Brand Tone

Authentic & Passionate, Craft-Oriented & Traditional, Proudly Australian & Local, Approachable & Welcoming, Story-Driven

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Heritage
• •Connection to Place (Terroir)
• •Community & Collaboration
• •Passion & Dedication
• •Accessibility

Best Practices

• •Embrace Storytelling: Consistently weave the narrative of the brand’s origins, the founders' passion, the connection to Yackandandah, and the provenance of ingredients into all communications (website, social media, product descriptions). This reinforces authenticity and connection.
• •Highlight "Australian Made" and "Local First": Always emphasize the use of Australian grains, native botanicals, and local barrel sourcing. This appeals to a desire for local, quality products and reinforces brand values.
• •Maintain an Authentic, Passionate Voice: Write with genuine enthusiasm for the craft of distilling and the unique qualities of the spirits. Avoid overly corporate or generic language. Let the founders' personalities shine through where appropriate.
• •Showcase Craftsmanship and Quality: Use descriptive language that conveys the care, traditional methods, and quality ingredients that go into each small batch. Words like "handcrafted," "meticulously," "small-batch," and "artisan" are key.
• •Be Approachable and Community-Focused: Even when discussing premium products or awards, maintain a welcoming and inclusive tone. Engage with the community online and highlight local partnerships and the visitor experience at the distillery.

Social Perception

High-Quality Craft Distillery, Authentic and Passionate Brand, Innovative within Tradition, Strong Local Identity, Award-Winning and Respected, Welcoming and Engaging

Copy Examples

• •Headline: Backwoods Distilling Co: The Spirit of the High Country, Bottled. Body: From Yackandandah's heart to your home. Every sip of our handcrafted whisky and gin tells a story of local grain, native botanicals, and the passion of a family dedicated to authentic Australian spirits. Taste the difference dedication makes. Call to Action: Discover Our Story. Shop Now.
• •Headline: More Than Just a Dram. It's a Backwoods Story. Body: We started in a shed with a dream: to craft spirits that speak of our land. Our award-winning Rye and Single Malt whiskies are a testament to patience, local Victorian ingredients, and barrels that whisper tales of Australia. Join the Backwoods family. Call to Action: Explore Our Whiskies.
• •Headline: Handcrafted in Yackandandah. Savoured Australia-Wide. Body: At Backwoods Distilling Co., "small-batch" isn't a trend, it's our promise. We meticulously craft each spirit, from local barley to unique native gin botanicals, ensuring a taste that's unmistakably Australian. Experience genuine craft. Call to Action: Visit Our Distillery Door or Shop Online.
• •Headline: Award-Winning Taste. Down-to-Earth Spirit. Body: We’re thrilled with the accolades, but our greatest joy is sharing our Victorian High Country spirits with you. Crafted with passion, using local ingredients and a true love for distilling. Pull up a chair, pour a Backwoods. Call to Action: Find Your Favourite Backwoods Spirit.
• •Headline: From Our Hills to Your Glass: The Essence of Australian Craft. Body: Backwoods Distilling Co. is a journey into flavour, inspired by the rugged beauty of the Victorian High Country. We use 100% Australian grains and unique local casks to create spirits with character, depth, and a true sense of place. Call to Action: Taste the Australian Spirit.