Brand Tone

authentic, premium, and evocative

Brand Values

• •Authenticity and Heritage
• •Natural and Wild Ingredients
• •Craftsmanship and Quality
• •Sustainability
• •Innovation

Best Practices

• •Lead with "Place": Always tie the narrative back to Scotland, whether it's the wildness of the Shetland Islands or the lush landscapes of the mainland. Use evocative language that paints a picture of the brand's origins.
• •Emphasize "Wild" and "Natural": The use of hand-foraged, seasonal botanicals is a key differentiator. This should be a consistent theme in all communications, highlighting the connection to nature.
• •Speak with "Authentic" Passion: The tone should reflect a genuine love for the craft of distillation and the unique ingredients used. Avoid overly corporate or generic marketing language.
• •Educate and Inspire: Share the story behind the "vintage" concept, the specific botanicals used in each batch, and offer creative cocktail recipes. This positions the brand as a knowledgeable guide in the world of premium spirits.
• •Maintain a Premium Aesthetic: The visual identityclean, with natural tones and premium finishes like copper and tealshould be consistent across all platforms to reinforce the quality of the product.

Social Perception

Blackwoods Gin is perceived as a high-quality, craft gin with a unique story. Customers value its connection to nature and its distinctive, smooth flavor profile. It is seen as a versatile gin, suitable for both simple G&Ts and more complex cocktails. The brand's move towards sustainability is likely to further enhance its positive perception among environmentally-conscious consumers.

Copy Examples

• •Capture the untamed spirit of Scotland in every sip. Our 2021 Vintage Dry Gin is a taste of the wild, with botanicals hand-foraged from the rugged coast. Each year, a new story. Each bottle, a unique journey. Discover this year's vintage.
• •Bold cocktails demand a bolder gin. At 60% ABV, our Navy Strength Gin is crafted to elevate your creations with an intense burst of coastal botanicals and a remarkably smooth finish. The secret weapon of mixologists is here.
• •We believe in preserving the wild beauty that inspires our gin. That's why we're proud to be crafting our spirits at our new, carbon-negative distillery at Ardgowan. Enjoy the taste of Scotland, knowing we're protecting its future.
• •Not all gins are created equal. Experience the smooth, citrus-forward taste of Blackwoods Gin, crafted with wild Scottish botanicals. A refreshingly different gin, perfect for your new favorite G&T.
• •From the rugged shores of Shetland to your glass. Blackwoods Gin is more than a spirit; it's an accent. The authentic taste of wild, hand-foraged Scottish botanicals. This is gin with a Scottish soul.