To use the image of Che Guevara to sell vodka is a slur on his name and memory. He never drank himself, he was not a drunk, and drink should not be associated with his immortal memory... As a supporter of the ideals for which Che Guevara died, I am not averse to its reproduction by those who wish to propagate his memory and the cause of social justice throughout the world.
There's something about his eyes in the photo. A kind of mystery. His personality comes through. It's always hung on my walls and I've given it to many people as a present. (On his iconic photo of Che Guevara)