Beyond our Icelandic roots, the soul of Black Death is about our place in recent history. We were the first spirit to have a manufacturers warning, the first to communicate Don’t Drink and Drive, the first to use curvy girls, gay people, and transvestites in our ads, the first beverage to support disabled persons, the first to run ads in communist countries saying we stand against communism, and the first spirit brand to run ads supporting the worldwide fight against AIDS.