Brand Tone

Confident, craft-focused, and creatively rebellious, blending respect for tradition with a modern, design-driven, and unconventional approach. The language is direct, authoritative yet approachable, premium but not pretentious, with subtle wit and clear passion.

Brand Values

• •Creative Independence
• •Design & Aesthetics
• •Quality & Taste-Driven
• •Sustainability
• •Authenticity and Passion

Best Practices

• •Lead with "Why," Not Just "What": Don't just state the age or distillery. Start with the creative choice behind it. Explain why you chose a specific cask finish or bottling strength. This reinforces the brand's passion and expertise.
• •Embrace the "Rebel with a Cause" Vocabulary: Use words like "unconventional," "rule-bending," "creative," "bold," "independent," and "our own way." This language consistently reinforces your core positioning against more traditional brands.
• •Integrate Your Values Seamlessly: When mentioning the bottle or packaging, connect it to your sustainability value (e.g., "bottled in 100% post-consumer glass"). When talking about the founders, link their background to dedication and passion. This makes the values feel authentic, not like a checklist.
• •Balance Premium with Passion: Use sophisticated tasting notes and details about the whisky-making process to convey quality. However, always pair this with passionate, direct, and slightly informal language ("the Unkiltered gang," "weird and wonderful") to remain approachable and avoid sounding elitist.
• •Tell the Story in Every Snippet: Every post is an opportunity to tell a piece of the Unkiltered story. Whether it's the story of a specific cask's journey, the design inspiration for a label, or the reason a family-owned business exists, narrative builds a stronger connection than specifications alone.

Social Perception

Highly positive, especially within the whisky community. Customers and reviewers perceive the brand as passionate, friendly, experimental, "weird and wonderful," and "quirky." Industry and retailers present it as a "bold new whisky brand," appreciating its credibility, engagement, and the authentic story of its founders.

Copy Examples

• •Tradition is a great starting point, but it's a terrible place to stop. Introducing 'The Vagabond,' our new 12-Year-Old Teaninich. We sent this spirit on a creative journey through Oloroso and Virgin Oak casks, and it came back weird, wonderful, and tasting of apple strudel and Sichuan pepper. This is whisky for the curious. This is Unkiltered. Limited to 208 bottles. #UnkilteredSpirits #RuleBendingWhisky #SingleCask
• •We don't follow a map. We follow our palate. Discover single cask whiskies, hand-picked and bottled our own way because taste is everything. #TasteOverTradition
• •This 8-Year-Old from Tobermory was finished for 18 months in a rich Amarone barrique, just because we knew it would be incredible. The result is 'The Winter Warmer'—a dram that’s rich, sweet, and perfect for fireside contemplation. We obsess over the details, from the cask to the 100% recycled glass it's bottled in, so you can focus on the moment. #PoweredByDesign #SustainableSpirits
• •Your next favourite whisky wasn't made in a boardroom. Forget focus groups. Our latest release was born from a shared passion for design, a love for exceptional whisky, and the freedom to do things our own way. Meet our new Mannochmore, finished in a Tawny Port Barrel. It’s memorable, because we made it that way.
• •You don't settle for the default playlist. Why settle for the default dram? Unkiltered is independent Scotch for independent thinkers. We find exceptional single casks and give them a creative twist. No color added. No chill-filtering. No compromises. Just memorable whisky. #Unkiltered