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.”