao powder, lucuma, beet juice, and lion’s mane. Erewhon describes the concoction as “a decadent yet functional take on wellness.”
Corgan’s partnership places him alongside a growing roster of pop culture figures tapped by Erewhon to front their celebrity smoothie series. Recent collaborators include Olivia Rodrigo with her God 4 your GUTS blend, Sabrina Carpenter’s Short ’n’ Sweet, and Travis Scott’s Storm Storm.
That price tag may be steep, but for fans of Corgan’s trademark theatricality, the smoothie is less a wellness fad and more a statement piece, a rare collision of health culture, alt-rock history, and charitable impact.
