Brand Tone

Passionate & Enthusiastic, Approachable & Friendly, Creative & Innovative, Community-Focused & Local, Playful & Humorous (especially on TikTok), Quality-Conscious

Brand Values

• •Deliciousness/Quality
• •Community & Connection
• •Innovation & Creativity
• •Local Sourcing & Support
• •Approachability & Inclusivity
• •Passion for Craft

Best Practices

• •Emphasize "Deliciousness" and Passion: Always circle back to the core idea of making "delicious" beer. Let the passion for the craft and the ingredients shine through in descriptions. Use enthusiastic and positive language.
• •Keep it Friendly and Approachable: Use inclusive language ("for the people we love," "something for everyone"). Avoid overly technical jargon unless explaining something unique in an accessible way. Maintain a conversational and welcoming style.
• •Highlight Innovation and Local Connections: Showcase what makes Burdock unique – Grape Ales, experimental batches, use of local ingredients, and community involvement. Tell the story behind the beers and the brewery.
• •Be Authentic and Transparent: Share behind-the-scenes content, talk about the brewing process, and be open about the ingredients and methods. This builds trust and resonates with the craft beer audience.
• •Adapt to the Platform, but Maintain Core Voice: While TikTok content can be more overtly playful and humorous, the underlying passion for quality and community should still be evident. Ensure the core values and friendly tone translate across all communication channels, from social media captions to website copy and email newsletters.

Social Perception

High-Quality & Creative Craft Brewery, Valued Community Hub, Innovative and Forward-Thinking, Good, but Sometimes Pricey, Engaging Online Presence

Copy Examples

• •Instagram Post (New Beer Release): Sun's out, new brew's out! ☀️ Our latest [Beer Style, e.g., Hazy IPA] is bursting with [flavor notes, e.g., juicy citrus and tropical vibes] – crafted with love, for the people we love. Swing by Bloor or Kensington and grab a taste of deliciousness. You deserve it! #BurdockBrewery #TorontoBeer #CraftBeer #NewRelease #DeliciousBeer
• •Facebook Event Promotion (Live Music): Get ready for a night of fresh tunes and even fresher beer! 🎶 [Artist Name] is hitting the Music Hall stage at our Bloor St. spot this Friday at 8 PM. Good vibes, great community, and the best local talent – is there anything better? Tag your concert buddy! #BurdockMusicHall #LiveMusicToronto #TorontoEvents #SupportLocalMusic #CraftBeerAndTunes
• •TikTok Video Caption (Behind-the-Scenes Brewing): Ever wonder how we get those awesome grape notes in our Grape Ales? 🍇➡️🍺 It's a little bit of magic, a lot of passion, and the best local Niagara grapes! Come taste the innovation. #BurdockBrewery #GrapeAle #BeerWineHybrid #BreweryLife #CraftBrewing #Toronto #Innovation
• •Website Banner (Kensington Tavern): Kensington, we're home! 🎉 Our new tavern is officially open – your new favourite spot for the freshest Burdock beer (literally hoofed from the canning line next door!), tasty bites with a nod to Portuguese classics, and a dog-friendly patio ready for sunny days. A tavern for everyone! Come say hi at 6 Denison Square. #BurdockKensington #NewBeginnings #KensingtonMarket #TorontoPatio #TavernForAll
• •Product Description (Non-Alcoholic Option): All the flavour, none of the fuss! Our [Non-Alcoholic Beer Name, e.g., Key Lime Gose] is proof that delicious doesn't need alcohol. Zesty, refreshing, and brewed with the same passion as all our beers. Because everyone deserves a tasty sip. #BurdockNA #NonAlcoholic #CraftForAll #DeliciousDrinks #Refreshing