Brand Tone

Passionate, Artisanal/Craft-focused, Authentic & Transparent, Premium & aspirational, Connected to Place/Provenance, Respectful

Brand Values

• •Quality & Craftsmanship
• •Provenance & Maritime Identity
• •Innovation
• •Authenticity & Storytelling
• •Sustainability
• •Community/Family
• •Exclusivity

Best Practices

• •Emphasize Maritime Provenance: Consistently weave in references to the ocean, the coastal location (Bicheno, Tasmania), the salt air, and the "maritime" influence in product descriptions, social media, and storytelling. Use evocative language that paints a picture of the wild, rugged coast.
• •Highlight Craftsmanship and Quality: Talk about the meticulous distillation process, the quality of ingredients (like Tasmanian barley), innovative techniques (e.g., yeast cultivation, unique cask finishes), and the expertise of Head Distiller Rob Polmear. Mention awards and positive reviews subtly to reinforce quality.
• •Share the Authentic Story: Incorporate elements of the brand's founding story, the family connection, the history of the location (former oyster hatchery), and the significance of the name "Waubs Harbour" and Wauba Debar. This adds depth and authenticity.
• •Use Passionate and Evocative Language: Employ sensory words that describe not just the taste (e.g., "salty kiss," "rich," "oily," "complex," "creamy raisin," "butterscotch") but also the feeling and atmosphere of the brand and its location. Words like "wild," "rugged," "pure," and "elemental" can be effective.
• •Maintain a Premium yet Approachable Voice: While the whisky is premium and often exclusive, the tone should still feel welcoming and passionate. Avoid overly technical jargon unless explaining a specific innovation. Focus on the experience and the story behind the spirit, inviting people to become part of the Waubs Harbour journey.

Social Perception

Highly Regarded, Unique & Distinctive, Innovative & Exciting, Authentic Tasmanian Brand, Worth the Premium, Rapidly Growing Cult Following

Copy Examples

• •Headline: Waubs Harbour: Taste the Tasmanian Tide. Body: Crafted where the land meets the wild Southern Ocean. Every sip of Waubs Harbour single malt tells the story of our rugged coast, matured by salt-laden air. Discover whisky that’s truly Tasmanian, truly maritime.
• •Headline: Beyond the Barrel: The Spirit of Bicheno. Body: At Waubs Harbour, we don’t just make whisky; we bottle the essence of our home. From our historic namesake, Wauba Debar, to the pristine waters influencing every drop, experience a taste as rich in character as our Tasmanian heritage.
• •Headline: Award-Winning. Ocean-Forged. Unforgettable. Body: Experience the acclaimed taste of Waubs Harbour. Our family’s passion and the ocean’s embrace create single malts celebrated for their depth and unique maritime finish. Secure your taste of Tasmania’s wild east coast.
• •Headline: Limited Release. Unlimited Character. Body: Our latest small-batch creation is here – but not for long. Born from innovation and matured by the sea, each Waubs Harbour limited release is a unique journey in flavour. Join our mailing list for exclusive access.
• •Headline: The Art of Maritime Maturation. Body: Just meters from the Tasman Sea, our casks breathe in the briny air, infusing our whisky with a signature salty complexity. At Waubs Harbour, tradition meets the tide, creating a spirit as profound as the ocean itself.