Brand Tone

The brand’s tone is confident, expressive, and unconventional. It blends the passion of a craft artisan with a rebellious edge. The language used on its website and in its story is evocative and bold. This is not a traditional, heritage-focused distillery; it is modern, daring, and unapologetic about its experimental nature. The tone is knowledgeable but accessible, inviting consumers to explore new flavor profiles.

Brand Values

• •Boldness & Rebellion
• •Craftsmanship & Quality
• •Innovation & Creativity
• •Passion

Best Practices

• •Embrace the "Wild Spirit" Voice: All copy should feel confident, bold, and slightly rebellious. Use active language and avoid passive, stuffy, or overly traditional phrasing. The brand is a rule-breaker, and the voice should reflect that.
• •Lead with Flavor and Sensory Language: The brand's identity is built on unforgettable flavors. Use vivid, descriptive words that evoke taste, smell, and feeling—"a punch of juniper," "a whisper of eucalyptus," "the zing of clementine," "a blanket for the knee."
• •Tell the Story of the "Why": Connect the products back to the brand's core values. Explain *why* a certain botanical was chosen or what inspired a seasonal gin. This reinforces the passion and creativity behind the brand.
• •Use the "Poetic License" Concept: Directly reference the brand name and its meaning. Frame the creation of new spirits as an act of taking "poetic license" with traditional recipes. This reinforces the central brand idea in the consumer's mind.
• •Maintain a Balance of Artisan and Attitude: While the tone is rebellious, it must also convey quality and expertise. Mention the traditional methods, the hand-crafted nature, and the awards won to ground the bold attitude in undeniable craftsmanship. It's a "maverick with a method."

Social Perception

Poetic License is perceived as a high-quality, innovative, and flavor-forward craft distillery. Customers and reviewers frequently highlight the bold and often intense flavor profiles of the gins. The bottle design is often praised for being distinctive, modern, and gift-worthy. The brand is seen as a respected player in the craft gin movement, successfully balancing unique, modern tastes with high-quality production. Winning numerous awards has solidified its credibility among gin enthusiasts and industry experts.

Copy Examples

• •Why whisper when you can make a statement? Our Northern Dry Gin isn’t for the faint of heart. It’s a bold symphony of juniper, a spicy kick of green cardamom, and a bright spark of Persian lime. We broke the rules, so you can break the ice. #PoeticLicense #WildSpirits #Gin
• •Convention is overrated. Taste the experiments that made the cut. Our Rarities are small-batch spirits for the curious and the bold. Here for a good time, not a long time.
• •We've bottled the feeling of a fire crackling on a cold night. Ember Glow Gin is a conversation between warming mulling spices and the bright, zesty spark of clementine. It’s a spirit crafted with no regard for the rulebook, designed to be savored while you write your own stories. Wildly creative, unapologetically flavorful.
• •Tired of the Same Old G&T? Your spirit is wild. Your drink should be too. At Poetic License, we craft spirits that don't just follow a recipe—they follow a feeling. From our award-winning Northern Dry to our ever-changing seasonal experiments, every bottle is a challenge to the ordinary. Discover your new favorite. [Shop Now]
• •Poetic License Distillery: Crafted with Rebellion.