Brand Tone

Authentic & Traditional, Storytelling & Historical, Proud & Confident, Approachable & Passionate, Resilient & Independent, Respectful (of heritage and craft)

Brand Values

• •Quality
• •Craftsmanship & Tradition
• •Heritage & Legacy
• •Authenticity & Transparency
• •Patience
• •Community & Engagement
• •Independence

Best Practices

• •Embrace the 'Handcrafted' Narrative: Consistently use language that emphasizes manual processes, small-batch production (where applicable), and the human element behind the whisky. Words like 'by hand,' 'artisan,' 'traditional,' and 'meticulous' reinforce this.
• •Weave in History and Heritage: Regularly connect the modern distillery with its 1821 origins. Use storytelling to highlight the 'reawakening' and the legacy being continued. This adds depth and authenticity.
• •Highlight Provenance and Place: Emphasize its unique location as 'mainland Scotland's most northerly distillery.' Use descriptive language that evokes the rugged, coastal Caithness environment, as this influences the spirit's character and the brand's identity.
• •Focus on Quality and Natural Processes: Stress the use of 'finest ingredients,' quality cask selection, non-chill filtration, and natural color. This appeals to discerning whisky drinkers who value transparency and authenticity.
• •Maintain a Tone of Passionate Expertise, but Remain Approachable: While showcasing deep knowledge and pride in the craft, ensure the language is inviting and understandable. Share insights from the distillery team to personalize the brand and connect with consumers on a more human level. Encourage interaction and feedback.

Social Perception

Positive Reputation for Quality, Appreciation for Authenticity and Tradition, Intrigue and Respect for the Story, Seen as a Rising Star, Valued Distillery Experience, Strong Customer Service, 'Fiercely Independent' Appeal

Copy Examples

• •Headline: Wolfburn: Crafted by Time, Revived by Passion. Since 1821. Body: From the rugged northernmost tip of mainland Scotland, Wolfburn’s spirit flows once more. Discover the taste of truly handcrafted single malt, made without haste, just as it always was. Every drop tells a story.
• •Headline: More Than Whisky. It's a Legacy Reawakened. Body: For nearly 150 years, Wolfburn was a whisper of the past. Today, our stills breathe life back into that legend. Experience the smooth, complex character born from traditional methods and the purest Highland water. Taste the dedication.
• •Headline: Fiercely Independent. Uncompromisingly Smooth. Body: At Wolfburn, we answer to no one but our craft. We take our time, select only the finest casks, and let the wild Caithness coast shape our spirit. This is Wolfburn Northland – as authentic as the land it comes from.
• •Headline: The North Star of Single Malts. Body: Journey to the very edge of Scotland with Wolfburn Aurora. Matured in a symphony of American oak and Spanish Oloroso sherry casks, it’s a dram that balances tradition with bright, sherried complexity. Uncover the glow.
• •Headline: From Our Hands to Yours: The Wolfburn Way. Body: No automation, no shortcuts. Just the dedicated hands of our small team, milling, mashing, distilling, and bottling on-site. Join us for a tour and see the true meaning of handcrafted. Feel the passion. Taste the difference.