Brand Tone

Craft-focused and Passionate, Pioneering and Innovative, Authentic and Rooted, Premium and Elevated, Resilient and Optimistic, Engaging and Community-Oriented

Brand Values

• •Craftsmanship and Quality
• •Innovation and Exploration
• •Terroir and Authenticity (Sense of Place)
• •Boldness and Rich Flavor
• •Community and Connection
• •Resilience and Adaptability

Best Practices

• •Emphasize "Northwest Originality": Consistently weave in the brand's Oregon roots, the influence of the Pacific Northwest's climate, ingredients, and pioneering/maker culture. Use evocative language that paints a picture of the region.
• •Highlight "Craft and Quality" in Every Detail: Whether discussing ingredients, process, or people, underscore the meticulous attention to detail, the "grain-to-glass" philosophy, and the blend of brewing and distilling expertise.
• •Maintain a "Bold yet Refined" Voice: The copy should reflect the whiskey itself – robust and flavorful, but also balanced and sophisticated. Avoid overly casual or slangy language, aligning with its premium positioning.
• •Communicate with "Confident Transparency" (especially now): Given the bankruptcy news, maintain an open yet optimistic and confident tone about the future. Focus on the enduring values of the brand and its commitment to quality, while acknowledging the path forward.
• •Foster a Sense of "Community and Discovery": Encourage engagement by inviting consumers to explore new flavors, join the club, share their experiences, and be part of the Westward journey. Use language that speaks to a shared passion for innovative, high-quality whiskey.

Social Perception

Highly Regarded for Quality and Innovation, Appreciation for Northwest Identity, Concerns and Curiosity due to Bankruptcy News, Engaged Whiskey Club Community, Positive Experience at Tastings/Distillery, Seen as a Premium, Aspirational Brand

Copy Examples

• •Headline: The Spirit of the Northwest, Reimagined. Body: Born from the rich culture and fertile landscape of Oregon, Westward American Single Malt is more than whiskey – it's a testament to pioneering spirit. We craft every drop with locally malted barley and a brewer's passion, creating a flavor that's bold, balanced, and unmistakably Northwest. Discover the pinnacle of American whiskey. #GoWestward #AmericanSingleMalt #CraftWhiskey
• •Headline: Crafted with Conviction. Aged with Artistry. Body: At Westward, we don't take shortcuts. From our slow, low-temperature fermentation to our meticulous aging in new American oak, every step is a deliberate pursuit of peak flavor. Experience the depth and complexity that only true craftsmanship can deliver. #WestwardWhiskey #QualityOverQuantity #OregonMade
• •Headline: Beyond Bourbon. Beyond Scotch. This is Westward. Body: We're forging a new path in American whiskey. Inspired by the Northwest's innovative ethos, we blend time-honored distilling traditions with a relentless drive to explore. Taste the unique character of an American Single Malt that stands apart. What will your Westward moment be? #PioneerSpirit #AmericanWhiskeyElevated #FlavorExplorers
• •Headline (Addressing the restructure with optimism): A New Dawn for American Single Malt. Body: The journey of a pioneer is one of resilience and bold new horizons. As Westward charts its next chapter, our commitment to crafting exceptional American Single Malt, rooted in the heart of the Northwest, is stronger than ever. The best is yet to come. Join us. #WestwardForward #TheFutureofWhiskey #CraftedResilience
• •Headline (For the Whiskey Club): Unlock the Rarest Flavors of the Northwest. Body: Go deeper into the world of Westward. Our Whiskey Club offers exclusive access to limited releases, unique cask finishes, and a community of fellow explorers. Don't just taste our whiskey – experience its evolution. Become a Westward Insider. [Link to Club] #WestwardWhiskeyClub #ExclusiveAccess #WhiskeyCommunity #OregonCraft