Brand Tone

knowledgeable, approachable, passionate, and trustworthy

Brand Values

• •Expertise & Quality Curation
• •Customer Service & Personal Touch
• •Passion for Wine & Spirits
• •Independence & Tradition
• •Community Engagement

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining the key characteristics of your brand voice (e.g., knowledgeable but not jargon-heavy, friendly but professional, passionate but not over-the-top). Include do's and don'ts.
• •Focus on Sharing Knowledge, Not Showing Off: Position copy as generously sharing expertise and passion to help customers discover and enjoy, rather than simply demonstrating how much the brand knows. Use accessible language.
• •Emphasize the Why: Beyond product features, explain why a particular wine is special, why it's a staff pick, or why it pairs well with certain foods. This conveys passion and helps customers connect.
• •Incorporate the Human Element: Regularly mention our team, our family, or share staff insights. Use we and us to create a connection. Personal anecdotes (where appropriate and brief) can enhance approachability.
• •Be Consistent Across All Channels: Ensure the tone used on the website, in emails, on social media, and even in-store signage (if applicable) is aligned. Regular review of content across platforms can help maintain this consistency.

Social Perception

The General Wine Company is generally perceived positively by the public and its customers as a respected local business, a knowledgeable & helpful source, provider of wide & interesting selection, fair & reliable, and friendly & welcoming.

Copy Examples

• •Website Homepage Banner: Discover Your Next Favourite. For over 40 years, our family has been passionately selecting exceptional wines and spirits, just for you. Explore our collection or ask our friendly experts for a recommendation!
• •Social Media Post (New Arrival): Just landed! 🍾 This stunning [Wine Name] from [Region] is bursting with notes of [Flavour 1] and [Flavour 2]. Perfect for [Occasion/Pairing]. Our team loved it, and we think you will too! Pop in-store or find it online. #NewWine #ExpertPick #TheGeneralWine
• •Email Newsletter Snippet (Educational): Ever wondered what makes a [Grape Varietal] so unique? Our latest blog post dives deep into the heart of [Region]'s finest, exploring the terroir and techniques behind this incredible grape. Read on and sip smarter! [Link to Blog]
• •Product Description (Premium Wine): A true masterpiece from [Winery Name]. This [Vintage] [Wine Name] offers an unforgettable experience, meticulously crafted and cellared to perfection. With complex aromas of [Aroma 1], [Aroma 2], and a lingering finish, it’s an investment in pure enjoyment. Our experts rate it highly for [reason]. Limited availability.
• •Local Event Promotion (Facebook): Join us this Saturday at our Petersfield shop for a complimentary tasting of exciting new Italian reds! 🇮🇹 Our team will be on hand to share their insights and help you find your perfect match. A great chance to explore, chat, and sip with fellow wine lovers! #WineTasting #PetersfieldEvents #Community #TheGeneralWine