Brand Tone

Modern & Sophisticated, Approachable & Friendly, Transparent & Honest, Conscious & Mindful, Innovative & Disruptive

Brand Values

• •Quality Ingredients
• •Transparency
• •Sustainability
• •Modern Drinking Experience
• •Community & Connection
• •Authenticity

Best Practices

• •Emphasize "Better-for-You" (without over-promising): Focus on natural ingredients, low sugar, and low ABV as key differentiators that allow for a more enjoyable experience with fewer negative consequences.
• •Maintain a Modern & Elevated Vocabulary: Use words that convey sophistication but remain accessible and inviting. Avoid overly technical jargon or overly casual slang.
• •Highlight Transparency & Authenticity: Weave in details about ingredient sourcing or the founders' story to build trust and connection.
• •Speak to the "Why" not just the "What": Connect with the consumer's desire for a more mindful, balanced lifestyle where social drinking doesn't mean sacrificing wellbeing.
• •Keep it Visually Congruent: Ensure the copy complements the brand's clean, minimalist, and stylish aesthetic. The language should feel as fresh and modern as the bottle design.

Social Perception

Positive for Flavor & Lower Impact, Aesthetically Pleasing, Innovative Alternative, Premium (but sometimes pricey), Community Focused, Resilient & Anticipated Relaunch

Copy Examples

• •Instagram Post: "Sip on something real. ✨ Our Citrus Flower aperitif is made with sun-ripened lemons and delicate elderflower – never artificial anything. Taste the difference transparency makes. #DrinkHaus #RealIngredients #ModernDrinking"
• •Email Subject Line: "Redefine Your Happy Hour with Haus" Body Snippet: "Tired of the usual? So were we. That's why we created Haus – aperitifs crafted for today's drinker. Enjoy complex flavors and good company, without the next-day regrets. Discover your new favorite ritual. [Link to Shop]"
• •Website Banner: "The Future of Drinking is Here. Low-ABV Aperitifs. All Natural. Simply Delicious."
• •TikTok Video Idea: Quick cuts showing vibrant Haus cocktails being easily mixed, people laughing and chatting in a bright, modern setting. Text overlay: "Evenings are for enjoying. Haus: Real fruit, real flavor, real good times. 🥂 #HausMoments #LowABV #BetterDrinking"
• •Product Description Snippet (for Grapefruit Jalapeño): "A bright, refreshing blend of zesty grapefruit with a subtle, playful kick of fresh jalapeño. Perfect for those who like it light, with a little bit of an edge. Just natural ingredients, for a taste that's as honest as it is delicious."