Brand Tone

Aspirational, knowledgeable, passionate, down-to-earth, and witty, blending the aura of an aspirational craftsman with an approachable innovator.

Brand Values

• •Authenticity & Craftsmanship
• •Resourcefulness & Innovation
• •Local Terroir
• •Community & Connection
• •Quality over Quantity

Best Practices

• •Always Tell the Story: Never miss a chance to weave in elements of your narrative—the resurrected cheese factory, the three mates, the shipping containers. This story is your most unique asset.
• •Balance "Premium" with "Personable": Use evocative, high-end language to describe the product's quality ("hand-forged," "conjure," "art and science") but maintain a relatable, down-to-earth voice in your calls to action and community interactions ("swing by," "meet the guys").
• •Champion Your "From Scratch" Philosophy: Consistently remind your audience that you are an "all grain" distillery. Use phrases like "grain to glass," "no shortcuts," and "made from scratch" to differentiate your brand from competitors.
• •Anchor the Brand in the Mackenzie: Use the local environment as a character in your brand story. Mention the "pure alpine water," "Canterbury grains," and "foraged local botanicals" to ground your product in its unique terroir. Visually, continue pairing product shots with landscape imagery.
• •Speak with Passionate Confidence: Your tone should reflect your belief in your product. Use strong, declarative sentences and bold statements ("produce the best spirits we can with big flavours"). Let your passion for the craft shine through in every piece of copy.

Social Perception

A hidden gem and an authentic craft experience, viewed as genuine, passionate, and offering high-quality, unique spirits through an intimate and memorable interaction, making it an integral part of local tourism.

Copy Examples

• •Art and science, bottled. Our Blue Gin gets its vibrant hue from the butterfly pea flower, but the real magic is in the taste—a classic juniper-forward gin crafted from Canterbury barley. Add a splash of tonic and watch the colour transform. This is Mackenzie Country magic, from grain to glass. #ResurrectionDistillery #BlueGin #NZCraftGin #MackenzieCountry #DrinkLocal
• •Don't just see the Mackenzie Basin. Taste it. Swing by Resurrection Distillery near Twizel for a tour and tasting. We're the guys who resurrected a cheese factory into a distillery, turning pure alpine water and local grains into award-winning spirits. Book a tour online and meet the makers. #ResurrectionBooze #Twizel #MackenzieNZ #DistilleryTour
• •MEET THE GUNRUNNER. Our tribute to the spirit of revolution. Made from a blend of corn, barley, and rye, this is moonshine done the Resurrection way—smooth, fresh, and unapologetically bold. No shortcuts. All grain. All day. [Shop Now]
• •From our wild west to your home. We've been experimenting again. For a limited time, get your hands on our new [Seasonal Liqueur Name]. We foraged [key ingredient] from the hillsides right behind our distillery to create this one-of-a-kind flavour. Only 100 bottles exist. Be the first to try it. #LimitedRelease #SmallBatch #HandForged
• •WE START WITH GRAIN, NOT SHORTCUTS. At Resurrection Distillery, we believe great spirits are made, not just mixed. That's why we craft every drop from scratch in our resurrected distillery in Twizel. It's the harder way, but it's the right way. Discover the difference. Discover Resurrection.