Brand Tone

Passionate & Authentic, Community-Focused (Historically), Resilient & Forward-Looking (Stated), Informative & Direct, Connection to Place

Brand Values

• •Quality Craftsmanship
• •Innovation
• •Heritage & Provenance
• •Growth & Competitiveness (Parent Company Driven)
• •Community (Historically, now evolving)

Best Practices

• •Acknowledge the Past, Focus on the Future: Address the changes transparently but pivot communications to the ongoing commitment to quality, the Hawkshead brand, and its Cumbrian roots. Avoid dwelling on past closures negatively; frame changes as necessary for future strength.
• •Emphasize Cumbrian Connection: Continuously reinforce that the beers are still brewed in Cumbria, even if the original Staveley public-facing site is closed. Use imagery and language that evokes the Lake District.
• •Highlight Beer Quality and Innovation: Keep the focus on the product itself – the taste, the craftsmanship, new developments, and any awards or positive reviews. This is the core of the brand.
• •Engage with the Community (Online): Be responsive and empathetic on social media, acknowledging customer feelings about the changes. Actively manage online conversations, even difficult ones, to show the brand is listening, while steering the narrative towards future plans.
• •Consistent Messaging Across Platforms: Ensure all communications (website, social media, press releases, product descriptions) reflect the defined brand tone and values consistently. Internally, ensure the parent company (Halewood) and any marketing teams are aligned on this messaging.

Social Perception

Positive Legacy, Mixed Current Perception, Beer Quality, Tourist Attraction

Copy Examples

• •Headline: Still Crafted in Cumbria. Always Adventurous. Body: Hawkshead Brewery has a new chapter, but our heart remains in the Lakes. Our commitment to brewing exceptional, flavourful beers continues at our Flookburgh home. Discover the taste of tradition, brewed for today. #HawksheadBrewery #CumbrianCraft #BeerFromTheLakes
• •Headline: The Spirit of the Lakes, Bottled. Body: From fellside to fireside, a Hawkshead beer is your perfect companion. We're dedicated to capturing the essence of Cumbria in every brew. Find your favourite. #HawksheadBeer #LakeDistrictLove #CraftAle
• •Headline: Innovation Runs Through Us, Like a Cumbrian River. Body: We’ve always pushed brewing boundaries. While our Staveley Beer Hall is now a cherished memory, our passion for creating exciting new beers is stronger than ever. Explore our latest releases. #HawksheadInnovation #FutureOfBrewing #CumbrianMade
• •Headline: Your Adventure. Our Beer. Body: Whether you're conquering a peak or enjoying a quiet moment, Hawkshead is there. Brewed with passion in Cumbria, for every occasion. What’s your Hawkshead moment? Share with #MyHawkshead.
• •Headline: Moving Forward, Rooted in Quality. Body: Hawkshead Brewery is evolving. Our Flookburgh brewery is now the heart of our operations, ensuring we continue to bring you the award-winning beers you love with renewed focus and energy. The best is yet to come. #HawksheadBrewery #QualityBeer #Cumbria