“Brands are built by consistency, not hype.” — Fragrance Business Insight Momentum fades fast. Discipline compounds quietly. The long game doesn’t trend, but it wins. Slow and steady wins the race! One day at a time guys, Enjoy the #Journey

Hey guys, Joe A. here with another one for ya’! Grab you a glass, pull up a bar stool and welcome to Fragrance Wars: The Booze Wars, where we’re putting the most boozy, barrel-aged, cocktail-inspired and barroom-souled fragrances from my collection head-to-head to answer one question: Which fragrance best captures the spirit of booze? This isn’t about chasing sweetness. And it’s definitely not about hype. This is about how booze shows up in fragrance: - Is it smooth or sharp? Sweet or bitter? - Realistic or stylized? Refined or rough? - A quiet sip… or a loud night out? To answer that, I broke this war into four archetypes, each representing a different way people experience booze and the different ways perfumery interprets it! We have "The Drinker", who lives for indulgence and smooth pours. We have "The Mixologist", who demands balance, bitterness and precision. We have "The Barrel", where time, oak and depth reign supreme. And finally, we have "The Barfly", raw, atmospheric, gritty and real. Each bracket represents one of these personalities. Each fragrance fights not just for votes, but for identity. 32 fragrances enter... Single elimination... One champion! By the end of this, we won’t just crown a winner, we’ll know what kind of drinker you really are. I’ll post the contenders and brackets soon. When voting comes, remember to cast your votes, defend your picks and don’t be afraid to stir the pot. Cheers! What say you, guys? How do you like your boozy fragrances: smooth and indulgent… or challenging and bold? What really matters more when booze shows up in a fragrance: the drink, the memory or the atmosphere? Ever had a scent instantly take you back to a bar or night you didn’t expect to remember, or maybe did NOT want to remember? As for the Booze Wars, which archetype are you voting for vs. which one do you actually wear? And finally, be honest… Drinker, Mixologist, Barrel or Barfly: which one are YOU really? Love to hear from ya’!