Brand Tone

Authentic, Proudly Singaporean, Innovative, Educational, Premium, Vibrant

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Innovation & Pioneering Spirit
• •Heritage & Local Identity
• •Passion & Determination
• •Education & Experience

Best Practices

• •Embrace Singaporean Heritage: Consistently weave in references to Singaporean culture, local botanicals, and the brand's "Made in Singapore" identity. Use terms like "cultural melting pot," "Southeast Asian flavours," and "island home."
• •Highlight Craftsmanship & Quality: Emphasize the small-batch nature, hand-crafted processes, meticulous botanical selection, and the founder's dedication to quality. Words like "artisanal," "premium," "hand-picked," and "meticulously crafted" reinforce this.
• •Maintain an Authentic & Passionate Voice: Tell the story of Brass Lion with sincerity. Share the founder's journey, the challenges, and the passion that drives the brand. Avoid overly corporate or generic language.
• •Be Educational & Inviting (When Appropriate): For content related to the Gin School, tours, or new product explanations, adopt an informative yet approachable tone that invites curiosity and engagement.
• •Uphold a Pioneering & Confident Stance: When discussing innovations like the single malt whisky or their status as the first micro-distillery, write with a sense of pride and quiet confidence, reflecting their leadership in the local spirits industry.

Social Perception

Widely recognized as a pioneer, praised for quality and unique flavors, distillery tours and Gin School are highly regarded, strong appreciation for "support local" ethos, launch of Singapore's first single malt whisky solidifies reputation for innovation, seen as a "labour of love"

Copy Examples

• •Headline: Brass Lion: The Spirit of Singapore, Bottled. Body: From our Alexandra Terrace distillery to your glass, experience a taste of our island home. Each small batch of our Singapore Dry Gin is a tribute to the vibrant heritage and rich botanicals of Southeast Asia. Crafted with passion, served with pride. #BrassLionDistillery #SingaporeanGin #CraftSpirits
• •Headline: More Than a Gin. It’s a Singaporean Story. Body: We journeyed the world, then came home to create something truly unique. Brass Lion Distillery blends global expertise with local inspiration, using hand-picked Asian botanicals to craft spirits that tell the story of Singapore’s cultural melting pot. Discover the tradition, taste the innovation. #SupportLocalSG #ArtisanalGin #MadeInSingapore
• •Headline: From Our Herb Garden to Your Gin & Tonic. Body: At Brass Lion, we believe in the authenticity of flavour. That’s why we meticulously source and prepare each botanical, many from our own herb garden, ensuring every sip of our premium gin is a true reflection of Singapore’s tropical bounty. Taste the difference craftsmanship makes. #GinPerfection #LocallySourced #SingaporeBotanicals
• •Headline: Dare to Discover: Singapore’s First Whisky. Body: Innovation is at our core. Building on our legacy as Singapore’s first micro-distillery, we proudly present the Brass Lion Single Malt Whisky – a testament to our relentless pursuit of craft. Experience a new chapter in Singaporean spirit-making. #SingaporeWhisky #PioneeringSpirits #LimitedEdition
• •Headline: Your Journey into Gin Starts Here. Body: Ever wondered how a perfectly balanced gin is made? Join us at the Brass Lion Gin School or take a distillery tour to uncover the secrets behind our handcrafted spirits. Learn from our distillers, create your own unique blend, and taste the authentic spirit of Singapore. Book your experience today! #GinSchool #DistilleryTour #CraftYourOwnGin