Brand Tone

Enthusiastic, Passionate, Friendly, Approachable, Curated, Knowledgeable, Community-Focused

Brand Values

• •Quality
• •Discovery and Exploration
• •Storytelling
• •Enjoyment and Shared Experience
• •Convenience
• •Passion for Craft

Best Practices

• •Speak the Language of Beer Enthusiasts, but Keep it Accessible: Use terms that resonate with those who appreciate craft beer (e.g., "hoppy," "malty," "brewery-fresh") but always explain or contextualize for newcomers. The goal is to be knowledgeable without being intimidating.
• •Emphasize Storytelling and Origin: Consistently weave in the narrative aspect. Talk about the brewers, the brewing process, the inspiration behind a beer, or the unique ingredients. This reinforces the "beer with a good story" value.
• •Maintain a Friendly, Welcoming, and Slightly Enthusiastic Voice: Imagine you're sharing a great new beer find with a friend. Let that passion and warmth come through in your writing, whether it's an email, a social media post, or website copy.
• •Focus on the Experience, Not Just the Product: Highlight the joy of discovery, the pleasure of tasting something new, and the social aspect of sharing good beer. Use evocative language that appeals to the senses.
• •Develop a Brand Voice Guide: Create a simple internal document outlining key brand vocabulary, "do's and don'ts" for tone, and examples of on-brand copy. This will help ensure consistency across all writers and platforms.

Social Perception

Perceived as a dedicated beer subscription service offering a good selection for social enjoyment. Likely positions them as a more premium or connoisseur-friendly service, appealing to those looking to learn more about craft beer rather than just consuming any beer.

Copy Examples

• •Headline (Website/Social Media): "Beyond the Usual Brew: Discover Your Next Favorite Beer with MaltClub. Handpicked, story-rich, delivered to your door."
• •Instagram Post: "Unbox a world of flavor! 🍻 Each MaltClub delivery is a new adventure in craft beer, featuring hand-selected brews and the fascinating stories behind them. Ready to explore? #MaltClub #CraftBeerDenmark #BeerSubscription #DiscoverNewBeer #BeerLovers"
• •Facebook Ad: "Tired of the same old supermarket shelf? MaltClub brings the best Danish and international craft beers right to you. Quality, variety, and a new taste experience every month. Join the club and elevate your beer game! [Link] ✨"
• •Newsletter Snippet: "This month, we're journeying through robust stouts and crisp IPAs that tell a tale of passion and craftsmanship. At MaltClub, we believe every beer has a story. Let us share them with you. Your taste buds (and your friends) will thank you! 😉"
• •Promotional Copy (Gift Subscription): "Give the Gift of Discovery! 🎁 A MaltClub subscription is more than just beer; it's an experience. Perfect for the beer enthusiast in your life who loves to explore unique flavors and the craft behind them. Choose your duration, and we'll handle the delight. [Link to Gift Options]"