Brand Tone

The brand's tone is predominantly purpose-driven, communal, and authentic. It is passionate about winemaking and compassionate about its social mission, using grounded and transparent language. It is welcoming, inclusive, and celebrates collective effort, while being proud and knowledgeable about its award-winning organic wines without being elitist.

Brand Values

• •Community
• •Wellbeing
• •Sustainability
• •Quality
• •Resilience

Best Practices

• •Always Lead with "Why": Start with the social mission. Whether talking about a new wine or a volunteer day, the "why" behind it—community wellbeing—should always be present. Frame the wine as the delicious product of this mission.
• •Champion the "Who": Regularly feature volunteers, staff, and community members. Share their stories and testimonials to keep the human element at the forefront. This reinforces the "communal" and "authentic" aspects of the brand voice.
• •Use Inclusive and Grounded Language: Avoid overly technical wine jargon. The tone should be accessible to everyone, not just wine connoisseurs. Use words like "we," "our," and "together" to foster a sense of shared ownership.
• •Be Transparent in Success and Failure: Share news about awards and great vintages with pride. Equally, be open about challenges like poor harvests or the need for funding. This builds trust and strengthens the community bond.
• •Connect Product to Place and Purpose: Always link the wines back to their unique origin (London) and their purpose (social enterprise). Mention the organic practices and the volunteer effort that go into every bottle, making the product inseparable from the story.

Social Perception

Forty Hall Vineyard is perceived very positively as a "business with a heart," a unique and valuable community asset for London. Customers and supporters see it as a social project worth supporting, believing that purchasing their wine contributes directly to a good cause. It is praised by wine critics for the quality of its products, dispelling any prejudice that a social enterprise might produce inferior goods. The narrative of community resilience further solidifies its image as a cherished local institution that people are willing to fight for.

Copy Examples

• •More Than a Wine. It's a Community. Every bottle of our award-winning organic wine is the result of hundreds of hours of work by our dedicated volunteers. When you sip our London Brut, you're tasting the spirit of a community that grows together. You're supporting a place of sanctuary and wellbeing in the heart of North London. Drink good wine, do good work.
• •Sip the London Sunshine. Taste Our 2023 Bacchus. Fresh, crisp, and aromatic. Our single-variety Bacchus is a true expression of our unique London terroir. Grown organically and tended by hand by our amazing volunteers, this wine captures the resilience and vibrancy of our vineyard. Perfect for a summer afternoon, each glass supports our ecotherapy mission.
• •Find Your Place in the Vines. Looking for a way to connect with nature, meet new people, and make a real difference? Join our volunteer team at Forty Hall Vineyard. No experience necessary—just a willingness to get your hands dirty. Help us cultivate award-winning wine and a healthier, happier community.
• •The Perfect Pairing: Wine & Wildflowers. Join us for a special tour and tasting event this weekend. Wander through the rows of London's only vineyard, learn about our organic methods, and sample the delicious fruits of our labour. All proceeds are reinvested into our vital mental health and wellbeing projects. Book your tickets and be part of our story.
• •From a handful of vines to an award-winning social enterprise. We started in 2009 with a simple idea: to bring winemaking back to London and create a space for community to thrive. Today, thanks to our incredible volunteers, we produce some of England's finest organic wines. Every challenge we've overcome has been thanks to you. This is your vineyard.