Brand Tone

Knowledgeable & Passionate, Sophisticated yet Accessible, Established & Trustworthy, Warm & Convivial, Modern & Stylish

Brand Values

• •Quality Selection: Carefully curated range of global wines, selected by sommeliers and staff.
• •Customer Experience & Enjoyment: Aiming to provide a place and products for people to enjoy good wine and food, whether in their establishments or at home. The original "Kaku-uchi" (drinking at a liquor store) style aimed to let people enjoy drinks with simple food, a spirit that seems to continue.
• •Heritage & Expertise: Building on the long-standing history of the Miyataya liquor store.
• •Good Value: Offering wines at attractive prices, often leveraging their direct liquor store connection.
• •Passion for Wine & Food Pairing: Evident in their restaurant menus and the way they talk about wine in conjunction with fresh, quality ingredients.

Best Practices

• •Educate, Don't Intimidate: Share wine knowledge in an engaging and approachable way. Use clear language, explain terms if necessary, and focus on the enjoyment of wine rather than just technical jargon.
• •Highlight Heritage and Expertise Subtly: Weave in mentions of Miyataya's long history and the staff's expertise naturally within product descriptions, "About Us" sections, and blog content to build trust and authority without sounding boastful.
• •Infuse Passion and Enthusiasm: Let the genuine love for wine shine through. Use descriptive, evocative language when talking about flavors, aromas, and the stories behind the wines. Staff recommendations can be particularly effective here.
• •Maintain a Consistent Visual Identity: Ensure that all visuals (website, social media, email marketing) align with the sophisticated yet accessible and stylish feel. High-quality product photography and appealing lifestyle shots are key.
• •Bridge Online and Offline Experiences: If customers have visited the physical MARU bars, the online tone should feel like a natural extension of that warm, knowledgeable, and quality-focused service. Use language that evokes the positive atmosphere of the bars.

Social Perception

Well-Regarded Wine Destination (especially physical locations), Reliable Online Retailer, Popular and Sometimes Crowded, Associated with Quality, The brand aims to be a place where "various people can enjoy delicious wine and serious food to their heart's content."

Copy Examples

• •Headline: Uncork a World of Discovery. Your Next Favorite Wine Awaits. Body: At MARU MIYATAYA, wine is more than a drink – it's an experience. Explore our curated collection, from celebrated vineyards to exciting new arrivals, all chosen with passion by our expert team. Bring the MARU experience home.
• •Headline: From Our Cellar to Your Table: Decades of Dedication in Every Bottle. Body: Rooted in 150 years of Miyataya heritage, our online shop offers the same exceptional wines and spirits you'd find in our renowned Hatchobori establishments. Taste the tradition, enjoy the convenience.
• •Headline: The Sommelier's Choice, Simplified. Body: Not sure where to start? Discover our staff's top picks in the "Miyataya Wine Award" section or explore our web-exclusive sets, perfectly designed for every palate and occasion. Great wine, made easy.
• •Headline: Elevate Your Evenings. Body: Whether it's a quiet night in or a celebration with friends, find the perfect accompaniment with MARU MIYATAYA. Fresh, vibrant whites, robust reds, and elegant bubbles – selected for quality, delivered to your door.
• •Headline: More Than Just a Wine Shop. It's a Lifestyle. Body: Join the MARU MIYATAYA community. Inspired by our lively Hatchobori bars where good company and great wine meet, we bring that same spirit to your online experience. Discover, share, and savor.