Brand Tone

passionate, knowledgeable, and approachable; professional without being sterile; down-to-earth and authentic, speaking as a trusted expert eager to share passion with connoisseurs and newcomers alike.

Brand Values

• •Passion for Swiss Wine
• •Curation and Exclusivity
• •Personal Relationships
• •Community and Experience
• •Authenticity and Trust

Best Practices

• •Always Lead with Passion, Follow with Detail: Start copy with the emotion, story, or experience of the wine. Technical details (grape varietal, region, tasting notes) should support this narrative, not replace it. The tone is that of a storyteller, not a technical manual.
• •Use the "Wir leben Schweizer Wein!" Philosophy as a Filter: Every piece of content, from a tweet to a product description, should answer the question: "Does this reflect our genuine passion for Swiss wine?" This ensures the core value is always present.
• •Champion the Winemaker: Whenever possible, mention the winemaker or the winery by name. This reinforces the values of personal connection and curation, distinguishing the brand from larger, impersonal retailers.
• •Embrace Approachable Language: Use warm, inviting, and occasionally informal language (like "Corti's Genusstisch" or "Fyrabig-Degustation"). This makes the world of premium wine feel accessible and builds a stronger community around the brand.
• •Balance Exclusivity with Inclusivity: Highlight the exclusive and special-edition wines to create desire and reinforce the brand's curated nature. Simultaneously, use an open and welcoming tone in event invitations and general communications to ensure no one feels intimidated. The message is: "We have exclusive wines, and we want you to enjoy them with us.".

Social Perception

a specialized, high-quality retailer with a deep commitment to Swiss wine; a destination for discovering excellent, curated wines not mass-market products; an authority and key player in the local wine scene in Baden; premium, yet welcoming and unpretentious, wine shop run by passionate experts.

Copy Examples

• •From the steep, sun-kissed slopes of Graubünden, right to our shelves. We are thrilled to welcome the new vintage from [Winemaker's Name]. This Pinot Noir is everything we love about Swiss wine: elegant, complex, and crafted with immense passion. It tells the story of its origin in every sip. Come discover it in our shop or find it online. Link in bio. #WirLebenSchweizerWein #SwissWine #PinotNoir #Graubünden #CortisWeine
• •Leave the work week behind and step into a world of flavour! Join us for our 'Flammkuchen Freitag' this week. For just 20 CHF, enjoy four exceptional Swiss wines handpicked by Corti himself, paired with delicious, crispy Flammkuchen. It’s casual, it’s fun, and it’s all about great wine and good company. Tag a friend who needs to join you! #FlammkuchenFreitag #BadenEvents #SwissWine #Cortis
• •More Than Wine. A Story in Every Bottle. Discover our curated collection of exclusive wines from Switzerland's finest independent winemakers.
• •A Taste of Ticino: Corti’s Latest Discovery… Hi [Customer Name], This week, our passion for Swiss wine took us to the heart of Ticino, where we found something truly special. [Winemaker's Name] has crafted a Merlot that stopped us in our tracks—rich, rustic, and bursting with character. We secured a small, exclusive batch just for the Cortis community. Before it's gone, we want you to have the first look...
• •Many people don't expect to find a Chenin Blanc in the Valais. But that's the magic of Swiss wine! We worked with Dany Varone to create our 'Petit Chenin'—a blend that is crisp, mineral-rich, and absolutely unique. It’s proof that there are still incredible treasures to discover right here at home. Come, taste the surprise!