Surely branded for biker rallies. I can see this bottle bandied around Sturgis, or lying around tattoo parlors. The taste isn't all that great, not memorable anyway, been a while since I tasted it, and I can't remember it. At 94 proof, another reviewer described it this way: "burns like a Benghazi hooker." Plus it contains high fructose corn sweetener & artificial flavors, so that's one rum I won't be buying again. Just happy for the empty in my bottle collection.