Brand Tone

Authentic & Heritage-Focused, Craft & Quality-Driven, Approachable & Community-Oriented, Passionate & Story-Driven, Slightly Irreverent

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Family & Legacy
• •Authenticity & Honesty
• •Community & Hospitality
• •Uncompromising Commitment
• •Open-Mindedness
• •Reliability
• •Straightforwardness
• •Sustainability

Best Practices

• •Consistently reference the 1836 Spring Mill Distillery history and the Sleeman family legacy to ground the brand in its authentic story.
• •Use specific language that highlights the traditional methods, copper stills, quality ingredients, and the hands-on approach to distilling and coopering.
• •Share knowledge about spirits and the distilling process in a way that is informative but not alienating, inviting both connoisseurs and newer enthusiasts.
• •Frame products and experiences within the larger narrative of the family, the distillery's revival, and the passion behind the craft.
• •Align with the stated values of honesty and straightforwardness; avoid overly trendy jargon or exaggerated claims, letting the product quality and heritage speak for themselves. If leaning into the "irreverent" value, do so subtly to add personality without undermining the premium positioning.

Social Perception

Positive Recognition for Quality & Craft, Appreciation for Heritage and Story, Local & Canadian Pride, Emerging Brand in a Competitive Market, Mixed Reception on Some Products/Price Points, Valued for Experience

Copy Examples

• •Headline: Generations of Spirit. Crafted for Today. Body: At John Sleeman & Sons, we’re not just making spirits; we’re rekindling a legacy. From the historic Spring Mill Distillery, our family pours generations of know-how into every small batch. Discover the taste of tradition, revived.
• •Headline: More Than Just a Distillery. It's a Story in Every Bottle. Body: Step back in time at Spring Mill Distillery, home of John Sleeman & Sons. Our copper stills and hand-coopered barrels aren't just tools, they're storytellers. Taste the dedication. Feel the history. Share the spirit.
• •Headline: The Ward Bar: Where Guelph Gathers for Good Spirits. Body: Pull up a chair at The Ward Bar. Nestled in our historic distillery, it’s a place to savour finely crafted gin, whisky, and vodka, share stories, and become part of our community. Real conversations, exceptional spirits. Welcome.
• •Headline: Crafted with Conviction. No Shortcuts. Just Damn Good Spirits. Body: We believe in doing things the right way, even if it's the hard way. John Sleeman & Sons: premium Canadian spirits, distilled with an uncompromising commitment to quality and a nod to our spirited past. This is our craft. This is our promise.
• •Headline: From Our Family to Yours: The Enduring Spirit of Canadian Craft. Body: The Sleeman family has a long history with fine Canadian beverages. Now, John Sleeman & Sons brings that passion to the world of spirits. Explore our range of meticulously distilled whiskies, gins, and vodkas, made with pride in Guelph. Here’s to enduring quality.