Design and Type
Once upon a time there was a Pritchard, and he had a son whose last name was also Pritchard. The son grew up disliking all alcoholic beverages, except for the ones known as coolers, frilly drinks, or alcopops. He was angry with the world for shaming him for liking these beverages, so to spite the world he made his own brewery of said beverages. Now he is still angry at the world, but he has his alcohol to keep him company as well as his company to make money.