Brand Tone

Aspirational, sophisticated, yet accessible and convenient, blending luxury travel with at-home ease, using terms like premium, luxury, refinement, impeccable taste, convenience, and ready to pour, with a playful travel theme.

Brand Values

• •Quality and Craftsmanship
• •Convenience
• •Innovation
• •Accessibility
• •Consistency

Best Practices

• •Maintain the Travel Vernacular: Consistently use aviation and travel-themed language (e.g., "upgrade," "destination," "onboard," "journey," "takeoff") across all platforms, as this unique vocabulary is a powerful brand differentiator.
• •Balance Sophistication and Simplicity: Pair premium language ("expertly crafted," "artisanal," "refined") with direct calls to its ease of use ("just pour," "ready-to-drink," "no fuss"). The key is to sell a high-end experience that is effortlessly achieved.
• •Highlight the "Why" - Bartender Quality: Continuously reinforce the connection to expert mixology and the Clipper bar, reminding customers that these are bartender-made cocktails, bottled, to counter potential skepticism about pre-made quality.
• •Focus on the Occasion: Create content that places the product in the consumer's life, showcasing it as the centerpiece for a quiet, luxurious night in, a sophisticated dinner party, or a celebratory moment, framing it as an essential element for elevating everyday experiences.
• •Use High-Quality Visuals: Ensure that photography and videography match the "First Class" experience promised by the copy. All visuals should be polished, elegant, and aspirational, reflecting the premium nature of the cocktails themselves.

Social Perception

Perceived as a credible and quality premium product due to its association with the highly-regarded Clipper cocktail bar. Customers see it as ideal for those who appreciate a well-made cocktail but desire the convenience of an at-home solution. It taps into the growing trend of premiumisation in the alcohol market, viewed as a perfect solution for special occasions, sophisticated gatherings, or as a high-quality gift.

Copy Examples

• •Your First Class ticket to paradise is ready. No packing required. Our Pineapple & Chilli Margarita is a journey of flavour, blending tropical sweetness with a gentle, fiery kick. Crafted by expert mixologists, it's a bar-quality escape, bottled. Where will your first sip take you? #FirstClassCocktails #CocktailVoyage #Margarita
• •The Bar Is Now Open. (And it's in your fridge). Experience award-winning mixology at home. No mixing, no mess. Just pour.
• •Don't Just Make a Drink. Embark on an Adventure. You appreciate the finer things—the perfect cocktail shouldn't be an exception. First Class Cocktails delivers the sophistication of a world-class bar to your door. Explore our collection of ready-to-pour classics with a twist.
• •A timeless classic, upgraded. We’ve perfected the Old Fashioned so you don't have to. Using premium bourbon and aromatic bitters, this is a smooth, bar-strength cocktail ready for your favourite tumbler and a twist of orange peel. It’s the perfect co-pilot for a relaxing evening. Simply chill, pour over ice, and land in satisfaction.
• •Your evening upgrade has arrived.