Brand Tone

enthusiastic, knowledgeable, and customer-centric

Brand Values

• •Curation & Discovery
• •Quality & Craftsmanship
• •Convenience & Flexibility
• •Community

Best Practices

• •Focus on the Experience, Not Just the Product: Instead of saying "We sell beer," use evocative language like "We deliver a monthly beer adventure." Frame the subscription as a journey of discovery.
• •Use "You" and "Your": Make the language customer-centric. Phrases like "Your monthly dose of quality beer" and "Find your beer subscription" make the customer feel seen and valued.
• •Highlight Key Benefits Clearly: Always repeat the main value propositions: curation (hand-picked, specialty), convenience (delivered to your door), and flexibility (no commitment, free shipping).
• •Maintain a Passionate and Knowledgeable Tone: Write as a fellow beer lover. Share excitement about the breweries, the beer styles, and the stories behind them. This builds authenticity and trust.
• •Keep it Simple and Direct: While the tone is enthusiastic, the core message is straightforward. Avoid overly complex language. The goal is to make it easy for customers to understand the offer and sign up, as seen in the simple structure "1. Order your MaltClub beer subscription...".

Social Perception

The target audience perceives Maltclub and similar services as a gateway to exploring the craft beer world beyond mainstream options. The value is seen in the curation—receiving a box of beers that they "most likely will not find in your local supermarket". Customers for these types of services are enthusiasts who enjoy variety and are often willing to try styles they might not choose themselves. The flexibility of a no-commitment subscription and the customization (e.g., "without IPA") are likely seen as significant advantages that cater to individual preferences and reduce risk.

Copy Examples

• •Your next favorite beer is waiting. Discover rare and exciting craft beers from the best microbreweries around the world, delivered to your door every month. No commitment, free shipping. Tap to get 20% off your first Maltclub box!
• •We travel the world of craft beer so you don't have to. Sign up for Maltclub and get a curated selection of incredible specialty beers delivered. Your journey starts here.
• •Hi [Name], we've been busy tasting some amazing brews for your upcoming box. This month, we're featuring a rich porter from an up-and-coming Danish brewery and a crisp, surprising lager from Germany you won't want to miss. Get your glasses ready!
• •For just 275 kr per month, you get 5-6 hand-picked specialty beers delivered right to you. That's a new taste experience every week, with free shipping and the freedom to pause or cancel anytime. It's the easiest way to explore the best in craft beer.
• •This month's adventure has landed! From hoppy IPAs to smooth stouts, the new Maltclub box is packed with flavor. Who’s excited to unbox theirs?