As Nietzsche is a game changer in philosophy, and he suggests people to create their own traditions, Nietzsche's philosophy may go well with "Create your own tradition" motto. So his portrait is placed on the bottle to emphasize the message. A festive hat is placed on his head to surprize the consumer; an old philosopher was brought together with a new hat.
Back of the bottle may contain quotes of him which will give festive messages.
Nietzsche was one of the first thinkers who criticized basic values that his predecessors did not question. He revolutionized the western philosophy and created "new traditions". Moreover he suggested people to demolish old traditions and create their own traditions.
And those who were seen dancing were thought to be insane by those who could not hear the music| There is always some madness in love. But there is also always some reason in madness| You must have chaos within you to give birth to a dancing star| In heaven, all the interesting people are missing.
