Brand Tone

Artisanal, Passionate, and Approachable.

Brand Values

• •Authenticity and English Heritage
• •Quality and Craftsmanship
• •Local Sourcing and Norfolk Identity
• •Innovation and Passion
• •Accessibility

Best Practices

• •Lead with the "Why": Always anchor the copy in the brand's origin story —the search for a genuine English-made rum. This narrative of passion and authenticity is your strongest asset.
• •Emphasize "Smoothness and Warmth": Consistently use descriptive language that highlights the rum's signature characteristic of being smooth and warming, never burning. This directly addresses a common barrier for potential rum drinkers.
• •Champion "Norfolk": Keep the brand's local identity at the forefront. Mention "Norfolk honey," "Norfolk spirit," and being "rooted in Norfolk" to reinforce local pride and sourcing.
• •Speak from Passion, Not Just as a Producer": Write with the enthusiasm of a convert. Use language that invites discovery, like "Ready to be converted?" or "A drink that could convert anyone." This makes the brand feel like a passionate guide rather than just a seller.
• •Maintain a Premium but Approachable Tone": Pair high-quality, evocative descriptions ("seductive chocolate," "subtle vanilla") with a welcoming and down-to-earth voice. Mentioning farmers' markets and the family-run aspect keeps the premium product from feeling intimidating.

Social Perception

Highly Positive. Customers and retailers perceive The Norfolk Spirit Company as a high-quality, family-run business producing exceptional local spirits. Online reviews are overwhelmingly positive, with customers frequently using phrases like "incredible British rum," "best rum available," and "delicious." The rum's smoothness is a commonly cited attribute, validating the brand's core mission. The company is seen as a "small yet mighty distillery" and a successful "passion project." The founder's story of a pilot turning to distilling during lockdown has been positively featured in local press, further building a narrative of resilience and local enterprise.

Copy Examples

• •From the heart of Norfolk, a rum that warms but never burns. We triple-distil our spirit in traditional copper stills, using 100% molasses and locally sourced honey for a smoothness you have to taste to believe. This is English rum, crafted with passion. Ready to be converted? #NorfolkRum #EnglishRum #CraftSpirits #SupportLocal
• •We Don't Just Flavour Rum. We Make It. Frustrated that most English rums weren't actually *made* in England, our founder started a mission from his Norfolk home: to distil a true English rum from scratch. Discover the smooth, complex taste of a spirit born from passion.
• •Tired of the same old spirits? It was one taste of a truly remarkable rum that inspired our founder to create his own. Our Norfolk Dark Spiced Rum is packed with notes of cinnamon, cacao, and a hint of Norfolk honey for a perfectly balanced sip. Find us at the Norwich Farmers' Market this weekend or order online for a taste of true Norfolk spirit!
• •Forget what you think you know about white rum. Ours is a light, fresh blend that ’s surprisingly complex. We triple-distil it in small batches for exceptional smoothness, unlocking flavours of dark toffee and juicy raisins. Perfect for a Norfolk Mojito or smooth enough to sip on its own. It's the classic spirit, reimagined with Norfolk soul.
• •It Started with One Sip...