Brand Tone

Positive, Inclusive, Modern, Informative, Friendly, Pioneering, Confident

Brand Values

• •Choice & Variety
• •Quality
• •Inclusivity
• •Well-being & Health
• •Innovation
• •Enjoyment & Celebration

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines Barrazero's tone (e.g., "Positive, Inclusive, Modern, Informative, Friendly"), lists keywords to use and avoid, and provides examples of on-brand and off-brand copy. This ensures anyone writing for the brand is aligned.
• •Prioritize Inclusivity and Positivity: Always frame the alcohol-free choice as a positive and empowering one, not as a lack or restriction. Use language that welcomes everyone and avoids judgmental undertones.
• •Educate and Inspire, Don't Just Sell: While the goal is to sell products, the copy should also aim to educate consumers about the benefits and possibilities of non-alcoholic beverages. Share recipes, pairing suggestions, and stories that inspire.
• •Adapt Tone to Platform, but Keep Core Values Consistent: While the tone on TikTok might be more playful and casual than on the website's blog, the underlying values of quality, choice, and inclusivity should remain evident across all communications.
• •Use Customer Language and Engage with the Community: Pay attention to how customers talk about non-alcoholic drinks and their experiences. Incorporate their language (where appropriate) and actively engage with comments and messages to foster a sense of community and approachability. Highlight user-generated content when possible.

Social Perception

Innovative Leader, Health-Conscious Choice, Provider of Alternatives, Community Focused, Empowering

Copy Examples

• •Headline: "Cheers to Choice! Discover Chile's Best Non-Alcoholic Drinks at Barrazero." Body: "Why miss out on the toast? At Barrazero, we believe everyone deserves a delicious, sophisticated drink. Explore our curated collection of alcohol-free wines, beers, and spirits. Your celebration, your choice, zero compromises."
• •Headline: "The Art of the Mocktail, Mastered." Body: "Unleash your inner mixologist with Barrazero! From vibrant alcohol-free spirits to exquisite mixers, we provide everything you need to craft stunning mocktails that taste as good as they look. Get inspired with our recipes on @zonalibredealcohol!"
• •Headline: "Rethink Your Drink. Embrace the Zero." Body: "Join the movement towards mindful drinking without sacrificing flavor or fun. Barrazero is your partner in discovering a vibrant, alcohol-free lifestyle. Quality sips for a healthier, happier you. #ZonaLibreDeAlcohol"
• •Headline: "Every Occasion, Alcohol-Free. We've Got You Covered." Body: "Planning a party, a quiet night in, or looking for the perfect gift? Barrazero offers premium non-alcoholic options for every moment. From crisp sparkling wines to robust craft beers, find your new favorite today. Shop online for delivery all over Chile!"
• •Headline: "Taste the Future: Chile's First Non-Alcoholic Beverage Store." Body: "Barrazero is proud to lead the way in offering Chileans exceptional alcohol-free alternatives. We meticulously select high-quality products so you can enjoy complex flavors and sophisticated experiences, completely alcohol-free. Visit barrazero.cl and redefine your drinking experience."