Brand Tone

Approachable, passionate, authentic, friendly, engaging, relatable, transparent, aspirational.

Brand Values

• •Quality and Craftsmanship (premium, all-natural, small-batch)
• •Authenticity and Transparency
• •Customer Experience (elevating home cocktails)
• •Community

Best Practices

• •Lead with Passion: Always let the genuine love for crafting high-quality cocktails shine through. Use enthusiastic and passionate language.
• •Emphasize "Fresh" and "Small-Batch": Consistently use keywords like "premium," "all-natural," "small-batch," and "fresh-squeezed" to reinforce brand values and differentiate from competitors.
• •Stay Authentic and Relatable: Continue sharing behind-the-scenes content, including the challenges. This transparency builds trust and community. Don't be afraid to use a casual and friendly tone.
• •Focus on the "Why": It's not just about what the product is, but why it exists. Frame the copy around the benefit to the customer: enhancing flavors, elevating experiences, impressing guests, and making them a better home bartender.
• •Maintain a Consistent Call to Action: Whether it's visiting a market, shopping the website, or trying a new recipe, guide the audience clearly on what to do next. Use friendly and direct calls to action like "Tap to shop," "Come say hi," or "Discover your new favorite."

Social Perception

High-quality, artisanal small business; products enhance homemade cocktails and add a 'level of class'; positive engagement on social media; strong and positive local reputation with consistent sell-outs; perceived as credible and desirable for retail partners.

Copy Examples

• •Weekend forecast: 100% chance of delicious cocktails. Our small-batch Habanero & Red Pepper Rimmer is here to turn up the heat on your classic margarita. Made with all-natural ingredients because you deserve nothing less. Stop by our booth at the Panama City market tomorrow or tap the link in bio to bring the bar home. #DerbyMule #CocktailRimmers #SpicyMargarita #SmallBusiness
• •Don't just host the party. Be the star of it. With Derby Mule's craft cocktail rimmers, you can elevate your drinks from simple to spectacular in seconds. Full flavor, premium ingredients, and endless compliments guaranteed. Discover your new secret weapon for unforgettable cocktails. #HostWithTheMost #CocktailNight #DerbyMule
• •(Video shows fast cuts of squeezing fresh limes, blending spices, and a final shot of a beautifully rimmed glass) This is what goes into every single one of our Margarita Rimmers. No boring drinks on our watch! We’re getting ready for a busy weekend. Come see us live or shop our site! #DerbyMule #SmallBusinessTikTok #CocktailLovers #BehindTheScenes
• •Tired of the same old cocktail? It's time to put a spin on your sip. At Derby Mule, we craft premium beverage rimmers and fresh mixes in small batches to ensure every drink you make is a masterpiece. Forget artificial flavors and step up your cocktail game. Because life's too short for boring drinks. [Shop Now]
• •Guess what? We sold out again last weekend! Your love for our fresh-squeezed margarita mix is why we do what we do. To say thanks, we're giving our email family early access to this weekend's batch. Get yours before it's gone! #DerbyMule #FreshCocktails #ExclusiveAccess