Brand Tone

Authoritative & Expert, Traditional & Prestigious, Exclusive & Discerning, Formal & Professional, Trustworthy & Established

Brand Values

• •Authenticity & Quality
• •Expertise & Knowledge
• •Exclusivity & Rarity
• •Heritage & Tradition
• •Customer Discretion & Service

Best Practices

• •Develop a Brand Voice Guide: Create an internal document that explicitly defines the brand's tone, core values, preferred terminology (e.g., "collector" vs. "customer," "expression" vs. "product"), and words to avoid. This ensures anyone writing copy understands the desired voice.
• •Prioritize Expertise and Detail: Ensure all product descriptions and informational content are accurate, detailed, and reflect a deep understanding of whisky. Avoid vague or overly simplistic language.
• •Maintain Formality and Professionalism: Steer clear of slang, overly casual colloquialisms, excessive humor, or emojis in official communications and website copy. The language should reflect the high value and serious nature of the products.
• •Emphasize Heritage and Authenticity: Consistently weave in elements of whisky heritage, the craftsmanship involved, and the authenticity of the bottles. Use phrases that evoke a sense of history, rarity, and quality.
• •Review and Edit for Consistency: Before publishing any new copy (website updates, emails, product listings), have it reviewed by someone familiar with the brand voice to ensure it aligns with the established tone and values. Regular audits of existing content can also help maintain consistency.

Social Perception

Specialist Retailer, Respected (within niche), Expensive but Potentially Worth It, Traditional/Old School, Trustworthy for High-Value Purchases

Copy Examples

• •Old and Rare Whisky Ltd: Curating Scotland's Most Sought-After Single Malts Since 1999. Explore a Legacy of Liquid History.
• •A remarkable expression from a long-silent distillery, this [Whisky Name & Age] represents a pinnacle of craftsmanship and a fleeting opportunity for the discerning collector. Authenticity guaranteed, provenance meticulously verified.
• •For over two decades, Old and Rare Whisky Ltd. has been the trusted purveyor for connoisseurs seeking the exceptional. Our expertise lies in sourcing and presenting whiskies of unparalleled character and rarity, each bottle with a story to tell.
• •New Arrivals: Discover Exceptionally Rare & Collectible Whiskies at Old and Rare Whisky Ltd.
• •To experience our collection firsthand and receive expert consultation, please contact us to arrange a private appointment at our Aberdeenshire showroom. Serious enquiries welcome.