“A nod to vintage luggage tags, Straightaway’s playful bottle labels feature narrative-based illustrations that pull in the backstory of each cocktail. Our goal was to break through the stigma of bottled cocktails by appealing to the sophisticated palate while making quality cocktails more accessible to the everyday consumer. Inspired by the adventures of Charles H. Baker, as documented in his book The Gentleman’s Companion: Being an Exotic Drinking Book Or, Around the World with Jigger, Beaker and Flask, we adapted the ethos and voice of Baker to the twenty-first century and created moments of discovery and delight around traditional spirits made for the modern era.”