"This black on black packaging design reflects mood of the upscale consumer wanting to sit back and have a premium beverage at a business meeting or for drinks after work.
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  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."
Designed be Samantha Mancl a student at University of Wisconsin.