Brand Tone

Passionate, Educational/Informative, Sophisticated/Elegant, Authentic, Welcoming/Convivial

Brand Values

• •Artisanship: Championing small, independent champagne producers and traditional methods.
• •Authenticity: Offering genuine, terroir-driven champagnes with unique stories.
• •Discovery/Education: Providing opportunities for customers to learn about and explore the diversity of champagne.
• •Quality: Curating a selection of high-quality champagnes.
• •Terroir: Highlighting the importance of the land and its influence on the champagne's character.
• •Exclusivity/Rarity: Providing access to champagnes not easily found elsewhere.

Best Practices

• •Emphasize Storytelling: Share the narratives of the artisan winegrowers, the history of their estates, and the unique characteristics of their terroir. This reinforces authenticity and passion.
• •Use Evocative and Sensory Language: Describe the champagnes in a way that appeals to the senses (aroma, taste, texture, visual). Words like "effervescent," "crisp," "aromatic," "velvety," "golden" can enhance the sophisticated and passionate tone.
• •Maintain an Educational yet Approachable Voice: Provide information and insights about champagne in a way that is engaging and easy to understand, avoiding overly technical jargon unless explained. This balances sophistication with a welcoming feel.
• •Highlight Exclusivity and Rarity with Subtlety: Convey the special nature of the selected champagnes (e.g., "limited production," "hidden gems," "rare cuvées") without sounding pretentious. Focus on the joy of discovery.
• •Be Consistent Across All Platforms: Ensure that the language and tone used on the website, social media, email communications, and in-store materials are aligned. This builds a strong, recognizable brand identity.

Social Perception

Dilettantes is perceived as a hidden gem and a specialist destination for champagne lovers in Paris. Customers see it as a place for authentic experiences, where they can discover high-quality, unique champagnes from artisan producers, often at reasonable prices. The tasting workshops in the historic cellar are highly regarded as intimate, educational, and memorable. The staff, particularly founder Fanny Heucq, are seen as knowledgeable, passionate, and welcoming. It is viewed as a departure from large, commercial champagne houses, offering a more personal and curated approach.

Copy Examples

• •Headline: Uncork the Soul of Champagne. Body: Journey with us beyond the grand marques. At Dilettantes, we celebrate the passionate artisans and the distinct voice of each terroir. Discover champagnes with stories as rich and effervescent as their bubbles. Your authentic tasting experience awaits in our historic Parisian cellar. Call to Action: Explore Our Artisan Growers.
• •Headline: More Than Bubbles, It's a Craft. Body: Each bottle at Dilettantes is a testament to the dedication of independent vignerons. We hand-select champagnes that express the pure character of their origins. Learn the secrets behind these exceptional cuvées in an intimate tasting. Call to Action: Book Your Parisian Champagne Discovery.
• •Headline: The Connoisseur's Cellar, The Curious Heart. Body: Whether you're a seasoned champagne aficionado or new to the world of grower champagnes, Dilettantes offers a welcoming space to explore. Our experts guide you through rare finds and the fascinating nuances of terroir-driven champagne. Call to Action: Reserve Your Tasting Flight.
• •Headline: Paris's Best Kept Champagne Secret. Body: Tucked away in Saint-Germain-des-Prés lies a 17th-century cellar brimming with exceptional champagnes from small, family-owned estates. Dilettantes is your invitation to a world of authentic taste and passionate winemaking. Call to Action: Find Our Hidden Gem.
• •Headline: Beyond Celebration, A Champagne Education. Body: At Dilettantes, every sip is a lesson in history, geography, and artistry. Join our workshops and discover why champagne is not just for special occasions, but a versatile wine to be savored, understood, and paired. Call to Action: Enrich Your Champagne Knowledge.