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SPIRITED

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At the opposite end of luxury branding is the anti-branding approach favored by Kings County Distillery, a Brooklyn-based moonshine and bourbon distillery that has done away with the frills and froth of traditional marketing. And I’d say they’re onto something. In an age of digital trickery and visual seduction, a generic glass bottle and just-the-facts label looks and feels like something approximating a state of grace.

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