Abstract
This paper investigates the complex conceptual space of the Black Forest distillers (Brenner) to explore its relevance for and the understanding by its members - the group of artisanal producers. By exploring the relevant features of distillers and their products it allows us to consider the potential for creating a more distinctive outward image and concept, focused on regionality that can be more easily understood by external audiences and thereby enhance its attractiveness. Moreover, we consider how and what innovation is possible in this traditional craft without losing its distinctiveness and undermining community efforts for shaping the outward image.