As seen through the eyes of imagination.
And this definately makes a call, I'm always a sucker for the label and almost always buying a book for its cover. That said, I'm still geeking out over The Kraken Black Spiced Rum.
From the shape of the bottle, I picture a pirate with his finger in the handle slurping this over his arm, the the monochromatic label, it calls out to me.
94 proof, 94 repeated on the label. Clever.
Acchiteuthis dux, latin for giant squid. gets better and better the more you look.
I think its interesting they took the time to be creative and come up with a back story to the product when they could have just slapped a label on a generic bottle.
The rum is really good, which is the pay-off.