This is a line extension of the "Slash" endorsed Black Death Vodka I presumed when I found the botle in the close out bin of a liquor store in Santa Monica. Black Death is indeed a proper name as it was terrible, even for a mixto. Very bitter and fumes that resembled gasoline. I am sory, even lime juice couldn't make it better, I had to dump a cup of sugar in the blender and use it for blended margaritas. I don't know what the regular retail is but I bought it for $8 so my price rating is a bit irrelevant.