Crystal Head Vodka is hard to miss on a liquor-store shelf. Its distinctive skull-shaped bottle and colorful designs make it stand out, but the brand’s story is notable for another reason: it was created by former Saturday Night Live performer Dan Aykroyd.

Aykroyd entered the vodka business in 2008, launching a distillery venture that would take him in a very different direction from his comedy career. The brand’s unusual packaging helped it draw attention, while its vodka developed a following of its own.