Brand Tone

Approachable and Welcoming, Knowledgeable yet Unpretentious, Experiential and Engaging, Passionate and Enthusiastic, Curated and Quality-Focused, Playful and Modern, Community-Oriented

Brand Values

• •Hospitality
• •Accessibility & Inclusivity
• •Education & Discovery
• •Quality & Authenticity
• •Experience
• •Passion
• •Community Engagement

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Use a conversational, welcoming tone, but let your passion and knowledge shine through naturally. Avoid overly technical jargon unless explained simply.
• •Focus on the "Why," Not Just the "What": Share the stories behind the wines and producers. Explain *why* a particular wine is special or interesting, connecting it back to the experience of drinking it.
• •Embrace Inclusivity: Write copy that appeals to both the seasoned wine lover and the curious newcomer. Make it clear everyone is welcome to explore and learn.
• •Inject Personality: Don't be afraid to be a little playful or show your enthusiasm. Use descriptive language that evokes the atmosphere and experience of the shop and the wines.
• •Highlight Your Values: Consistently weave in messages about quality, artisan producers, hospitality, and the joy of discovery in your communications.

Social Perception

Customers and local media perceive 2A Wine Merchants as a welcome addition that makes wine approachable and fun. They are seen as knowledgeable without being intimidating, with owners who are enthusiastic and engaging. The shop is considered a place for unique and quality wines, often from smaller, artisan producers. Events and tastings are viewed as enjoyable, educational, and good value. The atmosphere is described as relaxed, comfortable, and stylish, yet also a bit edgy and non-traditional.

Copy Examples

• •Curious about Cab Franc? Or just need a great bottle for Tuesday night dinner? We're 2A Wine Merchants – your friendly guides to a world of incredible wines, minus the stuffiness. Come say hi in the Third Ward!
• •At 2A, we geek out on small-batch wines from makers who truly care. Discover bottles with soul, handpicked by us. Because life IS too short for anything but good wine.
• •It's more than a tasting; it's an experience. Join us for [Event Name, e.g., Blind Taste Tuesdays] and let's explore some amazing juice together. Expect good tunes, great company, and zero pretension.
• •From rare finds for your cellar to the perfect 'porch wine,' we're here to help you navigate the world of wine with ease. Our team is steeped in hospitality and ready to share what we love. What are you sipping tonight?
• •Forget the dusty bottle shop vibe. We're bringing fresh energy to the Milwaukee wine scene. Explore artisan producers, organic sips, and maybe even a wine called 'Tiktok O'clock'. Adventure awaits at 2A Wine Merchants.