Arete Puro is the first brand by Aristippus Liquors distillery, a family-owned business that delights in blending business with pleasure. The distillery is named honouring the famous Greek philosopher Aristippus, whose teaching was based on principles of ethical hedonism - seeking joy and pleasure in life. His only daughter Arete was his intellectual heiress, who continued teaching hedonistic approaches to life and systematized his work in the Cyrenaic school of philosophy.