Brand Tone

Sophisticated, Authentic, and Passionate

Brand Values

• •Heritage and Provenance
• •Quality and Craftsmanship
• •Sustainability
• •British Identity

Best Practices

• •Lead with the "Field to Bottle" Story (with caution): While production has moved, the origin story is invaluable. Future copy should frame this as the brand's foundational philosophy of quality, even as it scales. Transparency will be key to navigating this change.
• •Use Evocative, Sensory Language: Describe the taste and feeling. Use words like "crisp," "smooth," "creamy," "zesty," and "aromatic." Connect the flavours to their natural origins the "zing of grapefruit," the "tartness of rhubarb," the "earthiness of potato."
• •Maintain a Premium and Confident Tone: Avoid overly casual slang or aggressive sales language. The tone should be assured, letting the quality of the product speak for itself. It is a luxury brand, and the language must reflect that.
• •Emphasize "Britishness" and Occasions: Continuously link the brand to its British heritage and position it as the perfect spirit for specific occasions, from a "summer garden party" to a "cozy winter evening." This makes the brand relatable and aspirational.
• •Educate, Don't Just Sell: Share knowledge. Explain why potato-based vodka is different, offer cocktail tutorials, and provide food pairing suggestions. This adds value for the consumer and reinforces the brand's position as an expert in its craft.

Social Perception

Historically perceived as a pioneering, premium craft spirit brand, lauded for its authenticity, agricultural credentials, and superior taste, with an aspirational yet accessible luxury image. However, the recent closure of its Herefordshire farm distillery and move to large-scale production has created concerns that the brand risks losing its core single-estate identity and premium craft perception.

Copy Examples

• •The perfect pour starts in the field. Every drop of our signature GB Gin is a celebration of the rich soil and crisp air of the British countryside. A journey of taste, crafted with patience and passion. What's your favourite Chase cocktail? #ChaseDistillery #FieldToBottle #BritishGin
• •From the Heart of the Countryside to Your Glass. Discover the award-winning taste of single-estate spirits, born from the earth and bottled with character. Experience the Chase difference.
• •True character isn't just made. It's grown. Our family of spirits is a testament to the idea that the finest ingredients create the most memorable experiences. Chase Distillery: The Spirit of Rural Britain.
• •An Invitation to an Evening with Chase | Cocktail Recipes Inside This season, elevate your gatherings with the authentic taste of our Rhubarb & Bramley Apple Gin. Tart, crisp, and perfectly balanced it's the essence of an English orchard, bottled.
• •Creamy, smooth, and full of character. We take 250 of the finest British potatoes to create every bottle of our original vodka. The result is an exquisitely smooth spirit that stands alone or serves as the perfect, premium base for your favourite cocktail. Taste the dedication in every sip.