When we start talking about one of the most expensive brands in the world, we must first of all avoid the trap that is the constant mention of the brand. We have no desire to impose a specific product, offend the feelings of consumers or disturb someone's conditioned reflexes. Therefore, let us leave the “good name” to those who value the “good name.” And let’s talk about the reputation of the company, which has been making and selling “sugar syrup happiness,” “a burnt caramel-colored drink from Georgia,” for 126 years.