Brand Tone

Approachable Expertise: Educational, Passionate, Personal & Relatable, Curated & Confident.

Brand Values

• •Accessibility
• •Discovery
• •Education
• •Passion
• •Curation

Best Practices

• •Write Like Luke Talks: The brand's biggest asset is its founder's voice. All copy, from the website to emails, should echo his enthusiastic, straightforward, and educational tone. Read it aloud—if it doesn't sound like something he'd say on TikTok, revise it.
• •Lead with the Story: Every product has a story—the place, the producer, or the "aha!" moment of its discovery. Use this narrative in product descriptions and social posts to create an emotional connection that goes beyond just taste.
• •Balance Education with Emotion: Provide clear, simple tasting notes (e.g., "tastes like ripe blackberries and vanilla"), but always connect them to an experience or feeling (e.g., "the perfect wine for a cozy night in").
• •Use "You" and "We": Write directly to the customer ("If **you** love a full-bodied red...") and use "we" to reinforce the personal, curated nature of the brand ("**We** were so excited to find this wine..."). It builds a relationship, not just a transaction.
• •Demystify, Never Intimidate: Assume your audience is intelligent but may not be a wine expert. Define potentially confusing terms simply or avoid them altogether. The goal is to empower customers, not to show off complex vocabulary. For example, instead of "noticeable malolactic conversion," say "a rich, creamy texture."

Social Perception

The public and customers perceive Flunder Wines as a modern, trustworthy, and expert source for high-quality, interesting wines. The brand is seen as a direct reflection of its founder, Luke Flunder. He is viewed as a credible, down-to-earth influencer who successfully bridges the gap between social media entertainment and a serious, quality-focused e-commerce business. Customers trust the curation and enjoy the feeling of being part of a community built on shared discovery.

Copy Examples

• •Wines with a story, chosen for you. Forget dusty labels and confusing jargon. We find unique wines from passionate, small-scale producers so you can simply pour and enjoy.
• •You won't find this at your local supermarket. Meet Fiano, a grape from Southern Italy that's all sunshine and character. Think crisp green apple, a hint of hazelnut, and a texture that pairs perfectly with seafood pasta. We love the story behind the family who makes it—three generations tending the same vines. Ready for an adventure? Link in bio to discover your next favourite white.
• •Stop buying boring wine.
• •Why we chose this wine: We first tasted this Portuguese red on a rainy Tuesday, and it completely changed our day. It’s made by a tiny, family-run winery in the Dão region that does things the old-fashioned way. It’s vibrant, packed with wild berry flavours, and has a touch of spice that makes it incredibly food-friendly. This isn't a wine made by a committee; it's a wine with soul. Tastes like: A walk through a forest after the rain, black cherries, a hint of clove, and a smooth finish. Pair it with: A hearty beef stew, grilled mushrooms, or your favourite Netflix series.
• •You're standing in the wine aisle and have no idea what to grab for tonight's lasagna. Stop reaching for that same old bottle. Here are three amazing Italian reds under £15 that will blow your mind...