Brand Tone

Authoritative and Expert, Confident and Understated, Passionate and Dedicated, Elegant and Refined, Traditional yet Forward-Thinking

Brand Values

• •Family & Heritage
• •Quality & Excellence
• •Integrity & Authenticity
• •Tradition & Innovation
• •Terroir Expression
• •Sustainability

Best Practices

• •Emphasize Heritage and Family: Consistently weave the Brajkovich family story and their nearly 80-year history into communications. This reinforces authenticity and tradition.
• •Highlight Quality and Expertise with Understatement: Use confident, precise language when describing the wines and winemaking process. Let accolades and critical reviews provide third-party validation rather than relying on overt self-praise. Reference Michael Brajkovich MW's expertise where relevant.
• •Maintain an Elegant and Sophisticated Voice: Mirror the refined nature of the wines. Avoid overly casual slang, colloquialisms, or overly trendy marketing speak. Focus on clarity, intelligence, and a passion for the craft.
• •Educate Subtly About Terroir and Style: Share insights into what makes Kumeu River wines unique – the clay soils, the Burgundian winemaking influence, hand-harvesting, and the characteristics of different vineyards.
• •Be Consistent Across All Platforms: Ensure that the tone of voice, visual identity, and core messaging are harmonious across the website, social media channels, newsletters, and any public relations or marketing materials.

Social Perception

Kumeu River Wines is overwhelmingly perceived as a producer of exceptional, world-class Chardonnays, often considered New Zealand's finest and a global benchmark. They are highly respected for their consistency and quality across vintages. There is strong recognition of their family heritage and pioneering spirit in the New Zealand wine industry. Consumers and critics alike frequently highlight the remarkable value their wines offer, especially when compared to their Burgundian counterparts, which they often outperform in blind tastings. The involvement of Michael Brajkovich MW adds a layer of trust and perceived expertise. The brand evokes a sense of prestige, craftsmanship, and reliability.

Copy Examples

• •Headline: The Brajkovich Legacy: Crafting World-Class Chardonnay Since 1944. Body: For generations, Kumeu River has been synonymous with New Zealand's finest Chardonnay. Rooted in family tradition and an unwavering pursuit of excellence, our wines are a testament to the unique terroir of Kumeu and the pioneering spirit of the Brajkovich family. Discover the elegance and complexity that have captivated critics worldwide.
• •Headline: Beyond Burgundy: The Kumeu River Chardonnay Experience. Body: Consistently outperforming esteemed Burgundian counterparts in blind tastings, Kumeu River Chardonnays offer unparalleled quality and remarkable value. Master of Wine Michael Brajkovich crafts wines of exceptional purity, balance, and age-worthiness. Taste the distinction.
• •Headline: Maté's Vineyard: A Jewel in the Kumeu Crown. Body: Named in honor of our father, Maté Brajkovich, this single-vineyard Chardonnay is the ultimate expression of our estate. Hand-harvested and meticulously crafted, it embodies the power, finesse, and longevity that define Kumeu River. An icon of New Zealand wine.
• •Headline: Tradition Meets Precision: The Art of Kumeu River. Body: Inspired by the great white wines of the Old World, yet distinctly New Zealand. At Kumeu River, we blend time-honored winemaking with innovative viticulture to create Chardonnays celebrated for their vibrant minerality and sophisticated character. Experience our commitment in every bottle.
• •Headline: From Our Family to Yours: Celebrate with Kumeu River. Body: Whether it's our iconic Estate Chardonnay or the lively Kumeu Crémant, each bottle from Kumeu River is an invitation to share in our family's passion for exceptional wine. Perfect for any occasion that calls for elegance and quality.