For Industry — Licensing
Your brand talks about drinking every day.
This is the language to do it well.
The Behavioral Permission Framework is a proprietary, published language system for alcohol brands that want to communicate with emotional accuracy, principled consistency, and the kind of honesty that actually builds trust.
Enquire about licensingThe core tension
Most brand language in this category is inconsistent, vague, or both. The Behavioral Permission Framework resolves that with a system built on published intellectual work, defined scope, and demonstrable rigor. It is not a tone of voice guide. It is a licensed methodology.
What the framework is
Three layers. One coherent system.
The Behavioral Permission Framework operates across three functional layers, each derived from the published companion texts that underpin the methodology.
Curated vocabulary
Emotionally accurate, non-directive language for describing alcohol-adjacent experience: mood, occasion, decision-making, and social context.
How language is applied
Governing principles for what to say, what not to imply, and how to navigate the line between invitation and permission across every channel.
Channel-ready outputs
Translation of the above into campaign copy, packaging language, event communications, staff training materials, and editorial content.
What licensees receive
A documented methodology your team can use.
| Deliverable | What it gives you |
|---|---|
| Framework specification document | A documented methodology and application guide your team or agency can work from directly. |
| Approved vocabulary sets | Language aligned to your brand tone and target occasions, with clear guidance on what to avoid and why. |
| Discourse exclusions guide | Explicit documentation of the language patterns that fall outside the framework and the reasoning behind each. |
| Implementation alignment | Review and support during deployment to ensure fidelity to the framework across channels. |
| Licensed credential | A proprietary credential you can reference as evidence of principled, considered brand language in communications and regulatory contexts. |
Why this matters commercially
Competitive differentiation
In a category where brand language is functionally interchangeable, a licensee communicates with a depth and coherence competitors cannot replicate. The methodology is proprietary. The published foundation creates a credibility trail ad hoc copywriting never can.
Reduced reputational risk
Language choices in alcohol marketing are increasingly scrutinised. Brands that can demonstrate a principled, documented approach are materially better positioned to defend their communications to regulators, advocacy groups, and consumers.
Internal alignment
Marketing teams and agencies frequently produce inconsistent language because no agreed vocabulary exists. A licensed framework gives every stakeholder a common reference point, reducing revision cycles and speeding production across channels.
Authentic connection
Language that is emotionally accurate, honest about ambiguity, and free of cheerleading or judgment builds the kind of trust that drives loyalty. The framework is designed precisely for this.
Licensing enquiries
Start the conversation.
Licensing is available to alcohol brands and their appointed communication agencies. To receive the framework overview document and discuss application context, complete the form below.
The Behavioral Permission Framework is intended for use only in reflective, non-directive contexts addressing adult audiences who retain full agency over their alcohol use. It is not designed for individuals experiencing physical dependency, loss of control, acute risk, or situations requiring clinical intervention. Any application outside these limits falls outside the framework's intended scope.