Brand Tone

Knowledgeable & Passionate, Slightly Rebellious / Non-Conformist, Authentic & Down-to-Earth, Eco-Conscious, Sophisticated yet Edgy

Brand Values

• •Quality & Craftsmanship
• •Individuality & Authenticity
• •Sustainability & Environmental Responsibility
• •Innovation & Experimentation
• •Community & Connection

Best Practices

• •Embrace the "Our Way" Mentality: Consistently weave in the narrative of individuality and not just following trends. Use confident, direct language. Phrases like "We make wine by our own rules," "Doing things differently," or "Unconventional by choice" can be subtly integrated.
• •Balance Expertise with Edge: Showcase deep knowledge of viticulture and winemaking (especially for aromatics and Riesling) but deliver it with personality, avoiding overly technical jargon unless appropriate for a specific audience. Let the passion and the "rock & roll" spirit peek through.
• •Highlight Sustainability Authentically: Integrate messaging about organic and sustainable practices naturally, not as an afterthought. Connect it to the quality of the wine and respect for the land.
• •Tell the Stories: Share the human element – the history, the team (like "Brownie" the winemaker), the connection to music, the unique vineyard tales. This builds authenticity and connection beyond just the product.
• •Be Consistent Across Platforms, Adapt for Nuance: While the core tone remains, adapt its expression slightly for different channels. Instagram might be more visual and punchy, while a newsletter or blog post can delve deeper into details, but the underlying rebellious spirit and commitment to quality should always be recognizable.

Social Perception

Highly Respected for Riesling, Innovative and Distinctive, Quality-Focused, Sustainable Leader, Engaging and Unique Experience, Good Value

Copy Examples

• •Headline (Website/Ad): Framingham: Award-Winning Wines. Made Our Way. Since 1981. Body: We don't follow fads. We follow flavour. From Marlborough's oldest Riesling vines to groundbreaking F-Series experiments, every bottle is a testament to doing what we love. Sustainably grown, meticulously crafted, undeniably Framingham.
• •Social Media Post (Instagram - with a picture of their F-Series wine): Rules? We prefer to write our own. Our F-Series is where the wild ideas ferment into something extraordinary. Limited batch, maximum expression. Not for the faint of palate. #FraminghamWines #FSeries #MarlboroughWine #WineRebels #MakeYourOwnRules
• •Product Description (Classic Riesling): Meet the icon. Our Classic Riesling isn't just a wine; it's a Framingham signature. Crafted from some of Marlborough's oldest vines, expect vibrant aromatics, a textured palate, and that unmistakable Germanic precision. Proof that some traditions are worth twisting. #FraminghamRiesling #MarlboroughRiesling #SustainableWine #OrganicWine
• •About Us Snippet (Website): We’re a bit old school, a bit new school, and a whole lot of rock 'n' roll. At Framingham, we blend decades of winemaking wisdom with a healthy disregard for the 'expected.' The result? Expressive, sustainably-farmed Marlborough wines with a story in every sip. And yes, we have our own band.
• •Email Subject Line (Newsletter): Fresh Drops & Rule Breaks: New Framingham Releases Inside! Body Teaser: Forget bland. We're serving up the latest from our cellars – wines with attitude, crafted with care, and ready to shake up your wine rack. Explore the new vintage, dig into the F-Series, and maybe discover your next obsession...