Brand Tone

Approachable and Friendly, Knowledgeable but Unpretentious, Community-Focused, Curated and Unique, Inclusive

Brand Values

• •Accessibility: Making wine enjoyable and understandable for everyone, regardless of their prior knowledge.
• •Quality and Uniqueness: Offering a curated selection of high-quality, small-batch, and often natural products that aren't typically found in large retail stores.
• •Community: Building relationships with local customers and supporting the neighborhood.
• •Inclusivity and Diversity: Actively promoting and stocking wines from underrepresented producers.
• •Customer Service: Striving to be a friendly and helpful resource for customers.

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Use warm, inviting language but ensure information is accurate and helpful. Avoid jargon where possible, or explain it simply.
• •Highlight the "Why": Don't just sell products; sell the experience, the story behind the wine, and the values of the shop (e.g., supporting small/diverse producers).
• •Keep it Real and Relatable: Acknowledge that wine can be intimidating and position the brand as the solution to that. Use everyday language and scenarios.
• •Focus on Discovery and Enjoyment: Emphasize the pleasure of trying new things and finding personal favorites, rather than adherence to strict "rules" of wine.
• •Be Consistent Across All Channels: Ensure the approachable, knowledgeable, and inclusive tone is reflected on the website, social media, in-store signage, and any email communications.

Social Perception

Customers and the local community likely perceive Door 24 Wine as a welcome alternative to larger, more impersonal liquor stores. They are seen as a destination for discovering new and interesting wines, especially natural wines and those from small, diverse producers. The "pandemic entrepreneur" narrative may add a layer of resilience and local support to their image. The effort to be "unintimidating" is a key differentiator and likely well-received by those new to wine or looking for a more relaxed shopping experience.

Copy Examples

• •Headline: "Good Wine. Good People. No Pretensions. Welcome to Door 24." Body: "Tired of a wall of wine that feels like a test? At Door 24, we're all about making wine fun and easy. Explore unique bottles from small producers and discover your next favorite – no secret handshake required."
• •Social Media Post (Instagram/Facebook): "Meet your new go-to! 🍇✨ We handpick every bottle, focusing on small-batch wonders, natural wines, and hidden gems you won't find just anywhere. Come say hi in Wicker Park – we love talking wine (and beer, and spirits)!" #Door24Wine #ChicagoWine #ShopLocal #NaturalWine #SmallProduction"
• •Wine Club Promotion: "Join the Club, Not the Snooty Society. Our wine clubs are all about discovery and enjoyment. Get curated natural or conventional wines delivered to your door (or ready for pickup!) with stories about the makers and tasty pairing ideas. Because great wine should be shared. [Link]"
• •Product Description Snippet (for a natural wine): "Uncork something a little wild! This vibrant natural orange wine from [Winery Name] is made with minimal intervention, letting the grapes truly sing. Expect [brief, approachable tasting notes]. Perfect for a Tuesday night adventure or impressing your foodie friends. #RealWine #DrinkNatural"
• •About Us Snippet (Website): "More than just a wine shop, Door 24 is your friendly neighborhood guide to the world of interesting sips. We believe great drinks come from passionate people, which is why we champion small producers, diverse winemakers, and those 'off the beaten path' bottles that tell a story. Come on in, ask questions, and let's find something you'll love."