I could be over thinking it, but the strongbow, owned by Heineken, Matt Veal is holding looks earily similar to the labeling of a shot HJOE was working on several years ago. Its was a black and gold 2oz shot called "party-pal, the anti hangover party fuel" and it was intended for the European market. There was a website set up for Party-pal and another shot, with a purple panda on the front, specifically for japan. Unfortunately HJOE shut down access to the website about eighteen months ago.