Brand Tone

Artisanal & Innovative, Passionate & Knowledgeable, Eco-Conscious & Ethical, Proudly South African, Approachable & Engaging

Brand Values

• •Quality & Craftsmanship: Commitment to producing exceptionally smooth, high-quality, award-winning spirits through meticulous, small-batch processes.
• •Innovation & Experimentation: Constantly exploring new botanicals and distilling techniques, blending science and art.
• •Sustainability & Responsibility: Dedication to using organic, locally sourced ingredients, sustainable production practices, aiming for carbon neutrality, and recycling by-products.
• •Authenticity & Heritage: Celebrating South African flora and the history of their Woodstock location.
• •Community & Education: Engaging with customers through experiences like tours and workshops, and supporting local causes.

Best Practices

• •Emphasize the "Science, Art, Nature" Fusion: Consistently weave in language that reflects the meticulous, scientific approach combined with artistic craftsmanship and the use of natural, often unique, botanicals.
• •Highlight Local Roots & Ingredients: Regularly mention "South African botanicals," "African craft," "locally sourced," and the Woodstock heritage to reinforce authenticity and connection to place.
• •Showcase Sustainability Efforts: Integrate messages about organic ingredients, eco-friendly production, carbon neutrality, and community support to appeal to conscious consumers and underscore brand values.
• •Use Evocative & Sensory Language: Describe the spirits with rich, descriptive terms that evoke their unique flavors, aromas, and the experience of drinking them (e.g., "sweet smokiness," "lemony sweetness," "floral notes").
• •Maintain a Passionate yet Approachable Voice: Convey the team's passion for distilling and their expertise, while remaining inviting and encouraging exploration, whether through trying products or participating in experiences.

Social Perception

New Harbour Distillery is generally perceived as a high-quality, innovative craft distillery that produces unique and flavorful spirits, deeply rooted in South African botanicals. Customers appreciate the brand's commitment to local ingredients, sustainability, and the artisanal nature of its products. The unique flavor profiles of their gins and other spirits are a significant draw. While there are some mentions of customer service issues, the overall sentiment towards the product quality and brand ethos is positive. They are seen as a local business worth supporting.

Copy Examples

• •Headline: Discover the Spirit of Africa. Handcrafted. Organic. Unforgettable. Body: At New Harbour Distillery, we blend science, art, and the rich bounty of South African botanicals to create award-winning spirits. Taste the passion in every drop.
• •Headline: From Our Woodstock Home, To Yours. Body: Rooted in the historic heart of Cape Town, New Harbour Distillery crafts small-batch gins, vodkas, and whiskies that tell a story of local heritage and innovative distillation. Experience authentic African craft.
• •Headline: Sip Sustainably. Body: We believe exceptional spirits shouldn't cost the Earth. That’s why we’re committed to organic ingredients, eco-friendly practices, and giving back to our community. Explore our carbon-neutral journey.
• •Headline: Unleash Your Inner Alchemist. Body: Join our Gin-Making Workshop and delve into the fascinating world of distillation with our Master Distiller. Craft your own signature gin, infused with unique African botanicals.
• •Headline: More Than Just a Distillery. It's a Flavour Adventure. Body: Explore the unique taste of Rooibos, Spekboom, and Maroela. Our experimental approach and dedication to local ingredients redefine craft spirits. What will be your discovery?