Hotel Tango Distillery was founded and owned by a combat-injured veteran, and uses the NATO phonetic alphabet to combine the initials of owners Travis and his wife Hillary. The military-inspired rebranding by agency Young & Laramore moves past the usual patriotic and camo tropes, instead influenced by MRE (Meals, Ready to Eat) packs and attributes shared by distillers and the military, eg, discipline and precision.