Brand Tone

Enthusiastic & Passionate, Knowledgeable & Curated, Approachable & Friendly, Modern & Direct, Value-Oriented

Brand Values

• •Quality & Curation: Focusing on a "curated selection" of craft beverages implies a commitment to quality over quantity.
• •Passion for Craft: The brand name itself and the content strategy emphasize a genuine interest in the craft beverage movement.
• •Customer Discovery & Exploration: Encouraging customers to "Explore the World of Craft" and try new things.
• •Convenience: Operating as an online store with shipping directly to customers.
• •Expertise/Guidance: Through blog content and product descriptions, they aim to educate their audience.

Best Practices

• •Speak with Passion: Infuse your copy with genuine enthusiasm for craft beverages. Use vivid, sensory language to describe flavors and experiences.
• •Be the Knowledgeable Friend: Share your expertise in an accessible way. Offer tips, pairing suggestions, and background information that adds value without being condescending.
• •Embrace the "Craft" Identity: Consistently highlight the curated nature of your selection and the artistry behind the products. Use terms like "handpicked," "small-batch," "artisan," and "unique."
• •Encourage Exploration & Discovery: Frame purchases not just as transactions, but as opportunities for customers to try something new and expand their palates. Use calls to action that invite adventure.
• •Stay Visually Aligned: Ensure the tone of your copy complements your visual branding. If your visuals are modern and vibrant, your copy should mirror that energy and clarity. Use emojis appropriately on social media to add personality.

Social Perception

Craft City is likely perceived as a specialized online retailer for craft beverage enthusiasts, particularly those seeking a wider or more unique selection than might be available locally. The rebranding from Servall Liquor to Craft City would be seen by those aware of it as a positive move to align with current market trends and a more focused identity. Customers likely appreciate the convenience of online ordering and delivery. The brand is probably viewed as more modern and niche than a generic online liquor store. There's an expectation of a certain level of knowledge and passion from a brand named "Craft City."

Copy Examples

• •Headline (Website/Email): Don't Just Drink. Explore. 🍻 Your Next Favorite Craft Beer Awaits at Craft City. Body: Tired of the same old six-pack? We get it. At Craft City, we meticulously curate the most exciting craft beers, unique wines, and artisan spirits from around the globe. Dive into a world of flavor – your adventure starts here!
• •Social Media Post (Instagram - with an image of diverse craft beers): 🌈 Taste the rainbow of craft! From hazy IPAs to rich stouts and crisp lagers, our latest arrivals are bursting with flavor. Which one are you cracking open this weekend? Tap the link in bio to shop the collection! #CraftCity #CraftBeerLove #NewCollection #WeekendSips
• •Product Description Snippet (for a unique sour ale): Pucker Up, Buttercup! 😜 This electrifying sour ale dances on the palate with notes of tart cherry, zesty lemon, and a hint of funk. Perfectly balanced and endlessly refreshing, it's a bold choice for the adventurous drinker. Ready to try something new?
• •Email Subject Line (Promotional): ✨ Sip, Sip, Hooray! Fresh Craft Finds + FREE Shipping Unlocked! Preview Text: Discover new arrivals and enjoy complimentary shipping on your Craft City order of $125+.
• •Blog Post Intro (Enthusiastic & Knowledgeable): Welcome back to The Brewsletter, fellow craft connoisseurs! This week, we're diving deep into the wonderful world of barrel-aged beers. Ever wondered what magic happens when beer meets oak? Let's explore the rich history, complex flavors, and our top picks available right now at Craft City!