Why "Lifted" Means Different Things to Different People

"Lifted" means something different to everybody, and that's exactly the point. For some people it's Friday night, feet up, nothing on the agenda. For somebody else it's Sunday morning coffee before the house wakes up. For somebody else it's the drive home with the windows down and the radio loud enough to drown out the day. We never wanted "lifted" to mean just one thing, because life isn't just one thing. You work hard, you carry a lot, and every now and then you get a minute where none of that weighs on you. That minute is lifted. However you get there is your business. That's why this brand isn't about a certain time of day, a certain drink, or a certain crowd. It's about that feeling — the one where your shoulders finally drop. However you find yours, we hope you find it often.