Brand Tone

Authentic & Story-Driven, Warm & Welcoming, Passionate & Proud, Craft-Oriented & Quality-Focused, Slightly Nostalgic & Respectful, Engaging & Approachable

Brand Values

• •Legacy & Family
• •Craftsmanship & Quality
• •Authenticity & Storytelling
• •Community & Connection
• •Resilience & Hard Work
• •Customer Experience
• •Innovation

Best Practices

• •Always Circle Back to the "Why": Every piece of copy should, in some way, connect to the core story of Granddad Jack and the family values. Whether it's a product name, an event promotion, or a social media update, find the thread that ties it back to the brand's origin and purpose.
• •Use Warm, Inclusive, and slightly Nostalgic Language: Employ words that evoke a sense of family, tradition, welcome, and genuine care. Terms like "heartfelt," "legacy," "handcrafted," "community," and "welcome home" reinforce the brand's approachable and respectful nature.
• •Emphasize Craftsmanship and Quality through Story: Instead of just stating that the spirits are high quality, tell the story of *how* they are made, the passion involved, and the inspiration behind them. Detail the handcrafted elements and the unique stories linked to each product.
• •Be Authentic and Conversational: Write as if you're talking to a friend or a new member of the family. Avoid overly corporate or impersonal language. Inject personality, and don't be afraid of a touch of warmth or lightheartedness where appropriate, mirroring the friendly distillery atmosphere.
• •Maintain a Consistent Voice Across All Channels: Whether it's a tweet, a detailed website description, or an in-person tour script, the underlying tone and values should remain consistent. This builds trust and a strong, recognizable brand identity. Ensure all team members who create content understand and can embody this voice.

Social Perception

High-Quality Producer, Authentic and Heartfelt Brand, Community Hub, Knowledgeable and Passionate, Unique and Memorable Experiences, Innovative and Creative

Copy Examples

• •Instagram Post (Image: Close-up of a signature cocktail): "Sipping on stories. Each glass of Granddad Jack's is more than just a spirit; it's a taste of history, a nod to hard work, and a celebration of family. What story will you share over your next glass? #GranddadJacks #CraftSpirits #GoldCoastDistillery #LegacyInABottle #SipAndTell"
• •Website Banner (About Us Page): "More Than a Distillery, We're Family. Inspired by Granddad Jack – a man of character, resilience, and a love for a good whiskey. We pour his spirit into everything we do. Welcome home. [Our Story Button]"
• •Facebook Ad (Promoting a "Make Your Own Gin" Class): "Unleash Your Inner Distiller! Join us for an evening with our Head Distiller, share a laugh, learn the craft, and take home your own bespoke bottle of gin. It's not just a class, it's a Granddad Jack's experience – hands-on, heartfelt, and a heck of a good time. Limited spots, book your story! #MakeYourOwnGin #DistilleryExperience #GoldCoastEvents #GranddadJacksFamily #CraftYourOwn"
• •Product Description (For their "65 Miles" Gin): "A journey in every sip. Our 65 Miles Gin is a bold testament to Granddad Jack's legendary grit – a 65-mile bike ride for work at just 13. This navy-strength gin, with its robust spice and character, honours that same fiery spirit. Not for the faint of heart, but for those who appreciate a story of determination. #65MilesGin #GranddadJacks #CraftGin #BoldFlavour #StorytellingSpirits"
• •Email Newsletter Snippet (Announcing a new limited release): "From Granddad Jack's notebook to your glass... We've been tinkering again! This month, we're thrilled to share a new limited release, handcrafted with the same passion and attention to detail Granddad Jack put into everything he did. Be the first to taste it – because like all good stories, these bottles won't last forever. [Shop Now Link]"