Brand Tone

Passionate, Approachable & Inclusive, Humorous & Playful, Quality-Conscious & Demanding, Community-Oriented & Friendly, Artisanal & Local

Brand Values

• •Quality Obsession: "Le goût, c'est tout ce qui compte!" (Taste is all that matters!). They are extremely demanding about product quality.
• •Accessibility: Making craft beer understandable and enjoyable for a wide audience.
• •Passion for Craft: A genuine love for brewing and sharing their creations.
• •Local Terroir & Ingredients: Highlighting and utilizing local Burgundian ingredients, including fruit and wine barrels.
• •Innovation & Experimentation: Regularly creating new and ephemeral beers, alongside a permanent range.
• •Community & Conviviality: Creating a space for people to gather and enjoy good beer.
• •Transparency & Education: Explaining their choices (e.g., canning for freshness).

Best Practices

• •Embrace Playful Puns and Wordplay: Continue using humor in beer names and descriptions. It's a distinctive part of the brand's charm and makes it memorable.
• •Balance Passion with Accessibility: Convey deep knowledge and passion for brewing, but always in a way that's inviting and understandable to those less familiar with craft beer jargon. Avoid overly technical language unless explained simply.
• •Champion Quality & Local Roots: Consistently emphasize the commitment to high-quality ingredients, meticulous brewing processes, and the connection to the Burgundy region. This builds trust and highlights a key differentiator.
• •Foster a Sense of Community: Use inclusive language ("vous," "nos amis," "ensemble"). Encourage interaction by asking questions and inviting people to the taproom or events. Make customers feel like part of the 90 BPM family.
• •Be Authentically Enthusiastic: Let the genuine passion of the founders shine through in the copy. Whether talking about a new experimental batch or a classic favorite, the excitement should be palpable.

Social Perception

High-Quality Craft Brewery, Innovative and Creative, Welcoming & Enjoyable Destination, Passionate & Authentic, Locally Rooted with Wider Appeal

Copy Examples

• •For a New IPA Release: "Warning: May cause spontaneous 'ooh la la's!' 😜 Our new [Beer Name] IPA has just landed, bursting with [Flavor 1] and [Flavor 2] notes. Ready to have your taste buds tickled? Don't say we didn't warn you! #90bpmBrewing #CraftBeerDijon #NouvelleBiere #IPA"
• •Highlighting Local Ingredients: "From Burgundy, with love (and hops!). 🍇 Our latest [Barrel-Aged Beer Name] has been snoozing in local wine barrels, soaking up all that regional goodness. Quality obsession? Guilty as charged. Goût avant tout! #90bpm #BourgogneTerroir #BièreArtisanale #Qualité"
• •Taproom Event Promotion: "Your Friday just got 90 times better! 🎉 Food truck [Food Truck Name] is rolling in, Léo & Victor are pouring the good stuff, and the pétanque court is calling your name. Good vibes and great beer guaranteed. Who's in? #Ahuy #DijonSortie #BarÀBières #90bpmEvents"
• •Brand Story/Philosophy: "Craft beer shouldn't be complicated, just ridiculously tasty. That's our motto at 90 BPM. Whether you're a hop-head or just beer-curious, we've got a brew (and probably a bad joke on the can) for you. Venez nous voir! #CraftBeerPourTous #90bpmPhilosophie #ArtisanBrasseur"
• •Engagement Post (Instagram/Facebook): "Spotted: Our [Beer Name] in the wild! What's your favorite 90 BPM brew to enjoy when [relevant occasion, e.g., 'winding down after work,' 'celebrating the small wins']? Share your pics and tag us! 👇 #90bpmCommunity #VosBieresPreferees #Sante"