Tono de Marca

Welcoming & Inclusive, Sophisticated & Curated, Informative & Supportive, Modern & Celebratory, Community-Focused, Playful

Valores de Marca

• •Inclusivity & Choice: Providing diverse, high-quality non-alcoholic options for everyone, regardless of their reasons for abstaining or reducing alcohol.
• •Quality & Curation: Offering a carefully selected range of premium non-alcoholic beverages.
• •Community Building: Fostering a supportive community for those exploring alcohol alternatives through events and a welcoming atmosphere.
• •Redefining Social Drinking: Challenging the perception that social enjoyment requires alcohol, and offering sophisticated alternatives that don't make people feel like they're missing out.
• •Support & Empowerment: Meeting consumers wherever they are on their journey and providing resources and a positive space for change.
• •Giving Back: Supporting local addiction and recovery causes through their non-profit affiliate, Dray's Better Days.
• •Education & Exploration: Helping customers discover new and exciting non-alcoholic drinks and learn how to enjoy them.

Mejores Prácticas

• •Emphasize Inclusivity: Always use language that welcomes everyone, whether they are fully sober, sober-curious, or just taking a break. Avoid judgmental or preachy tones. Highlight that "there's a place for you at Dray."
• •Focus on Positive Experiences: Frame non-alcoholic options not as a lack of something (alcohol) but as an abundance of something else (flavor, sophistication, new experiences, community). Use celebratory and uplifting language.
• •Be Informative and Guiding: Position DRAY as a knowledgeable resource. Offer tips, recipes, and information about the products and the non-alcoholic lifestyle, meeting people "wherever they are on their non-drinking journey."
• •Maintain Sophistication with Approachability: While showcasing the premium nature of the products, keep the tone friendly and accessible. Avoid overly technical jargon unless explaining a unique product benefit. The "modern twist on a classic" vibe works well.
• •Build and Highlight Community: Consistently reinforce the community aspect of DRAY across all communications. Share stories (with permission), promote events, and engage with your audience online to foster a sense of belonging.

Percepción Social

Positive & Welcomed, Pioneering, Community Hub, Supportive of Sobriety/Mindful Drinking, Slight Skepticism (from some), Trend-Setter

Ejemplos de Copy

• •Headline: Discover Your New Favorite Ritual. Body: At DRAY, we're mixing up the drinking scene. Explore hundreds of curated non-alcoholic spirits, wines, and beers that bring all the flavor and sophistication, with none of the alcohol. Your journey to spirited, booze-free enjoyment starts here. #ItsNotDryItsDRAY
• •Headline: Elevate Every Occasion. Body: From vibrant celebrations to quiet nights in, find the perfect non-alcoholic pairing at DRAY. Our expertly selected range ensures you never have to compromise on taste or experience. Cheers to choice! Visit us in the South End, Central Square, or online.
• •Headline: Join the Movement. Feel the Community. Body: DRAY is more than a bottle shop; it's a gathering place for the sober, the curious, and everyone in between. Connect, explore, and celebrate with us. Check out our upcoming events and blog for recipes and inspiration! #DrayDrinksCommunity
• •Headline: Taste the Possibilities. Zero Alcohol, Full Spirit. Body: Think non-alcoholic means boring? Think again. DRAY offers a world of complex, delicious, and artfully crafted beverages that will delight your palate. From bold NA spirits to refreshing craft beers, experience the best in booze-free.
• •Headline: Sip Mindfully. Live Vibrantly. Body: Choosing non-alcoholic doesn't mean missing out. It means opening up to new experiences and flavors. DRAY supports your mindful choices with an unparalleled selection and a welcoming community. Plus, a portion of our profits supports local recovery causes through Dray's Better Days.