Brand Tone

Authentic & Grounded, Passionate & Quality-Focused, Community-Oriented & Proudly Orcadian, Resilient & Forward-Looking, Approachable & Friendly

Brand Values

• •Quality Craftsmanship
• •Heritage & Provenance
• •Authenticity & Integrity
• •Community Focus
• •Resilience & Innovation

Best Practices

• •Anchor in Orkney: Always weave in the unique Orkney location, landscape, and spirit. Use descriptive language that evokes the "wind-battered," "rustic," yet "fertile" environment. This reinforces authenticity and provenance.
• •Speak with Passion, Not Hype: Convey genuine enthusiasm for the brewing process, the quality of the beer, and the brewery's story. Avoid overly boastful or trendy language; let the quality and awards speak for themselves, but share your pride.
• •Highlight Quality & Craftsmanship: Consistently reference the dedication to making the "best beer," the awards won, and the care taken in the brewing process (e.g., investments in canning lines for quality).
• •Embrace the "Family & Team" Narrative: Refer to the "Swannay team" or the "father-son" aspect where appropriate to add a personal, approachable touch. This builds a connection beyond just a product.
• •Be Authentic and Transparent: Share the journey – the history, the challenges overcome (like brewery expansion difficulties or adapting to COVID), and the future aspirations. This builds trust and resonates more deeply than a purely polished image.

Social Perception

Highly Respected for Quality, Authentic Orkney Brand, Reliable & Established, Passionate Family Business, Dedicated to their Craft

Copy Examples

• •From our wind-battered corner of Orkney, a new season whispers. Introducing [Beer Name], crafted with the same passion that's poured into every pint since 2004. Expect [flavour notes], a true taste of Swannay. It’s more than beer; it’s our story in a glass. Available now.
• •Another one for the Swannay family! Our [Beer Name] just brought home [Award Name]. We’re incredibly proud to brew award-winning beers right here in Orkney, sharing a taste of our islands with the world. Thanks to our dedicated team and everyone who enjoys our brews. Cheers!
• •The doors to our Swannay taproom are (almost) open! Soon you'll be able to pull up a seat right here at the brewery, taste our freshest pours, and soak in the Orkney air where it all begins. We can't wait to welcome you. Keep an eye out for opening dates!
• •Rooted in Orkney. Our [Beer Name featuring Bere Barley] is brewed with ancient Bere barley, a grain with a story as rich as our island soil. It’s a nod to tradition, a taste of true Orkney provenance, and a pint we’re exceptionally proud of. Discover the heritage.
• •Through sunshine and storms, high tides and headwinds, our commitment remains: brewing the best possible beer from our Orkney home. It's been a journey of passion, perseverance, and plenty of pints. Here's to the craft we love and the community that supports us. #SwannayBrewery #OrkneyBeer #CraftBeerScotland