Brand Tone

Expert, Passionate, and Unpretentious

Brand Values

• •Curated Quality
• •Expert Knowledge
• •Authenticity & Terroir
• •Customer-Centric Service
• •Expanding Horizons

Best Practices

• •Speak from Passion, Not a Pedestal: Always write as a fellow enthusiast sharing a discovery. Use knowledgeable language but avoid overly technical jargon unless explained. Frame expertise as a benefit for the customer ("We taste the average stuff so you don't have to").
• •Embrace the "No Crap Wine" Mentality: Use this bold, honest voice across all copy. Be direct, confident, and unapologetic about the high standards of your curated collection. This builds trust and a strong brand identity.
• •Tell the Story of the Wine: Go beyond simple tasting notes. Briefly mention the region, the producer, or what makes that specific bottle special ('terroir'-driven, family-owned, etc.). This reinforces the values of authenticity and curation.
• •Be Personable and Approachable: Use "we" and "you" to create a direct conversation with the customer. Reference the brand's history and the people behind it (like Michael) to maintain the small-business, personal feel that customers value.
• •Focus on the Experience, Not Just the Product: The copy should sell more than just wine; it should sell discovery, quality, and the pleasure of drinking a fantastic, interesting bottle. Use evocative language that hints at the experience—a perfect food pairing, a conversation starter, or a moment of pure enjoyment.

Social Perception

The social perception of eWine is overwhelmingly positive, seen as a highly reliable, efficient, and personable trusted, specialist online retailer for those seeking high-quality European wines, noted for exceptional service, a high-quality selection, and expertise.

Copy Examples

• •Life is too short for boring wine. We’ve searched the cellars of Europe to bring you bottles with soul and a story. Discover your new favourite.
• •Forget the supermarket. These Italian classics just landed.
• •This isn't your average Syrah. Grown on the sun-drenched slopes of the Northern Rhône, it’s packed with notes of dark berries, black pepper, and that distinct, earthy 'terroir' we can't get enough of. It’s a bold, honest wine for those who appreciate true character. We do the searching, you do the enjoying.
• •We admit it: we're wine snobs. But not the stuffy kind. We're the kind that believes every bottle should be exciting. After 12 years running our Wellington shop, we now bring our hand-picked European gems directly to you online. No mystery cases, no 'plonk'—just great wine we love, from our cellar to yours.
• •Tired of the same old Sauvignon Blanc? Let's take a trip to Spain. This week, we’re celebrating the bold flavours of Rioja. From vibrant, youthful crianzas to complex, aged gran reservas, we have a bottle that will expand your horizons. Explore the selection and find a new dinner table centrepiece.