Brand Tone

Artisanal, Local, and Passionate

Brand Values

• •Quality over Quantity
• •Authenticity and Craftsmanship
• •Community and Experience
• •Local Inspiration

Best Practices

• •Lead with Your Location: Always mention "Hay-on-Wye." It is your strongest unique identifier and immediately grounds the brand in a specific, charming place. It differentiates you from the similarly named "Hayman's."
• •Emphasize "Small" and "Handcrafted": Use words like "micro," "small batch," "tiny," "hand-labeled," and "handcrafted" consistently across all communications. This reinforces the core values of quality and artisanal craftsmanship.
• •Tell Your Personal Story: The origin story of the "Wild Knapp Gin" is powerful. Weave personal anecdotes and the passion behind the brand into your copy. It makes the brand relatable and authentic.
• •Focus on Local Ingredients: Talk specifically about the botanicals sourced from "the knapp" or the use of your own spring water. This highlights the unique terroir of your gin and your connection to the local environment.
• •Adopt a Welcoming and Unpretentious Voice: Your copy should sound like a friendly invitation. Use simple, direct, and passionate language. Avoid corporate jargon. The tone should feel like you are speaking to a guest in your tasting room warm, knowledgeable, and genuinely excited to share your creation.

Social Perception

Perceived as a charming and high-quality local gem, an authentic craft distillery offering an intimate and unique experience. Valued as a local producer and point of interest in Hay-on-Wye, often seen as an exclusive find due to limited broad online presence.

Copy Examples

• •Born in a Hay-on-Wye Kitchen, Crafted for Your Glass. Discover Gin Made with Passion, Not Pretense.
• •It started with a spark of inspiration and the wild botanicals at our doorstep. Our Wild Knapp Gin is a true taste of Hay-on-Wye, distilled in batches of just 25 bottles. Each sip carries notes of local thyme, elderberries, and the crispness of our own spring water. This is more than gin; it's our story, bottled by hand.
• •We re not a big corporation. We re a micro-distillery with a big heart, right in the center of Hay-on-Wye. We believe the best spirits are made in small batches, with local ingredients and a lot of care. Come visit our tasting room, say hello, and let us pour you a drink that s truly from here.
• •Escape to the heart of Hay-on-Wye and find us at the Hay Distillery. We re pouring handcrafted cocktails and sharing the story behind our award-winning spirits. Pull up a chair in our relaxed tasting room and experience the passion that goes into every single bottle.
• •Hay Distillery: The Spirit of Hay-on-Wye.