It’s not common these days to give alcohol as a gift. However, when it comes to celebrating the completion of a roof, builders traditionally expect a strong drink. So, how did we solve this dilemma? We found a creative solution by surprising 200 celebrants with a special gift: woolen socks paired with a bottle of champion juice and named it Sock Therapy. Confused? Allow us to provide some context: in ancient Estonian culture, woolen socks soaked in vodka were believed to be a remedy for colds.