Brand Tone

Passionate, Exclusive, and Authoritative

Brand Values

• •Quality and Excellence
• •Authenticity and Passion
• •Curation and Expertise
• •Community and Shared Experience
• •Good Merchantship

Best Practices

• •Lead with Passion, Support with Facts: Always start from a place of genuine enthusiasm for the wine, but immediately back it up with authoritative details like vintage notes, critic scores, and provenance information.
• •Use an Exclusive Lexicon: Employ words like "curated," "iconic," "legendary," "hand-selected," "exclusive," and "collector's piece" to reinforce the premium nature of the products. Avoid mass-market terms like "deal," "sale," or "discount."
• •Educate, Don't Just Sell: Frame product descriptions and social media posts as educational opportunities. Provide brief, interesting details about the château, the region, or the winemaking process to demonstrate authority and add value beyond the transaction.
• •Maintain a Personal, Yet Professional Voice: Use the founder's story ("Hans' passion") to create a personal connection, but ensure the overall communication is polished, professional, and error-free. The tone should feel like receiving advice from a trusted and highly knowledgeable friend.
• •Visuals Must Match the Caliber of the Wine: All photography and visual branding must be high-end, sophisticated, and clean. The aesthetic should communicate luxury, quality, and attention to detail, mirroring the promise of the wines themselves.

Social Perception

A highly specialized, premium, and trustworthy fine wine merchant, positioned for connoisseurs, and seen as credible and service-oriented.

Copy Examples

• •A legend in St. Émilion. The 2015 Château Figeac is more than a wine; it's a statement of elegance and power. Acquired en-primeur and cellared in perfect conditions, it is now ready to be discovered. For the collector who understands that some stories are best told one sip at a time. Explore this icon at hanswineclub.dk.
• •Join Hans' Wine Club for an exclusive evening dedicated to the celebrated terroir of Margaux. Guided by our experts, you will taste a curated selection of 3ème Cru Classé wines, exploring the nuances that make this appellation immortal. Seats are strictly limited to ensure an intimate experience. Reserve your place to share in our passion.
• •Just Arrived: The Icons of Napa Valley. Hand-selected from legendary estates, our latest collection represents the pinnacle of Californian winemaking. Stored impeccably, delivered with care. Discover the new classics.
• •At Hans' Wine Club, our foundation is a deep passion for the world's finest wines, coupled with an unwavering commitment to good merchantship. We believe that proper cellaring and expert curation are non-negotiable. It's how we ensure every bottle we offer, from a classified Bordeaux to a boutique Burgundy, delivers its full potential. #FineWine #Bordeaux #WineInvestment #Quality
• •A Personal Invitation: Discover the 2016 Malescot St. Exupéry.