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Branding Moment: A Name Out of Context?

In the last few years, there has been an explosion of craft beers on the market.  The branding of these beers have been creative and the visuals beautiful in many instances. Pictured above in one form of naming a product or service.  This is known as using a word out of context to the product.  
 
The word "mischief" is defined as; playful misbehavior or troublemaking, especially in children.  However, this is not a children's product, as the law requires that one is of legal age to buy or drink the beer. The accompanying colorful image is also out of context.
 
What is your impression? Do you like the name? The graphics? Would you be moved to buy, if you were a beer fan, or buying for someone who is? 
 
 
 
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