Brand Tone

Knowledgeable, Passionate, and Meticulous.

Brand Values

• •Unyielding Quality
• •Radical Transparency
• •Expert Curation

Best Practices

• •Prioritize Education over Hard Selling: Frame product information as a learning opportunity. Use tasting notes, terroir details, and processing information to empower the customer and reinforce your expertise.
• •Maintain Lexical Precision: Continue using specific, descriptive, and sometimes technical tea terminology (e.g., huigan, gushu, cha qi). This signals authenticity to your knowledgeable target audience and educates aspiring connoisseurs.
• •Weave in the 'Why': For every product, explain why it was chosen. What makes it special? Why are you passionate about it? This infuses the copy with the brand's passion and justifies the curated selection.
• •Embrace Nuanced Descriptions: Avoid generic superlatives like 'the best.' Instead, use evocative and specific sensory language that describes the tea's unique character, such as 'a pleasant bittersweet hoppiness emerges' or 'creamy grassiness and custardy texture.'
• •Be Transparent in All Communications: Continue to openly state the origin, tree age, and processing details. If a tea is from a famous mountain, explain what makes your selection distinct. This transparency is your most powerful asset and a key differentiator.

Social Perception

The public and customer perception of FatBat Puerh is that of a premium, trusted, and specialized vendor for serious puerh enthusiasts. They are seen as a reliable source for high-quality, authentic puerh tea, particularly for those interested in rare and single-origin offerings. The brand is well-regarded within its niche, and while the premium pricing is a barrier for some, it reinforces their positioning as a high-end supplier for connoisseurs who value quality and transparency above cost.

Copy Examples

• •Beyond the Hype. Beyond the Label. We are Puerh Explorers, not just resellers. We journey to the remote tea gardens of Yunnan to source and produce teas of unimpeachable quality and transparent origin. This is puerh as it was meant to be. Taste the truth.
• •Introducing our 2024 Ma Li Shu Gushu Sheng. From a micro-region that has mercifully escaped the rush of modern demand, these trees express the purest character of Yibang. We find a refined, creamy texture and a subtle, unfolding complexity that rewards focus. This isn't a tea of fleeting excitement; it's a study in nuance and deep forest character (野韵). Available now. Link in bio. #FatBatPuerh #GushuPuerh #Yibang #TerroirTea #GongfuCha
• •While our focus is often on our own pressings, some factory productions are too compelling to ignore. This 2016 Xiaguan "Love of Tea" Tuo is one such example. We've curated this batch for its remarkable consistency and classic Xiaguan profile—a robust smokiness balanced by a developing sweetness. It represents an excellent entry point for aging or for experiencing a benchmark factory taste profile we stand behind.
• •Our name, FatBat, is a nod to the bats we saw frolicking in the twilight over the tea mountains—symbols of fortune and harmony with nature. It reminds us of our purpose: to seek out and share the good fortune of exceptional puerh, guided by a spirit of joyful discovery and academic rigor.
• •New Arrival: A Tea That Whispers, Not Shouts. Discover the subtlety of Man Song.