Dom Pérignon (monk) at the Abbey of Hautvillers, Dom Groussard, who in 1821 gave an account of Dom Pérignon "inventing" Champagne among other exaggerated tales about the Abbey in order to garner historical importance and prestige for the church. Groussard’s myth achieved more than prestige for the church, it helped commercialize champagne at the turn of the twentieth century. The Syndicat du commerce used the myth to promote champagne and the Champagne region, producing a pamphlet called "Le Vin de Champagne" in 1896 that celebrated Perignon as the inventor of champagne by following "ancient traditions." The myth served to protect champagne made in
What It Is to Burn with boiling liquid. Doherty said they "just wanted some cool imagery". The art direction and design were done by P.R. Brown, who also did the photography with Kris McCaddon. Initial pressings of the album contained a demo version of "What It Is to Burn", produced by Chris Fuderich. It was replaced on later pressings with a re-recorded version, produced by Trombino. These later pressings were available from June onwards. The UK edition, released on June 2, included an acoustic version of "Letters to You" and the demo of "What It Is to Burn" as bonus tracks. Following the album's release,