Brand Tone

sophisticated, knowledgeable, and aspirational, aiming for a gourmet experience.

Brand Values

• •Quality and Selection: Offering a vast array of high-quality wines, spirits, beers, and gourmet foods.
• •Customer Experience (In-Store): Aiming to provide a sophisticated and relaxed shopping atmosphere with knowledgeable staff.
• •Expertise: Positioning themselves as knowledgeable guides in the world of alcoholic beverages and gourmet pairings.
• •Heritage and Evolution: Acknowledging their long history while also emphasizing growth and adaptation to current trends.
• •Convenience: Offering services like special orders, by-the-case discounts, and (historically) shipping/delivery.
• •Community (Implied): Mention of local social gatherings through their tasting events. Job postings also mention taking pride in their communities.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the specific characteristics of your brand's tone (e.g., sophisticated, authoritative yet approachable, witty, etc.), including approved vocabulary and phrases to avoid.
• •Educate Your Team: Ensure everyone involved in content creation (marketing, sales, customer service) understands and can consistently apply the brand voice.
• •Use Refined Language: Opt for descriptive and evocative language that reflects the quality and sophistication of the products. Avoid overly casual slang or jargon that doesn't align with an upscale image.
• •Focus on Storytelling: Share the stories behind the products, the winemakers, the distilleries, or the culinary artisans. This adds depth and aligns with a knowledgeable and appreciative tone.
• •Maintain Professionalism, Even When Friendly: While aiming for an engaging tone, ensure all communications maintain a level of professionalism, especially when addressing customer inquiries or feedback. This is crucial given the mixed reviews regarding online customer service.

Social Perception

Generally perceived positively for their extensive product selection, knowledgeable staff and pleasant shopping environment in physical stores. Aims for an upscale gourmet image. However, faces criticism regarding online order fulfillment and customer service.

Copy Examples

• •Website Banner (Focus on Selection & Expertise): "Discover a curated world of exceptional wines, rare spirits, and artisanal pairings. At Crown Wine & Spirits, every bottle tells a story. Let our experts help you find yours."
• •Social Media Post (Promoting a New Arrival): "Unveiling the [New Product Name] – a masterful blend of [Key Tasting Notes/Origin Story]. Elevate your evening with this exquisite addition to our collection. Explore the art of fine spirits. #FineSpirits #LuxuryLifestyle #NewArrival #CrownSelection"
• •Email Newsletter Snippet (Highlighting a Wine Region): "Journey with us to the sun-drenched vineyards of [Region]. This month, we explore the nuanced terroir and celebrated vintages that define [Region]'s winemaking legacy. Taste the tradition, experience the excellence."
• •In-Store Event Promotion (Emphasizing Experience): "Indulge your senses. Join us for an exclusive tasting of [Featured Products] paired with handcrafted gourmet delights. An evening of discovery and sophisticated pleasure awaits. Reserve your place at the Crown table. #WineTasting #GourmetExperience #CrownEvents"
• •Product Description (Focus on Craftsmanship): "[Product Name]: Crafted with generations of expertise, this [Type of Spirit/Wine] offers an unparalleled depth of flavor. Notes of [Flavor 1], [Flavor 2], and a lingering [Finish Description] make it a connoisseur's choice for moments that matter."