Brand Tone

friendly, authentic, and approachable

Brand Values

• •Family & Heritage
• •Quality & Craftsmanship
• •Authenticity & Connection to Place
• •Passion for Wine & Dogs
• •Customer Experience & Inclusivity
• •Sustainability

Best Practices

• •Embrace Storytelling: Weave the unique DogRidge origin story (vine rootstock, love for dogs, family) into communications whenever relevant to reinforce authenticity and memorability.
• •Use Warm and Inclusive Language: Opt for friendly, welcoming, and unpretentious words. Avoid overly technical jargon unless explaining specific winemaking aspects, and if so, explain them clearly. Make wine feel accessible to everyone.
• •Highlight a Sense of Place: Continuously reference McLaren Vale, its beauty, and the specific terroir to ground the wines in their origin and showcase regional pride.
• •Incorporate the "Dog" Theme Naturally: Don't force it, but allow the brand's affinity for dogs to subtly influence the playful and loyal aspects of the tone, especially in product names or casual social media content.
• •Stay Authentic and Passionate: Let the genuine love for winemaking, the vineyard, and the customer experience shine through. Share behind-the-scenes glimpses or staff stories to build connection.

Social Perception

Customers generally perceive DogRidge positively, highlighting the quality of their wines, particularly for the price. The cellar door experience is described as relaxed and intimate, with knowledgeable staff. There's an appreciation for their unique wine names. DogRidge has a loyal following, with local members known to stock up on new releases. They are also recognized for their hospitality and being family and pet-friendly.

Copy Examples

• •Website Homepage Banner: "Welcome to DogRidge: Where McLaren Vale's rich soil, our family's passion, and a few happy dogs come together to create wines you'll love. Explore our handcrafted collection."
• •Social Media Post (New Release): "Sun-kissed grapes and a whole lotta love went into this one! 🍇 Our new [Wine Name] is officially here, bursting with [flavor notes] and the spirit of McLaren Vale. Perfect for sharing (or not, we won't judge 😉). Come grab a bottle at the cellar door or find it on our website! #DogRidgeWines #McLarenVale #NewRelease #WineLovers #DogFriendlyWinery"
• •Product Description (The Pup Shiraz): "Meet 'The Pup' – our cheeky and robust McLaren Vale Shiraz that's always ready for a good time. With inviting notes of ripe berries and a hint of spice, it’s a loyal companion to hearty meals and great conversations. Uncomplicated, delicious, and full of character – just like our four-legged friends here at DogRidge."
• •"Our Story" Snippet: "It started with a ridge, a love for dogs, and a dream of crafting exceptional McLaren Vale wines. For over 30 years, our family has poured our heart into every bottle, nurturing old vines and celebrating the unique terroir that makes this place so special. Come share a glass and become part of the DogRidge story."
• •Event Promotion (Cellar Door Tasting): "Escape to our little patch of McLaren Vale paradise! 🌿 Join us at the DogRidge cellar door for an intimate tasting journey. Our passionate team will guide you through our range, from crisp whites to bold reds, all while you soak in the vineyard views. Dogs on leashes always welcome! #WineTasting #McLarenValeWine #CellarDoor #DogRidgeExperience #SupportLocalSA"