Brand Tone

Passionate & Enthusiastic, Informal & Approachable, Humorous & Slightly Irreverent, Confident & Knowledgeable, Community-Oriented

Brand Values

• •Freedom & Independence
• •Quality & Craftsmanship
• •Passion for Hops
• •Authenticity & Down-to-Earth
• •Innovation & Creativity
• •Community & Family

Best Practices

• •Embrace the "Freedom" Narrative: Consistently weave the theme of freedom, independence, and brewing without constraints into your messaging. This is your core differentiator.
• •Speak with Passion and Enthusiasm (with a Dash of Humour): Let your love for craft beer shine. Don't be afraid to be playful and use witty or slightly irreverent language where appropriate, reflecting the personality seen in beer names and existing copy.
• •Be Authentic and Approachable: Maintain a down-to-earth, friendly voice. Engage genuinely with your audience and avoid overly corporate or stuffy language. Share behind-the-scenes glimpses and stories about the people behind the beer.
• •Highlight Quality and Craftsmanship (but don't be boring): While you’re having fun, subtly remind your audience of the quality, awards, and skill that go into each brew. Let the product's excellence underpin the playful tone.
• •Foster Community: Encourage interaction, share user-generated content (with permission), and make your audience feel like part of the Liberty family. Use language that invites conversation and shared experiences.

Social Perception

Highly Respected & Award-Winning, Producers of High-Quality, Flavourful Beer, Cult Following, Innovative & Passionate Brewers, Approachable & Engaging

Copy Examples

• •Unleash the beast! Our NEW [Beer Name] IPA is a hop-fuelled joyride for your tastebuds. We’ve crammed it with [Hop Variety 1] and [Hop Variety 2] for an explosion of [flavour notes]. Freedom never tasted so good. Grab yours before Joe drinks it all.
• •Helensville's calling! Join the Liberty crew this Friday for fresh brews, good yarns, and maybe a sneak peek of what’s fermenting. We’re tapping [Beer Name] at 5 PM sharp. Your tastebuds (and your mates) will thank you. #LibertyBrewing #CraftBeerNZ
• •Well, shucks. We’re blushing (and still a bit hungover from celebrating). Honoured to snag [Award Name] for our [Beer Name]! Massive thanks to our amazing team and everyone who enjoys the freedom in every pint. This one’s for you! #AwardWinningBeer #NZCraftBeer
• •Why do we do what we do? Because life’s too short for boring beer. At Liberty, it’s all about the freedom to brew bold, flavour-packed beers that we love to drink. No compromises, no corners cut. Just pure, hop-happy goodness. #LibertyValues #IndependentBeer
• •Weekend plans: sorted. Finding a little bit of Liberty wherever the adventure takes us. What Liberty brew is in your chilly bin? Show us your #LibertyMoments! 🍻