It says you have to be a member of the society first, which you can sign up for here: http://www.crownroyal.com/
Then go here and order the labels/special reserve labels:
http://www.malts.com/en-us/Labels/GiftingLabels.htm - Click Register now. You can order 5 labels every month, so keep coming back every month to order 5 more gift labels
**Make sure “Lobster Sticker Request” is selected.