Brand Tone

Informative & Educational, Encouraging & Empowering, Friendly & Approachable, Aspirational & Lifestyle-Focused, Passionate & Mission-Driven

Brand Values

• •Health & Wellbeing
• •Quality without Compromise
• •Transparency
• •Innovation
• •Customer Empowerment & Choice
• •Enjoyment & Balance

Best Practices

• •Emphasize 'Better For You,' Not Just 'Less Of': Focus on the positive lifestyle enablement (enjoyment, balance, fitting into goals) rather than solely on the negatives being removed (fewer calories, less sugar). Frame it as gaining control and enjoyment, not just restriction.
• •Be Informative but Not Preachy: Provide clear, concise nutritional facts and benefits, but avoid judgmental or overly clinical language. The tone should be helpful and educational, like a knowledgeable friend.
• •Use Inclusive & Encouraging Language: Words like 'discover,' 'enjoy,' 'your lifestyle,' 'simple swaps' are welcoming. Avoid jargon where possible, or explain it simply. Make it feel achievable to incorporate DrinkWell products into their lives.
• •Maintain Visual & Verbal Consistency: Ensure the visual elements (bright, clean, aspirational imagery) align with the copy's tone. The language should reflect the positive, vibrant lifestyle shown in images.
• •Show, Don't Just Tell, the 'No Compromise' on Taste: Use evocative language to describe the taste and quality of the drinks. Feature customer testimonials or reviews that specifically mention enjoying the taste despite lower calories to build credibility.

Social Perception

DrinkWell is perceived as a valuable resource for accessing lower-calorie alcoholic drinks, helpful for specific diets (low sugar, keto), with growing awareness and generally positive perception. Some concerns exist about pricing and taste preferences.

Copy Examples

• •Sip, Savor, Smile. ✨ Discover your new favorite wine with fewer calories, zero guilt. Explore our collection and toast to living well! #DrinkWell #LowCalorieWine #GuiltFreePleasures
• •Don't let calories call the shots! 🥂 Our curated selection of delicious, lower-calorie spirits, beers, and wines means you never have to compromise on taste or your wellness goals. Find your perfect pour today. #SmartSipping #DrinkWellUK #NoCompromise
• •Weekend vibes loading... with a lighter touch! 🎉 Stock up on your DrinkWell favorites – full flavour, fewer calories. Because a balanced lifestyle deserves a delicious drink. What are you sipping on? #LifestyleDrinks #HealthierChoices #WeekendReady
• •Tired of hidden sugars in your drinks? So are we. At DrinkWell, we believe in transparency. That's why we clearly label the (surprisingly low!) calories and sugar in every bottle. Drink informed, live well. #TransparentLabels #LowSugarDrinks #DrinkWellMission
• •Meet TRACES: our award-winning, zero sugar, lower calorie wine that actually tastes like... well, wine! 🍇 Crafted for enjoyment, designed for your lifestyle. Ready to make the swap? #TRACESWine #ZeroSugar #AwardWinning #DrinkWellExclusive