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The whiskey was inspired by masters and apprentices working together at the new Midleton micro-distillery, one of the oldest and most iconic distilleries in the world. The brand combines tradition and innovation to convey a sense of fun and excitement. It uses two opposing patterns throughout the packaging. The straight lines symbolise method and order and the stunning marbled patterns reference madness and liquid experimentation. PC David Rathband clocked on for duty at the police station in Newcastle where he worked at 4pm on 3rd July 2010. He never officially finished his shift though because immediately after midnight on 4th July his car was approached by Raoul Moat who shot him with a backlash having a sawn off shot gun. On Saturday 10th March 2012 his twin brother Darren escorted his body to St Nicholas Cathedral in Newcastle for any memorial service, the hearse with David's body inside and displaying an orange floral tribute reading "Tango 190", which has been PC David Rathband's police call sign, stopped outside his police station on route to ensure his twin brother could walk inside lastly clock him far from his shift some 20 months later, something that David had wanted a great deal to do for himself. Pay per Click Advertising or PPC is an Internet advertising system the location where the advertiser only pays for the Ad if the Ad is clicked on by an Internet user. In order to get the Ad to look around the search listings you must have the correct key phrases and appropriate copy. However, having it appear isn't enough. If the user then clicks around the Ad and lands on a website landing page that is not appropriate or relevant or perhaps is tough to navigate then you certainly lose a prospective customer so you cash.