Brave Spirits: patriotism in a bottle?
6 April 2009 | By Popsop Team
Brave Spirits slogan of ‘Honor. Remember. Celebrate.’ is a vision wrapped up in a bottle.
Brave Spirits bottles line up in domino effect soldier like style. The spirit names play on bravery, the first call to action, the sentry on duty and finally catching a breather to celebrate the freedom that is so hard fought for.
According to The Intoxicologist blog, though, the military personnel found Brave Spirits offensive, insulting even. That isn’t to say all service personnel feel that way as is shown by the Brave Spirits advertising.
“Rather than pumping out four base spirits created somewhere in the vast United States with modicum quality, bottled with clichéd military labels these Brave Spirits may have been better served embracing more innocuous groups less rooted in American nationalism. The quality of the spirit within the bottles of Brave Spirits could easily sell on the shelf for $10, yet it sits at $20 with a mere $2 donation for our service personnel,” writes the author.
Popsop.com
Tags: alcohol drinks, branding
Tim
27 August 2009 05:42 pm
What a load of crock. They are helping the families of military personnel. Love it or not, but at least respect what they are doing.
$10 per bottle? the author clearly has no clue what goes into the production and TAXATION of spirits. Yes, you can sell moonshine for $8 or you can have mass produced spirits like Popov at a low price, but if you want anything good, it costs more. Does Starbucks costs $4 a cup? No… brand positioning and building comes to mind.