Brand Tone

Heritage-Driven & Authentic, Craft-Oriented & Quality-Focused, Hospitable & Welcoming, Confident & Respectful, Slightly Enigmatic/Exclusive (Historically)

Brand Values

• •Family & Heritage
• •Quality & Craftsmanship
• •Tradition & Legacy
• •Hospitality & Generosity
• •Integrity & Innovation
• •Patience & Methodical Growth

Best Practices

• •Emphasize Family and Heritage: Consistently weave in the narrative of being family-owned and operated for generations. Use terms like "legacy," "tradition," and "since 1936" to reinforce this.
• •Highlight Craftsmanship and Quality: Use descriptive language that speaks to the care, patience, and skill involved in the distilling process. Focus on the "art" and "craft" of whiskey making, and the resulting "quality" and "complexity."
• •Maintain a Hospitable and Inviting Voice: Address the audience directly and warmly, as if welcoming them to the family estate. Phrases like "join us," "experience," and "share with us" can foster this connection.
• •Speak with Quiet Confidence: The tone should reflect a deep-seated belief in the product's excellence without resorting to overt bragging. Let the quality and heritage speak for themselves, supported by factual, evocative descriptions.
• •Balance Tradition with Forward Momentum: While heritage is key, subtly introduce elements of innovation and future vision, especially in light of recent partnerships and expansions, to show the brand is evolving while staying true to its roots.

Social Perception

Highly Respected & Sought-After, Authentic & Family-Run, Premium Quality, Iconic Bottle (Pot Still), Great Visitor Experience, Historically Mysterious (NDP Era), Associated with Rarity/Allocated Products

Copy Examples

• •Headline: Rooted in Kentucky. Raised by Family. Ready for Your Glass. Body: Since 1936, the Willett family has been crafting exceptional bourbon and rye on our historic estate. We pour generations of tradition and a spirit of Southern hospitality into every bottle. It's more than whiskey; it's our legacy, shared.
• •Headline: The Art of Patience. The Taste of Willett. Body: True character isn't rushed. At Willett, we take our time, from mashing Kentucky grains to aging in our hillside rickhouses. The result? A whiskey of uncompromising quality and memorable depth, crafted for those who savor slowly.
• •Headline: More Than a Distillery. It's Our Home. Welcome. Body: Nestled in the heart of Bardstown, the Willett Distillery opens its doors to friends, family, and fellow whiskey lovers. Experience our time-honored process, taste the spirit of Kentucky, and make a lasting memory with us.
• •Headline: Willett Family Estate: Where Rarity Meets Remarkable. Body: For the discerning palate, our Family Estate Collection offers a unique journey into the heart of our rarest barrels. Each limited release is a testament to our distilling artistry, bottled at cask strength for an undiluted expression of Willett.
• •Headline: Tradition Distilled. Future Inspired. Body: Nearly a century of Willett whiskey-making informs every new creation. While honoring our rich past, we embrace the bold spirit of innovation, ensuring the future of American whiskey is as rich as its heritage.