Fortis et Astutus

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When briefed to develop a brand for Bleasdale’s icon tawny we named it “Fortis et Astutus”, the Potts’ family motto meaning “Bold and Crafty”. Bleasdale’s founder, Frank Potts, served under Nelson and had sailed the world by age 21. Thus the bottle was modelled on those used by the Royal Navy — short and squat, their low centre of gravity keeping them from toppling over in rough seas.