This traditional appeal to the overall visual appearance of the brand fits in with the idea of a liquor store and the old fashioned style that comes with it. The use of cardboard as a material to work with only emphasises this traditional quality. Overall the brand works as a whole with the minimal colour and a definitive type based logo.
You can find more information on this here: http://alexregisterdesign.com/#/saucy-sams/
Also, have a look at his website in general as it has some really good stuff on there: http://alexregisterdesign.com