The Grindinglord

The Grindinglord is a god of coffee, introduced through being advertised over the radio by Sid Wright. As Sid Wright's vigil continues, we learn that Sid is a sacrifice to the Grindinglord, by staying awake until he dies.

The products tied to the god are Third-Eye-Tea, a brand of psychotropic tea, and Instant Grind. The coffee is called 'not even luxury coffee' by Sid Wright's brother-in-law, according to Sid Wright.