Brand Tone

Exclusive & Privileged, Value-Oriented & Economical, Knowledgeable & Curated, Straightforward & Benefit-Driven

Brand Values

• •Accessibility to Quality
• •Value for Money
• •Exclusivity & Community
• •Convenience

Best Practices

• •Always Emphasize Exclusivity and Value: Use language that reinforces the "insider access" and "staff pricing" benefits (e.g., "exclusive," "members-only," "privileged access," "unbeatable value," "smart savings").
• •Highlight Quality and Provenance: Consistently mention the iconic and award-winning nature of the wineries and wines offered to build trust and underscore the quality aspect of the value proposition.
• •Maintain a Direct and Benefit-Oriented Style: Clearly communicate the advantages for the member – cost savings, free delivery, loyalty rewards, convenience – without excessive jargon or overly elaborate prose.
• •Foster a Sense of Community (Subtly): While exclusive, use inclusive language for members (e.g., "our family," "fellow wine lovers," "join the circle") to create a welcoming feel for those who have access.
• •Ensure Clarity and Simplicity in Offers: Make promotions, discounts, and the Cellar Dollars program easy to understand and act upon, reinforcing the straightforward value proposition.

Social Perception

Positive for Price-Conscious Wine Drinkers, Seen as a Good Deal Site, Somewhat Niche & Exclusive, Trusted for Quality Brands

Copy Examples

• •Headline: Unlock the Cellar: Your Invitation to Exceptional Wines at Insider Prices. Body: Welcome to Cellar One, where our family enjoys Accolade's finest – from the iconic Hardy's to the celebrated House of Arras – at exclusive staff prices. Join today and discover a curated world of award-winning Australian wines, delivered free to your door. Your $20 welcome gift awaits.
• •Headline: Beyond the Label: Experience Premium Australian Wines, Intelligently Priced. Body: At Cellar One, we believe exceptional taste shouldn't come with an exorbitant price tag. Access our curated collection from legendary wineries like Petaluma and Grant Burge, all at significant savings. Plus, earn Cellar Dollars with every order. Why pay more for the wines you love?
• •Headline: The Winemaker's Circle: Staff Prices on St Hallett, Stonier & More. Body: Ever wondered where those in the wine industry find their favourites? Cellar One offers you that privilege. Explore stunning wines for every occasion from Accolade's renowned portfolio, all with free delivery across Australia. It’s not just wine; it’s an advantage.
• •Headline: Savour More, Spend Less: Introducing the Cellar One Bagnum. Body: Enjoy your favourite Grant Burge or Hardys wine by the glass, without the rush. Our innovative Bagnums keep your wine fresh for up to 30 days. It’s the smart, convenient way to indulge in quality, exclusively for Cellar One members at unbeatable prices.
• •Headline: Your Exclusive Pass to Australia’s Iconic Cellars. Body: Join Cellar One and gain privileged access to a wide range of highly awarded new world wines. From Petaluma's elegance to the boldness of St Hallett, enjoy staff pricing and free delivery on every order. Refer a friend and you both benefit – that’s the spirit of Cellar One.