Premium spirits spend a lot of time and effort getting the label (and closure) printing right, to convey quality, craft and attention to detail. But when everyone’s brand gets gold-foiled details, textured matt paper, realistic ink signatures and embossed medals, where do you turn for a point of difference?

Bring on the Blacksmith! Beluga’s super premium Gold Line vodka is mostly grey (isn’t everything?), but its trump card is a metal label that you can remove and use as a shield in hand to hand sword-fighting with Vikings. Mini-Vikings anyway.

The standard label is OK but suffers from a less convincing arched logo, which also raises the spectre of inconsistent branding. As for the faux leather luggage-tag inspired ‘Allure’ variant, I can only say I am not allured.