You may notice the words, “I Love Right Now” on our packaging and on our merchandise. Because these words are so important to our brand, I’ve decided to share the story of why we chose them as our Company motto.

It was June 28th of 2013. I was living in NYC and my girlfriend and I had just landed in Denver, Colorado to see Widespread Panic at my favorite outdoor concert venue, Red Rocks. From the airport we took a shuttle to National Car Rental to pick up our SUV. We drove from National directly to the grocery store and bought the essentials: a larger cooler which we filled with ice and ice cold local beer, lawn chairs, a disposable BBQ, charcoal, hot dogs, burgers, buns, cheese (yellow American), ketchup, mustard, paper towels, trash bags, chips, vodka, soda water, cranberry juice and cups.

From the store we drove straight to the Red Rocks parking lot . It was just before 4:00 pm when we finally arrived which gave us plenty of time to tailgate, get a nice buzz and interact with our “friends” in the parking lot. If you haven’t been to Red Rocks, you have to go. It’s a natural amphitheater surrounded by giant red boulders. From the top of the theater you can see the city of Denver in the distance. I’m telling you that you have to go because words don’t do it any justice so I’m not even going to attempt to explain it any further. Just get there if you can.

As sunset struck, the sky was electric orange and at this moment Widespread Panic appeared on stage and the concert began. All my five senses were on overload. Everything looked, tasted and sounded beautiful. People were dancing and everyone had a giant smile on their face. All worries and stresses of life were instantly gone. As I was soaking it all in, I was thinking to myself of how happy I was during this moment in time. I wished it could have lasted forever and I was trying to come up with the words that expressed exactly how I felt. Then there it was! A few rows in front of me a girl was spinning a sign and it read, “I Love Right Now.” Beyond the sign on the stage behind the band was a screen with a giant sun. The lighting, the sound, the view, the crowd, it was all just simply amazing! But before I knew it, the concert was over and so was the one the next day (we went for two nights). I was back in NYC, stressed, overworked and soon after, single.

As we all know, nothing lasts forever, but memories can last a lifetime.  As a token to my appreciation of my favorite life memories, you will find  the words, “I Love Right Now” on our beer packaging as well as a smiling happy sun. I wish you all unlimited “I Love Right Now” moments in life and to these moments, “Cheers!”

Lorenzo Borghese, Co-Founder