Brand Tone

Authentic & Passionate, Quality-Driven & Artisan, Personal & Approachable, Respectful of Heritage & Nature, Understated & Elegant

Brand Values

• •Family
• •Quality & Craftsmanship
• •Terroir Expression
• •Sustainability & Organic Principles
• •Heritage & Story
• •Passion

Best Practices

• •Lead with the Family Story: Consistently weave in the personal journey and multi-generational aspect of the winery. This builds authenticity and connection.
• •Emphasize "Place" and "Terroir": Always connect the wines back to the specific Hawke's Bay vineyard, the limestone soils, and the unique microclimate. Use descriptive language that evokes the landscape.
• •Highlight Organic and "Less is More" Philosophy: Reinforce the commitment to organic farming and minimal intervention winemaking as key differentiators and quality markers.
• •Use Refined, Yet Accessible Language: Maintain an elegant and respectful tone when describing the wines and the process, but ensure it's understandable and inviting, not alienating. Avoid overly technical jargon where simpler, evocative terms can be used.
• •Show, Don't Just Tell, Quality: Instead of simply stating "high quality," refer to meticulous care, awards, positive critic reviews, and the distinct characteristics of the wines that demonstrate this quality.

Social Perception

Respected & High-Quality Producer, Boutique & Artisan, Authentic & Grounded, Associated with Hawke's Bay Excellence

Copy Examples

• •Headline: Hopes Grove: Generations of Hawke's Bay, Bottled. Body: From our family to yours, taste the culmination of two decades of passion, organic farming, and the unique spirit of our limestone hills. Discover wines that speak truly of their origin.
• •Headline: More Than Wine, It's a Story of the Land. Body: Hopes Grove began with a dream and a deep respect for this special place. We craft each bottle with meticulous care, letting the unique character of our Hawke's Bay vineyard shine through. Experience the 'less is more' philosophy in every glass.
• •Headline: The Essence of Hawke's Bay, Organically Nurtured. Body: We believe great wine starts in the soil. At Hopes Grove, our commitment to organic principles and hands-on care from vine to bottle results in wines of pure expression and elegant complexity. Taste the difference dedication makes.
• •Headline: Your Invitation to Hopes Grove. Body: Journey with us to our slice of Hawke's Bay. We’re Pieter, Paige, Annabelle, and Bart – the family behind Hopes Grove. We invite you to explore our handcrafted, single-vineyard wines, born from a love of this land and the art of winemaking.
• •Headline: Taste the Terroir: Small Batches, Big Character. Body: At Hopes Grove, every vintage tells the story of our unique site. We focus on selective yields and a gentle hand in the winery to create artisan wines that are a true reflection of Hawke's Bay's heart. Discover our award-winning Syrah, Chardonnay, and more.