Brand Tone

Premium & Crafted, Heritage-Rich & Proud, Innovative & Forward-Looking, Passionate & Engaging, Eco-Conscious & Responsible

Brand Values

• •Heritage & Provenance
• •Craftsmanship & Quality
• •Sustainability
• •Innovation
• •Customer Experience & Community
• •Passion

Best Practices

• •Reinforce the brand's strong sense of place and heritage by mentioning St Andrews, its history, or iconic features (like the Eden Estuary or golf) where relevant.
• •Use descriptive language that speaks to the meticulous processes, quality ingredients (especially local botanicals), and the superior nature of the spirits.
• •Naturally incorporate mentions of the carbon-neutral distillery, renewable energy, or eco-friendly practices as proof points of their modern, responsible approach.
• •Convey enthusiasm for their products and the art of distilling. Invite customers to "discover," "explore," and "experience" the brand.
• •The language should be sophisticated and aspirational, reflecting the premium brand, but also clear, engaging, and welcoming to both connoisseurs and those new to craft spirits. Avoid overly technical jargon unless explained.

Social Perception

Positive for Gin & Experiences, Emerging Whisky Reputation, Strong Association with St Andrews, Recognized for Innovation & Growth, Sustainability as a Differentiator, Premium Positioning

Copy Examples

• •Headline: The Spirit of St Andrews, Reimagined. Body: "Nestled on the Eden Estuary, our new carbon-neutral distillery is where heritage meets innovation. Discover Eden Mill – exceptional Scottish gins and whiskies, crafted with passion and a deep respect for nature. Taste the tradition, toast to the future."
• •Headline: Crafted for Connoisseurs. Sustained by Principle. Body: "At Eden Mill, every drop tells a story of St Andrews' rich distilling legacy and our commitment to a greener tomorrow. From locally inspired botanicals to our pioneering sustainable practices, experience spirits that are as good for your palate as they are for the planet."
• •Headline: Your Journey into Scottish Craft Spirits Starts Here. Body: "Explore the art of distillation at Eden Mill. Whether you're a gin enthusiast or a whisky aficionado, our immersive tours and masterclasses offer an unforgettable taste of St Andrews' pioneering spirit. Book your experience today."
• •Product Focused (e.g., Golf Gin): "Inspired by the iconic Old Course, our Golf Gin is a masterful blend of tradition and locally foraged botanicals. The perfect G&T to celebrate a game well played, or simply to savour the essence of St Andrews. Now available in our new, lighter, eco-friendly bottle."
• •Whisky Focus (anticipating aged releases): "Patience, passion, and the pristine Eden water. Our single malt whiskies are slowly maturing, capturing the unique character of St Andrews. Sign up to be the first to know about our exclusive releases from Scotland's first carbon-neutral distillery."