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Two windows from the original website:

Sobieski's pitch to consumers is not about glamour, it's about an original spirit, distilled through hundreds of years of tradition and practice.

Here are a couple notes from Jay's recommenda-
tion about the website's tone and voice...

..."A consistent wit, humor and mischievous spirit about the pretentiousness of Sobieski's competitors."

At times the voice is deadpan, at others mercilessly witty. It's fair-minded and eager to stand toe-to-toe with its competition, just like the great King Sobieski himself."