Every year Dr. Möller produces a very exclusive and award-winning quince brandy. The packaging idea underlines the exclusivity of the product and also serves as a humorous sign of the manufacturer's distrinctiveness idea that would play on the duality betweeb the producer's two professions - doctor and distiller - in a charming way. The medical aspect of the brand name makes the packaging look more like a modern cure-all than a liquor.
Reference:
http://www.serviceplan.de/nc/en/creativity/fields-of-work/awards/campaign/quittenfeinbrand/1.html
