When I was conceptualising the brand that I wanted to represent my whisky, the goal was to evoke a sense of exclusivity without the hollow, corporate industrial feel of mass produced whisky. Something that could be both understated and disruptive.

After much deliberation I decided to channel an aesthetic inspired by cosmetics and perfumery (another luxurious good often used to signal status and taste), and bottle the whisky in a short brown bottle which was very contrary to the cliche, tall whisky bottles seen on shelves.

This shape, colour, and understated aesthetic immediately creates a unique product that screams “exclusive, handmade and luxurious” while the name emphasises exclusivity and urgency all without a hard sell.

We then use a combination of beautiful photography and shorty-telling around ideas of family, tradition and simplicity to market this award winning whisky which sells out within 4 weeks every time we release a batch.

I’d love to say we choose to hand fill every barrel.

I’d love to say we

keep things small

to make sure we pay the outmost attention to every batch.

I’d love to pay a copywriter to come up with something whimsical

about our water or the ‘terroir’ of our maize.

The truth is we are a tiny distillery at the tip of Africa.

We are self funded, so we are small.  

We have no choice but to hand fill every batch,

no choice but to make sure we make the

best whisky

we possibly can.

This whisky not only fills us with pride, but it puts food

on our table and supports our families. So

thank you

for becoming a part of our journey and

for bringing a part of us into your home.

A tiny batch of whisky,

with a big big soul.

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Ugly Gin