Brand Tone

Innovative & Modern, Approachable & Inclusive, Playful & Energetic, Confident & Bold

Brand Values

• •Innovation
• •Accessibility/Inclusivity
• •Mixability & Versatility
• •Originality & Free Spirit
• •Quality

Best Practices

• •Embrace the "Rule-Breaker" Mentality: Consistently use language that reflects innovation, modernity, and a departure from overly traditional whisky tropes. Use active, energetic verbs.
• •Highlight Mixability Visually and Verbally: Always showcase the whisky in diverse consumption contexts, especially in vibrant, appealing cocktails. Provide easy-to-follow recipes and encourage experimentation.
• •Keep it Approachable and Jargon-Light: While mentioning the unique production (like infrared toasting), explain its benefits (sweeter, smoother) in simple terms, avoiding overly technical whisky jargon that might alienate newcomers.
• •Engage with a Playful Spirit: Use humor (where appropriate), ask questions, and encourage user-generated content (e.g., "How do you Spearhead?"). Maintain an upbeat and inviting online persona.
• •Be Confidently Different: Don't shy away from what makes Spearhead unique. Own the "lighter, sweeter" profile as a deliberate choice and a strength, rather than trying to compete directly with traditional, heavier Scotch profiles on their terms.

Social Perception

Positive for New/Casual Whisky Drinkers, Valued for Mixability, Seen as Innovative, Good Value Proposition, Mixed for Traditionalists, Successfully Differentiated

Copy Examples

• •Headline: Break Up With Boring Whisky. Body: Spearhead is here to shake up your glass. Smooth, sweet, and seriously mixable. Your cocktails just got an upgrade. #SpearheadWhisky #RuleBreakingSpirit
• •Headline: Scotch, but Not As You Know It. Body: Forget stuffy rules. We use infrared toasted barrels for a flavour that’s light, bright, and ready to mingle. Neat, on ice, or in your next creation – Spearhead plays your way. #FutureOfWhisky #MixItUp
• •Headline: Meet Your New +1 (for any drink). Body: Light, fruity, and oh-so-smooth. Spearhead isn’t just for sipping; it’s for stirring, shaking, and sharing. What will you create? #SpearheadServes #WhiskyReimagined
• •Headline: Tradition Gave Us a Starting Point. Innovation Gave Us Spearhead. Body: We respect the past but craft for the future. Experience the uniquely sweet and versatile taste of our single grain Scotch, born from 100% malted barley and revolutionary infrared toasting. #InnovateTheTradition #SpearheadSpirit
• •Headline: Ready for a Whisky That Does Things Differently? Body: Smooth enough for newcomers, complex enough for connoisseurs, and born to be mixed. Find your flavour with Spearhead. #SpearheadWhisky #ScotchMadeSocial