Brand Tone

Empathetic, Relatable, Positive, Empowering, Educational, Informative, Inclusive, Welcoming, Direct, Honest

Brand Values

• •Mindful Consumption: Encouraging awareness and intentionality in drinking habits.
• •Health & Well-being: Promoting a lifestyle free from the negative physical and mental impacts of excessive alcohol use.
• •Responsibility & Accountability: Emphasizing personal accountability in drinking choices and their impact on oneself and others.
• •Positive Cultural Shift: Aiming to change societal norms around alcohol consumption for the better.
• •Education & Storytelling: Believing in the power of sharing experiences and knowledge to inspire change.
• •Inclusivity: Welcoming everyone, regardless of their current relationship with alcohol.
• •Authenticity: Being a grassroots movement driven by real experiences, independent of large industry or institutional funding.

Best Practices

• •Stay Positive & Empowering: Always frame messages around the benefits of mindful drinking (e.g., better health, no regrets, enhanced experiences) rather than using fear or shame-based tactics. Focus on empowering individuals to make informed choices.
• •Be Relatable & Authentic: Use everyday language and share real stories or scenarios that resonate with the audience. Continue to emphasize the "by the people, for the people" ethos and the #BecauseHangoversSuck tagline to maintain authenticity.
• •Maintain Inclusivity: Consistently reiterate that the movement is not about prohibition but about *better* drinking habits. Ensure messaging welcomes everyone, whether they drink a lot, a little, or not at all.
• •Educate, Don't Preach: Provide valuable information, tips, and insights about mindful drinking in a helpful, non-judgmental way. Position BDC as a supportive resource, not an enforcer.
• •Promote Action & Community: Encourage engagement by asking questions, inviting story sharing, and promoting involvement in BDC initiatives. Foster a sense of a shared journey towards a better drinking culture.

Social Perception

Positive & Necessary, Supportive & Non-Judgmental, Relevant & Timely, Collaborative, Transformative Potential

Copy Examples

• •Headline: Love the night, love the morning too. #BecauseHangoversSuck Body: Enjoy your celebrations without the next-day regrets. Better Drinking Culture is about making mindful choices so you can savor every moment—tonight and tomorrow. Learn how to drink better, not less (unless you want to!). Call to Action: Discover mindful drinking tips on our blog!
• •Headline: Your Drink. Your Rules. Body: Peer pressure? Old news. A Better Drinking Culture means choosing what, when, and how much you drink, on your own terms. It’s not about quitting; it’s about quality experiences. Call to Action: Join the movement. Share your story.
• •Headline: Beyond the Buzz: Towards a Healthier Happy Hour. Body: We’re not anti-alcohol; we’re pro-living-your-best-life. That means understanding your limits and enjoying a drink without sacrificing your well-being or your memories. Call to Action: Grab your copy of "The Drinker's Manifesto" and redefine your relationship with alcohol.
• •Headline: Hangovers are a waste of a perfectly good day. Body: Let's be real, no one *enjoys* a hangover. At Better Drinking Culture, we’re all about helping you enjoy alcohol in a way that adds to your life, instead of taking away from it. Call to Action: Explore our resources for a hangover-free lifestyle.
• •Headline: Shifting the Culture, One Mindful Sip at a Time. Body: Join a community dedicated to a more positive, healthier relationship with alcohol. It's about respect for the drink, respect for yourself, and respect for those around you. Call to Action: Follow us @betterdrinkingc and be part of the change!