Chasing the Ghost
How can the world’s most consumed spirit be virtually unheard of in the U.S.?
Because the experience of drinking baijiu is so inexplicable and unique, our strategy was not to try and explain it for a western audience with traditional tasting notes and comparisons, but instead to lean into its mystique.
Inspired by the paradoxical koans used in Zen Buddhism to demonstrate the inadequacy of logical reasoning and provoke enlightenment, we designed the Snowbridge brand to arouse curiosity and to be evocative of ancient secrets.
