Brand Tone

Energetic, Rebellious, and Unapologetic.

Brand Values

• •Potency and Value
• •Flavor Variety
• •Fun and Social Connection

Best Practices

• •Use Active, Energetic Language: Employ strong verbs and a direct, commanding tone. Words like 'unleash,' 'ignite,' 'fuel,' and 'electrify' align with the brand's high-energy vibe. Avoid passive or overly descriptive language.
• •Focus on the Experience, Not Just the Product: The copy should sell the feeling of fun, freedom, and social connection. Highlight the party, the gathering, and the memorable moments, with Joose as the catalyst.
• •Be Bold and Unapologetic: The brand knows its audience isn't looking for a craft cocktail. The copy should reflect this with confidence. Own the high ABV and the sweet flavors as key features, not something to hide.
• •Embrace Vibrant, Visual Language: Use flavor descriptions that are as bold and colorful as the packaging. Words like 'electric,' 'vibrant,' 'explosive,' and 'juicy' create a sensory experience that matches the product's perception.
• •Keep it Simple and Direct: The messaging should be easy to understand at a glance. Avoid complex sentences or jargon. The goal is to be accessible and relatable to a young audience seeking straightforward fun.

Social Perception

Perceived as a strong, inexpensive way to consume alcohol, often associated with college parties and young adult gatherings. Known for its potent buzz, with taste being polarizing – some enjoy the sweet flavors, others find it artificial and syrupy, used as a means to an end. Carries a legacy of controversial caffeinated alcoholic beverages.

Copy Examples

• •Don't just start the party. Be the party. Joose Up.
• •Your weekend just got a flavor upgrade. Which Joose are you bringing to the party? #Joose #TurnUpTheFlavor #PartyJuice
• •Unleash a burst of tart and tangy rebellion. Our Green Apple Joose packs a punch of crisp apple flavor with a bold 12% ABV. It's not just a drink, it's a statement. Serve ice cold for maximum impact.
• •Loud Flavor. Big Vibes. Find Your Joose.
• •Your Party Plans Are Missing This...