Brand Tone

Approachable and Friendly, Humorous and Playful, Unpretentious, Passionate, Informal and Casual

Brand Values

• •Accessibility/Affordability
• •Minimal Intervention/Natural Winemaking
• •Authenticity and Character
• •Fun and Enjoyment
• •Quality Drinkability
• •Experimentation and Innovation

Best Practices

• •Embrace Imperfection and Authenticity: Don't be afraid to be a bit raw and real. Use colloquialisms (like "mates," "bloody good," "reckon") that sound genuine to the Australian founders. Avoid overly polished or corporate language.
• •Inject Humour and Playfulness: Look for opportunities to add a wink, a pun, or a lighthearted comment, especially in social media and less formal communications. Wine names themselves are a great example of this.
• •Tell Your Story (and Theirs): Continuously weave in the narrative of two friends making wine they love, for people to enjoy without fuss. Highlight the "why" behind the brand – making interesting wine affordable.
• •Focus on Enjoyment and Experience: Describe the wines in terms of how they make you *feel* or the occasions they suit, rather than solely relying on complex tasting notes. Use words like "smashable," "fun," "juicy," "vibrant."
• •Keep it Simple and Direct: Avoid jargon where possible. Explain winemaking terms (like Pet Nat, minimal intervention) in an accessible way if needed, but generally lean towards straightforward, easy-to-understand language that reflects the "no fuss" attitude of the brand.

Social Perception

Cool and Modern, Trustworthy and Genuine, Producers of Great Value Wine, Fun-loving and Unintimidating, Artisanal and Passion-Driven

Copy Examples

• •Instagram Post (New Release): Oi legends! Guess what? Our [Wine Name] is back and fizzier/juicier/wilder than ever! Made with sunshine, good vibes, and a little bit of that Konpira magic. Perfect for your Wednesday night spaghetti or just, y'know, existing. Grab a bottle before Sam drinks it all. 😉 #KonpiraMaru #NaturalWine #MidWeekWinesGreatAgain #GlouGlou
• •Website Product Description: Meet the [Wine Name] – it’s like a party in your mouth, and everyone's invited. We threw in [Grape 1], [Grape 2], and a dash of [Grape 3] just for kicks. Minimal fuss in the winery, maximum fun in your glass. Don’t overthink it, just chill it and thrill it. Pairs well with good mates and questionable dance moves.
• •Email Newsletter Subject: Your Thirst Aid Kit Has Arrived (It's Wine!) 🍷 Body Snippet: Hey Wine Folk, Feeling parched? Thought so. We’ve just bottled a fresh batch of [Wine Name], and it’s practically screaming ‘drink me!’ This isn’t your grandma’s fancy-pants tipple; it’s just seriously tasty juice for seriously awesome people (like you). Pop over to the site and snag some before it vanishes.
• •Facebook Ad: Tired of boring wines? So were we. That’s why we started Konpira Maru – to make bloody good, interesting wines you can actually afford to drink any night of the week. No monocles required. Discover your new favourite drop. [Link to Shop]
• •About Us Snippet (for a feature): Konpira Maru isn't about old dusty cellars or wines you can't pronounce. We're Al and Sam, two mates who reckon good wine shouldn't cost the earth or require a PhD to enjoy. We make minimal intervention stuff that’s full of character, just like the legends who drink it. Cheers to that!