Brand Tone

Sophisticated, Welcoming, and Passionate.

Brand Values

• •Community and Connection
• •Quality and Craftsmanship
• •Sense of Place (Terroir)
• •Collaboration
• •Creativity and Artistry

Best Practices

• •Lead with "Welcoming Sophistication": Every piece of copy, from a social media caption to a menu description, should balance elegant language with a warm, inviting tone. Avoid being overly exclusive or technical; instead, make sophistication feel accessible and friendly.
• •Always Tell a Story of Place: Weave the Clare Valley into every narrative. Mention the Riesling Trail, the local botanicals, the surrounding vineyards, or the community. This reinforces the core brand value of "terroir" and gives the gin a unique identity.
• •Highlight "The Human Element": Reference the founders' passion, the skilled team, and collaborations with local artisans. The story of "a photographer, a lawyer and a chef" is a compelling and relatable anchor for the brand. This makes the brand feel personal and passionate, not corporate.
• •Use a Sensory and Evocative Vocabulary: Instead of just listing ingredients, use descriptive language that evokes feeling and taste. Words like "savour," "unwind," "aromatic," "lush," "vibrant," and "crisp" align with a premium, experience-focused brand.
• •Emphasize "Gathering and Connection": Frame the product and the venue as catalysts for bringing people together. Use phrases like "share with friends," "a gathering place," "good company," and "community spirit" to consistently reinforce this key value. This positions the brand as more than just a drink, but as a social experience.

Social Perception

The public perceives Clare Valley Distillery as a premium and exciting new addition to the Clare Valley. It is seen as a refreshing and complementary alternative to the region's many wineries. News articles and online descriptions praise the stunning modern design of the new distillery, the quality of the gin, and the vision of its founders. The brand is viewed as a high-end, luxury experience that is simultaneously welcoming and rooted in community spirit. Customers and visitors see it as a stylish, relaxing destination to enjoy excellent drinks in a beautiful setting.

Copy Examples

• •The spirit of Clare Valley, captured in a glass. Our philosophy has always been about connection and craftsmanship. It’s why we source botanicals from our own gardens and why we built a place for you to enjoy them. This is more than gin; it’s our home, shared with you. #ClareValleyDistillery #SenseOfPlace #CraftGin
• •A Place for Good Company. Welcome to Clare Valley Distillery—a gathering place for locals and visitors alike, where handcrafted gin is poured and connections are made. Pull up a seat.
• •Discover Clare Valley's Other Spirit. Famous for Riesling, the heart of Clare Valley now beats with a new passion. Visit our stunning new distillery on the Riesling Trail for a taste of our small-batch, handcrafted gin. A different kind of cellar door experience is waiting. Book your tasting today.
• •A true collaboration born from local friendship. Our Melva Riesling Gin is a tribute to the place we call home, infusing the aromatic floral spice of Wines by KT’s renowned Riesling with locally grown quince and mandarin. It’s a celebration of the Valley's two great spirits—wine and gin—in one perfect bottle.
• •Inspired by the Seasons of Clare. As the landscape changes, so do our botanicals. We’re excited to introduce our new Trailside Gin, crafted with wild fennel pollen and native mistletoe foraged right here in the valley. It’s a fleeting taste of this moment, in this special place. Available now at the distillery and online.