Brand Tone

Passionate & Artisanal, Knowledgeable & Authentic, Quirky & Idiosyncratic, Welcoming & Community-Focused, Storytelling-driven

Brand Values

• •Tradition
• •Craftsmanship & Quality
• •Authenticity
• •Patience & Slowness
• •Passion
• •Independence

Best Practices

• •Embrace the "Belgian Soul": Always let the passion for Belgian styles and traditional methods shine through. Use descriptive language that evokes the history and unique character of these beers (e.g., "rustic," "farmhouse," "abbey," "spontaneous," "time-honoured").
• •Be "Idiosyncratically You": Don't be afraid to show the unique personality of Craftwork. Incorporate the slightly quirky, artisanal, and deeply personal aspects of the brewery. Share the "why" behind your beers.
• •Educate with Enthusiasm, Not Elitism: Share knowledge about Belgian beer styles, your brewing process, and flavour profiles in an approachable and enthusiastic way. Avoid jargon where possible, or explain it simply. Make your expertise a welcoming invitation to explore.
• •Tell the Story of "Slow": Emphasize the craftsmanship, patience, and time that goes into your beers. This justifies the quality and the unique experience, contrasting with mass-produced alternatives.
• •Connect with Your Place: Weave in the charm of Oamaru and the Victorian Precinct. Highlight the unique setting of your tasting room and brewery, making it a destination as much as a product.

Social Perception

Highly Respected by Beer Enthusiasts, Unique & Niche, Artisanal & High Quality, Passionate Owners, A Destination, Award-Winning

Copy Examples

• •Instagram Post (Image: Close-up of a foamy, complex-looking Belgian Ale in a Craftwork glass, with the brewery's rustic interior blurred in the background): Some things can't be rushed. Our [Beer Name] is a testament to time, tradition, and a touch of Oamaru magic. Brewed slowly, savoured deeply. Discover the Belgian way, right here in our Harbour Street haven. #CraftworkBrewery #BelgianAle #SlowBeer #OamaruHeritage
• •Facebook Ad (Targeting: Craft beer lovers in New Zealand, visitors to Oamaru): Step out of the ordinary and into a 1900s Brussels cafe, without leaving Oamaru. At Craftwork Brewery, we pour our passion for Belgian tradition into every small batch. From robust Abbey Ales to intriguing Sours, find your new favourite. Tasting room open [Days, Hours]. Link in bio for what's on tap. #BelgianBeerNZ #CraftBeerOamaru #NanoBrewery #VictorianPrecinct
• •Website "About Us" Snippet: We're Michael and Lee-Ann, and Craftwork Brewery is our unapologetic love letter to Belgian beer. It’s a little idiosyncratic, a lot traditional, and entirely a labour of love. We believe in the centuries-old methods, the patient art of fermentation, and the joy of sharing a truly handcrafted ale. Come find us in the heart of Victorian Oamaru.
• •New Beer Release Email Newsletter Subject: Unveiling [Beer Name]: A Slow Journey in a Glass. Dear Friends of Craftwork, Our latest creation, [Beer Name], is ready. Born from [mention key traditional technique, e.g., spontaneous fermentation, barrel ageing] and a healthy dose of patience, this [Style, e.g., Flanders Red] offers [brief flavour notes, e.g., notes of dark fruit and a whisper of oak]. Limited bottles available at the tasting room starting [Date]. We can't wait to share it with you. #BelgianCraft #ArtisanalBeer #OamaruBrewery
• •Tasting Room Chalkboard Sign: Today's Pour: [Featured Beer Name] - A true Farmhouse Ale, brewed the old way. Expect [brief, enticing description, e.g., a hint of spice, a dry finish, and pure Oamaru soul]. Perfect with our local cheese board. Savour slowly.