Because the label is the single most important marketing device we have, we've been
really working hard on it. We are on the third or fourth iteration, and each version is cleaner and less cluttered than the last. I never realized how hard it is to be simple! On the one hand, it is simple, elegant and powerful; and on the other, it has major elements that have never been seen on a liquor label before (
not the art!). It feels a bit like Christmas morning, where I'm bursting with excitement to SHOW everyone what it looks like, but that won't be possible until we launch. It just looks SO GREAT!!!
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