Brand Tone

Rebellious, Spirited, Authentic, and Welcoming

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Heritage (with a modern twist)
• •Community & Local Pride
• •Uniqueness & Innovation
• •Fun & Entertainment

Best Practices

• •Embrace the "Skully" Attitude: Infuse copy with a touch of playful rebellion, confidence, and a bit of that "cantankerous scoundrel" spirit. Don't be afraid to be a little edgy and informal.
• •Tell the Story: Continuously weave in elements of the brand's origin – Tommy Brunett's musical roots, the backyard BBQ inspiration, and the "two great American pastimes" (whiskey and BBQ smoke).
• •"Whiskey Up!" Always: Use the signature tagline and similar spirited calls to action to maintain energy and brand recognition.
• •Highlight "Local & Handcrafted" with Personality: Talk about NYS farm ingredients and small-batch processes, not in a dry, technical way, but with the pride and passion of a local artisan who’s also throwing a great party.
• •Keep it Energetic and Engaging: Use vivid, active language. Pose questions to the audience. Reflect the lively atmosphere of the distillery and its events in the written word. Avoid overly formal or passive phrasing.

Social Perception

Bold and innovative craft distillery with a strong local identity and a unique, enjoyable product.

Copy Examples

• •Forged in Smoke. Bottled with Attitude. Iron Smoke ain't your grandpappy's sippin' whiskey (unless your grandpappy was a rockstar). Handcrafted with NY grains and a rebellious kiss of applewood smoke. Whiskey Up!
• •Weekend forecast: 100% chance of good times and great bourbon. Our World Famous Watering Room is callin' your name. Live tunes, killer cocktails, and that signature Iron Smoke. #IronSmokeDistillery #WhiskeyUp #FairportNY
• •Meet Iron Smoke Casket Strength. Uncut, unfiltered, and unrepentantly bold. This is raw power at 120 proof, smoothed by our signature applewood smoke. Not for the faint of heart. Are you ready?
• •Life’s too short for boring bourbon. Iron Smoke Distillery: Where locally sourced meets loudly celebrated. Grab a bottle, crank the music, and let the good times roll.
• •The Sideshow is alive! This ain't just a tasting room, it's a full-blown rock 'n' roll circus. Check our lineup – your next legendary night out starts at Iron Smoke. [Link to events]