The brand was strongly influenced by Don Draper and the cast of Mad Men on AMC and their culture of drinks during and around their work lives. This packaging design contains [4] 16 ounce beer bottles and uses a QR code at the bottom of the package to link directly to AMC's Cocktail Culture phone application. This product is intended to stand out on the shelf to the business class and reflects everything a manly beer should be, with the black on black adding class and appeal."