In 2005, artist Jimi Beach developed the concept for the Bong Spirit brand and served as the company's marketing director.

[3] The New York Times stated, "it is certainly a well-designed marketing strategy that not only redefines the spirit world, but also the art community".

[4] Beach chose the controversial bottle design based on its symbolism as a communal object, and the cultural role it has represented for decades as an underground icon in the arts and entertainment community.

[5] In 2006, the company launched the Spirit of the Brand program,[6] which was based on a collector series of bottles featuring the art of several up-and-coming artists.

[15] On September 22, 2010, Bong Spirit Imports, LLC was acquired by Millennium Prime, Inc., and operates as a subsidiary of the company.