You’d be forgiven for thinking the National Rifle Association would refrain from associating its good name with alcohol. Guns ‘n booze? That’s like the Catholic church taking donations at Hooters. And yet there it is. The NRA has licensed its name to a company that runs a wine club on its behalf. Wayne’s Mob are not alone in their desire to stretch their brand like a particularly pliable piece of turkish taffy. Springfield Armory sells shot glasses. Ruger has invited me to rebrand four steaks on their behalf. I’m sure I’ve got a pair of Hornady Critical Defense crutches in the basement. Wait. No. No I don’t. But I am left wondering why firearms industry marketing mavens don’t stick to the ballistic knitting. Tchotchkes may promote your brand, but associating your good name with cheap tat is a sure way to ruin your rep. Maybe not now, but soon, and forever.