Brand Tone

Authentic & Craft-Oriented, Passionate & Inspired by Nature, Community-Focused & Collaborative, Approachable & Down-to-Earth, Innovative & Quality-Driven

Brand Values

• •Quality Craftsmanship
• •Local Sourcing & Community Support
• •Authenticity & Transparency
• •Passion for the Pacific Northwest
• •Innovation & Growth
• •Patience & Persistence

Best Practices

• •Embrace Storytelling: Consistently weave the brand's origin story (fly fishing, love for the PNW) and the "farm-to-bottle" journey into communications.
• •Highlight Local Connections: Regularly feature local ingredient sources, partnerships with local businesses, and community involvement. This reinforces authenticity and community values.
• •Use Authentic, Evocative Language: Choose words that reflect craftsmanship, nature, and passion (e.g., "hand-crafted," "pure," "wild," "inspired," "meticulous"). Avoid overly corporate or generic terms.
• •Maintain a Visual Connection to Nature and Craft: Ensure imagery (on social media, website, ads) aligns with the Pacific Northwest aesthetic, the outdoors, and the distilling process. Show the ingredients, the stills, the people.
• •Be Approachable and Educational: While highlighting awards and quality, maintain a welcoming tone. Share knowledge about spirits, the distilling process, or cocktail recipes in an accessible way, inviting conversation and engagement.

Social Perception

Respected Craft Pioneer, Locally Loved, Associated with Quality & Natural Ingredients, Innovative & Outdoorsy, Seen as a Collaborative Partner

Copy Examples

• •Headline: Taste the Spirit of the Northwest. Body: From local grains to your glass, Dry Fly Distilling crafts every bottle with passion, patience, and the pure essence of Washington. Discover our award-winning spirits. #DryFlyDistilling #FarmToBottle #CraftSpirits
• •Headline: Adventure-Ready Cocktails. Body: Wherever the river takes you, take Dry Fly. Our canned cocktails are crafted with the same local ingredients and dedication as our bottled spirits, perfectly mixed for your next cast or campfire. #OnTheFly #CannedCocktails #PNWAdventures
• •Headline: Rooted in Tradition, Crafted for Today. Body: We honor old-world distilling practices while embracing innovation. Every sip of Dry Fly tells a story of local farms, meticulous craftsmanship, and a love for the wild beauty of the Inland Northwest. Join us at our Spokane distillery and restaurant. #DryFlyExperience #SpokaneEats #WashingtonWhiskey
• •Headline: More Than a Spirit, It's a Community. Body: We believe in the power of local. That’s why we partner with Washington farmers and artisans to bring you exceptional spirits. Taste the collaboration in every drop. #SupportLocalWA #DryFlyCommunity #CraftDistillery
• •Headline: The Perfect Finish. Body: Inspired by the art of fly fishing – patience, persistence, presentation, and perfection. These are the qualities we pour into every barrel and every bottle. Experience the award-winning taste of Dry Fly. #DryFlyWhiskey #CraftedPerfection #ArtOfDistilling