Brand Tone

Approachable, enthusiastic, creative, and fun-loving, with a clear passion for quality and community. Innovative and adventurous.

Brand Values

• •Quality
• •Community
• •Inclusion and Equity
• •Environmental Stewardship
• •Passion and Fun
• •Honesty and Respect
• •Obsession with Detail

Best Practices

• •Stay Authentic and Passionate: Let the genuine love for craft beer and community shine through in every message. Your enthusiasm is contagious.
• •Embrace Playfulness and Humor (When Appropriate): Don't be afraid to inject fun and witty language, especially on social media, aligning with the established creative and humorous beer names and descriptions.
• •Highlight Quality and Craftsmanship: Consistently reinforce the dedication to using high-quality ingredients and the meticulous brewing process. This builds trust and justifies the premium perception.
• •Foster Community Engagement: Use language that is inclusive and inviting. Actively respond to comments and messages, making followers feel like part of the ASB family.
• •Be Descriptive and Evocative: When talking about beers and food, use vivid language that appeals to the senses, helping customers imagine the flavors and experience.

Social Perception

A top-tier craft brewery in California, known for its high-quality, innovative, and diverse range of beers, especially its IPAs and sours. A fun, vibrant brand with a strong connection to its local community.

Copy Examples

• •Get ready to dive into a juice bomb! Our latest Hazy IPA, 'Cloud Surfer,' is bursting with tropical notes of mango, passionfruit, and a hint of citrus. So ridiculously smooth, it’s like a vacation in a can. Surf’s up at all ASB locations and online! #ASBHazy #CloudSurfer #DrinkFresh
• •It's more than just beer; it's about community. Join us this Saturday for our annual Summer Fest! Live music, amazing food, and, of course, your favorite ASB brews on tap. Let's raise a glass to good times and great people! #ASBCommunity #MontereyEvents #CraftBeerLove
• •We obsess over every detail, from the choicest hops to the purest water. Because quality isn't just a word, it's the heart of every Alvarado Street brew. Taste the dedication in our award-winning Mai Tai P.A. #ASBCraft #QualityBeer #MaiTaiPA
• •Beer and food, a match made in heaven. At Alvarado Street, our chefs craft delicious, locally-sourced dishes designed to perfectly complement our adventurous brews. Come for the beer, stay for the feast! #ASBEats #MontereyFoodie #BeerAndFood
• •Hold onto your hats, folks! Our 'Midnight Oil' Imperial Stout, aged for 18 months in bourbon barrels, is finally here! Expect deep, dark waves of chocolate, vanilla, and a whisper of oak. This liquid treasure is super limited – grab yours before it vanishes into legend! #ASBStout #BarrelAged #LimitedRelease #WorthTheWait