Tono de Marca

approachable, enthusiastic, and educational

Valores de Marca

• •quality
• •transparency
• •accessibility
• •connection

Mejores Prácticas

• •Always use the "Du" form: Maintain the personal and direct address (the informal "you") across all German-language channels. This is fundamental to the brand's approachable and friendly tone.
• •Emphasize the experience, not just the product: The core offering is not just wine; it's a fun, educational, and convenient experience. Copy should focus on the feeling and the benefits: "no-stress evenings," "discovering something new," "connecting with friends," and "bringing the vineyard tour home."
• •Tell the story: Weave the narrative of the founders, the winemakers, and the regions into the copy. People connect with stories. Instead of just listing a wine's attributes, tell the story of the family who made it or the unique characteristic of its valley.
• •Keep it simple and relatable: Avoid overly technical wine jargon. The brand's mission is to make wine accessible. Use clear, simple, and enthusiastic language that a novice can understand and a connoisseur can appreciate for its lack of pretense. The phrase "Schau mal Wein" is the perfect embodiment of this.
• •Ask engaging questions: Foster a sense of community by asking questions in social media captions and emails. "What's your go-to wine for a relaxing evening?" or "Which region should we explore next?" This reinforces the brand's interactive and conversational nature.

Percepción Social

The brand is perceived as an innovative and modern way to experience wine tasting. By partnering with platforms like Jochen Schweizer and mydays, they are positioned as a unique gift or event idea. On their social media, interactions are friendly and personal, fostering a positive and welcoming image. The lack of significant public reviews means perception is largely shaped by the brand's own content.

Ejemplos de Copy

• •Weekend plans: sorted. No need to choose a designated driver. Our Sofa-Weinprobe brings Germany's finest winemakers directly to your living room. Who are you sharing your next tasting with? Tag them below! #SchauMalWein #SofaWeinprobe #WineTastingAtHome
• •Tired of staring at the wine aisle? We were too. That's why we created the Sofa-Weinprobe. Get 4 hand-picked German wines and an exclusive video tasting with the winemaker delivered to your door. Discover your new favorite wine without leaving the couch. Learn more and order your first box today! [Link]
• •Your Couch. Their Vineyard. Extraordinary Wine Tastings at Home. Stop guessing, start enjoying. Discover Germany's finest wines with our Sofa-Weinprobe. [Button: Explore Tasting Boxes]
• •POV: You just made the best decision of the week. Caption: Unbox your next adventure! #WineTok #Unboxing #4finest #SofaWeinprobe #GermanWine
• •Psst... We've found your new favorite winemaker. Body Preview: This month, we're journeying to the Mosel region to meet a winemaker whose passion is as vibrant as their Riesling. Get ready for a new Sofa-Weinprobe experience...