Brand Tone

Historic, Premium, and Authentic

Brand Values

• •Heritage & Respect for History
• •Innovation & Distinction
• •Quality & Craftsmanship
• •Sustainability
• •Community & Charity

Best Practices

• •Always Anchor to History: Consistently weave the unique story of the WWII depot into the narrative. Whether it's a product description, a social media post, or an "About Us" page, this historical foundation is your most powerful differentiator and should be present.
• •Use Premium & Sensory Language: Employ descriptive, evocative words that reflect the high quality of the spirits. Use tasting notes from judges (e.g., "gorgeously complex notes of olives and roasted banana") and focus on texture ("creamy, fruit-filled mouthfeel") to communicate a premium experience.
• •Highlight "Distinct" as a Value: Use the word "distinct" and its synonyms deliberately. Frame products and processes around what makes them differentthe location, the sustainable methods, the unique flavor profiles, the charitable angle. Reinforce the founder's mission to avoid being a "me too" brand.
• •Balance Heritage with Innovation: While history is key, don't let the brand feel old. Juxtapose the WWII heritage with modern innovations like your "next-gen distilling technology," cask investment program, and sugar-free options to show the brand is both rooted and forward-looking.
• •Be Transparent and Authentic: Continue sharing the "why" behind the brandthe family-run aspect, the commitment to sustainability, and the charitable partnerships. This builds trust and transforms customers into loyal advocates who share your values.

Social Perception

Positively received by experts, seen as a premium, craft brand, associated with history and purpose, and innovative.

Copy Examples

• •Award-Winning Taste. History-Making Spirit. Our triple award-winning No. 57 Overproof Rum isn't just crafted, it's created with character. Distilled deep within our historic WWII vaults, its bold, complex notes of roasted banana and olive create a smooth, powerful base for a Daiquiri with a story to tell. Discover the spirit that's making history. #DistinctDistillers #BritishRum #AwardWinning #CraftSpirits #HistoryInABottle
• •Aged in History. Crafted with Distinction. Explore our collection of rare, single-cask British rums and whiskies, matured to perfection in secret underground WWII vaults. Own a cask, taste the legacy.
• •A Taste of Victory: Our VE Day 80th Anniversary Gin is Here.
• •A tribute to courage in every drop. Our 1944 D-Day British Dark Rum is a commemorative spirit crafted from the finest molasses and aged for a rich, smooth finish. Matured in our historic Shropshire vaults, this rum honors the resilience of our veterans. With 2 from every bottle donated to the Taxi Charity for Military Veterans, you're not just buying a rumbyou're supporting a legacy.
• •Don't Just Follow the Crowd. Drink Distinct. Tired of the same old spirits? We challenge ourselves to be different, from our sugar-free flavoured rums to our award-winning overproof spirits. Crafted in a place unlike any other. Discover your new favourite.