Brand Tone

Approachable and Friendly, Passionate and Knowledgeable, Ethical and Principled, Down-to-Earth and Unpretentious, Community-Oriented

Brand Values

• •Diversity and Inclusivity
• •Sustainability and Ethical Production
• •Quality and Curation
• •Education and Transparency
• •Community Engagement

Best Practices

• •Always Prioritize "Friendly and Approachable": Even when discussing complex wine terminology or serious ethical issues, frame it in a way that is open, inviting, and easy to understand. Avoid jargon where possible, or explain it simply.
• •Weave in Your Values Naturally: Don't just state your values; show them. When describing a product, mention the female winemaker, the sustainable farming practice, or the BIPOC-owned distillery as part of its compelling story, not just a checklist item.
• •Be Genuinely Enthusiastic: Let your passion for the products and producers shine through. Use positive, descriptive language that conveys excitement and a love for what you do. Authenticity is key.
• •Embrace a Touch of "Fiasco!": While maintaining professionalism, don't be afraid to be a little playful or self-aware, aligning with the lightheartedness the brand name suggests. This makes the ethical messaging feel more human and less preachy.
• •Focus on the "Why," Not Just the "What": Explain *why* a particular wine or spirit is special – its story, the people behind it, its unique production method, or its ethical standpoint. This builds a deeper connection with customers beyond just the product itself.

Social Perception

A Mission-Driven Retailer, A Trustworthy Source for Unique Finds, Community-Focused and Welcoming, Progressive and Conscious, Knowledgeable and Passionate

Copy Examples

• •Instagram Post (New Wine Arrival): Say hello to your new favorite weeknight sipper! 👋 This vibrant [Grape Varietal] from [Producer Name] just landed, and it's all about those good vibes & minimal intervention. Crafted by an incredible woman-led team in [Region], it's sunshine in a bottle without any funny business. Come grab one and let's chat about why we're so stoked on it. #FiascoBK #NaturalWine #CrownHeights #SupportWomenInWine #RealWine
• •Website Banner (Promoting Wine Club): Tired of the same old bottles? Let us do the exploring! Join the Fiasco! Wine Club and get a monthly dose of unique, ethically-sourced wines from producers we love. Good juice, good people, delivered. Discover your next obsession. [Link to Wine Club]
• •In-Store Signage (Staff Pick): FIASCO! STAFF PICK: Feeling adventurous? Conor's obsessed with this [Spirit Type] from [Producer Name] right now. It's small-batch, big character, and made by folks doing things the right way. Perfect for [Occasion/Cocktail]. Don't be shy, ask us for a story about it! #FiascoFinds #ArtisanalSpirits #DrinkEthically
• •Email Newsletter Snippet (Highlighting a BIPOC Producer): Spotlight On: [Producer Name] ✨ This month, we're raising a glass to the incredible work of [Producer Name], a BIPOC-owned winery shaking things up in [Region]. Their commitment to [Specific Value, e.g., organic farming, community empowerment] is as inspiring as their delicious [Wine Name]. Taste the passion, support the vision. Available now at Fiasco! #DiversityInWine #FiascoLoves #DrinkGoodDoGood
• •Social Media Ad (General Brand Awareness): Your friendly, local wine shop that gives a damn. At Fiasco! in Crown Heights, we stock delicious, minimal intervention wines and artisanal spirits from awesome people – especially women, BIPOC, and LGBTQ+ producers. Good taste, good ethics. Come say hi! 📍 Union & Rogers. #FiascoWineAndSpirits #BrooklynWine #EthicalDrinking #CrownHeightsLocal