Brand Tone

Artisanal & Authentic, Premium & Quality-Focused, Natural & Pure, Approachable Sophistication, Proudly Local

Brand Values

• •Quality & Craftsmanship
• •Locality & Terroir
• •Purity & Natural Ingredients
• •Authenticity & Transparency
• •Innovation within Tradition

Best Practices

• •Emphasize the "Why Apples": Consistently highlight the unique apple base and its benefits (smoother taste, gluten-free, local) as a core differentiator.
• •Showcase "Craft" and "Local": Use language that reflects the artisanal, small-batch nature and the connection to Upstate New York's agriculture and community. Words like "handcrafted," "small batch," "local orchards," "New York State apples" should be recurrent.
• •Maintain a Premium yet Accessible Voice: While showcasing awards and quality, ensure the language remains inviting and not overly exclusive. Share cocktail recipes and serving suggestions that appeal to a broad audience.
• •Highlight Certifications Naturally: Integrate mentions of "gluten-free" and "kosher" as inherent qualities that speak to the purity and inclusivity of the brand, rather than just technical labels.
• •Visual Storytelling Alignment: Ensure copy complements the visual identity seen on Instagram and the website – scenic, natural, high-quality, and authentic. The words should evoke the same feeling as the images of orchards, apples, and refined cocktails.

Social Perception

A Unique Craft Spirit, High Quality & Smooth, Appealing to Health-Conscious Consumers, A Taste of New York, Worth the Price

Copy Examples

• •Headline: From New York Orchards, To Your Glass. Purely Upstate. Body: Discover the crisp, smooth taste of Upstate Vodka, handcrafted in small batches from 100% New York apples. Naturally gluten-free, always exceptional. Taste the difference local makes. #UpstateVodka #AppleVodka #CraftSpirits #DrinkLocalNY
• •Headline: The Soul of New York, Distilled. Body: Upstate Vodka isn't just made, it's crafted. With 70-80 local apples in every bottle, experience a vodka that's exceptionally smooth with a subtle, sweet finish. Sip the spirit of Upstate. #CraftVodka #GlutenFreeVodka #KosherVodka #NYMade
• •Headline: Beyond Grain. Beyond Ordinary. Body: Why apples? For a uniquely smooth, clean vodka with a character all its own. Upstate Vodka is a testament to nature's perfection and artisanal dedication. Award-winning taste, naturally. #UpstateDifference #AppleDistilled #VodkaRedefined
• •Headline: Your Autumn Cocktail’s Secret Ingredient. Body: As the leaves turn, elevate your gatherings with the warm, subtle notes of Upstate Vodka. Perfect for fall-inspired cocktails or simply savored on the rocks. Handcrafted for memorable moments. #FallCocktails #UpstateVodka #HandcraftedSpirits #NYApples
• •Headline: Certified Quality. Undeniably Smooth. Body: Proudly Gluten-Free and Kosher Certified. Upstate Vodka offers a pure, premium experience without compromise. Crafted with passion from New York apples, for a taste that’s simply superior. #CertifiedGoodness #SmoothVodka #UpstateNY #DrinkClean