Brand Tone

Knowledgeable & Passionate, Trendy & In-the-know, Welcoming & Friendly, Playful & Humorous (Subtle), Curated & Quality-focused

Brand Values

• •Quality & Craftsmanship
• •Exploration & Discovery
• •Community & Connection
• •Passion
• •Adaptability & Evolution

Best Practices

• •Embrace Beer Nerdery (Accessibly): Use specific beer terminology and show genuine passion, but always be ready to explain it in a friendly, approachable way for those less familiar. Avoid jargon that alienates.
• •Keep it Fresh & Exciting: Mirror the rotating taps and new arrivals in your copy. Use words that convey newness, discovery, and limited availability to create a sense of urgency and excitement.
• •Highlight the Experience, Not Just the Product: Talk about the atmosphere, the knowledgeable staff, the joy of discovery, and the community. Beer is social, and your copy should reflect that.
• •Be Visually Descriptive: Craft beer is often about unique colours, aromas, and flavours. Use vivid language that appeals to the senses when describing beers, especially on social media and product pages. (e.g., "jam packed with an otherworldly mix of blueberry, raspberry, blackberry, sweet cherry, and banana. Dessert time!").
• •Inject Personality & Humour (Appropriately): While the core is quality and expertise, don't be afraid to be a little playful, especially in social media captions or event descriptions. This makes the brand more relatable and memorable, aligning with the Australian tendency to make fun of oneself and show affection through humour.

Social Perception

Destination for Beer Lovers, Expert Hub, Premium Offering, Vibrant & Welcoming, Innovative & Trendsetting

Copy Examples

• •Headline: Beyond the Usual Brew. Body: Tired of the same old six-pack? At Beermash, 20 rotating taps and over 500 craft treasures await. Let our crew guide your next flavour adventure. #CraftBeerCollingwood #BeermashDiscoveries
• •Headline: Seriously Good Beer. No Snobbery Included. Body: We live for the thrill of the perfect pour – from hazy IPAs to mind-blowing sours. But mostly, we love sharing them. Come say hi, grab a taster, and find your new favourite. #BeermashVibes #MelbourneCraftBeer
• •Headline: The World’s Best, Now Pouring on Smith Street. Body: We’ve hunted down the most exciting brews from local legends and global icons. Fresh drops landing weekly. Don’t miss out – check what’s on tap! (Link to tap list/new arrivals) #RareBrews #BeermashTaps
• •Headline: Your Midweek Just Got Interesting. Body: Beat the hump day blues with Beermash Trivia! Gather your brainiest mates, grab a pint of something delicious, and battle it out for glory (and great prizes). Every Wednesday, 7pm. Book your spot via Insta DM! #BeermashTrivia #CollingwoodEvents
• •Headline: From Our Stash to Yours. Delivered. Body: Can’t make it to Smith Street? We’ll bring the Beermash experience to you. Explore our curated online selection – from exclusive collabs to cellar-worthy gems. Free shipping over $200. #CraftBeerDelivered #BeermashOnline