Lone Wolf, the new spirits business backed by Brewdog, wants to be seen as a brand that fights for the “truths” of the alcohol industry – a calculated step away from its parent company’s self-proclaimed punk ethos.
While Brewdog continues to rage against the establishment (despite unwittingly being a part of it) through its plethora of well-documented PR stunts, Lone Wolf’s tone of voice is more stoic; it promises consumers an intellectual revolution rather than a shouting, swearing, dead squirrel-toting one.
“Lone Wolf goes it alone,” the brand’s managing director Doug Bairner told The Drum at last week’s launch event. “We do things in a way that we think is the right way. Craft is a word that is overused and has been plagiarised by too many people, and we want to put the craftsmanship back into spirits.”
While Brewdog continues to rage against the establishment (despite unwittingly being a part of it) through its plethora of well-documented PR stunts, Lone Wolf’s tone of voice is more stoic; it promises consumers an intellectual revolution rather than a shouting, swearing, dead squirrel-toting one.
“Lone Wolf goes it alone,” the brand’s managing director Doug Bairner told The Drum at last week’s launch event. “We do things in a way that we think is the right way. Craft is a word that is overused and has been plagiarised by too many people, and we want to put the craftsmanship back into spirits.”
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