Brand Tone

Approachable and Friendly, Educational and Informative, Value-Driven and Accessible, Enthusiastic and Passionate

Brand Values

• •Accessibility: Making good wine available to a broader audience, breaking down price and knowledge barriers. Wine should be for everyone.
• •Value for Money: Offering quality wines that over deliver on flavor for the price.
• •Customer Empowerment/Education: Helping customers discover new wines and grow their understanding and appreciation in a simple, clear way. A 'good wine' is one you enjoy, not what somebody else tells you is good.
• •Quality: Despite the focus on affordability, they select wines based on quality and taste. They have to taste really good.
• •Demystification of Wine: Moving away from wine snobbery and tasting notes' which may not mean anything to our customers.
• •Flexibility: No minimum order quantity. No fixed box size. No monthly membership fee.

Best Practices

• •Know Your Audience, Speak Their Language: Always write with the everyday wine drinker in mind. Avoid overly technical jargon or elitist language. Keep it clear, friendly, and relatable.
• •Emphasize Value & Quality Hand-in-Hand: Consistently highlight that affordable doesn't mean cheap or low quality. Showcase the discovery of great taste at a fair price.
• •Be Genuinely Enthusiastic and Helpful: Let the passion for wine shine through, but always in a way that aims to assist and educate the customer, not to show off knowledge. Frame content around their enjoyment and discovery.
• •Maintain an Un-Stuffy and Approachable Persona: Whether it's website copy, social media, or email, ensure the tone is welcoming, open, and down-to-earth. Encourage interaction and feedback.
• •Create a Style Guide & Use It: Develop a simple internal style guide that outlines key brand voice characteristics, preferred terminology (and terms to avoid), and example phrases. This will help ensure consistency across all writers and platforms, especially if social media activity resumes or expands.

Social Perception

As a Provider of Good Value, Helpful for Novices, Trustworthy (Potentially)

Copy Examples

• •Headline: Stop Overpaying, Start Enjoying. Great Wine Doesn't Need a Fancy Price Tag. Body: At Affordable Wine, we hunt down delicious wines from around the world that deliver amazing taste without breaking the bank. Explore our collection and find your new favourite. Wine night just got an upgrade!
• •Headline: No Snobs Allowed. Just Good Wine, Simplified. Body: Confused by complicated wine talk? We get it. That's why we speak your language, offering straightforward advice and fantastic wines you'll genuinely love. Let's find your perfect pour, hassle-free.
• •Headline: Your Journey into Wine Starts Here. (And it's Affordable!) Body: Curious about wine but don't know where to begin? Our expertly selected range offers quality and value, perfect for exploring new grapes and regions. Plus, our blog is packed with easy tips to help you learn as you sip!
• •Headline: Quality Sips, Smart Prices. That's the Affordable Wine Promise. Body: We believe everyone deserves to drink good wine. Our passion is finding those hidden gems and superb value bottles that will make you say wow! Taste the quality, love the price.
• •Headline: Cases of Happiness, Delivered. Unbox Great Value Wine. Body: Stocking up or looking for the perfect mixed case? We make it easy and affordable to have a selection of fantastic wines delivered to your door. No fuss, no hefty fees, just pure enjoyment.