Brand Tone

Passionate, Authentic, Sincere, Proud, Artisanal, Elegant, Community-Oriented, Respectful

Brand Values

• •Tradition & Heritage
• •Authenticity & Origin
• •Quality & Craftsmanship
• •Community & Cooperation
• •Promise & Trust
• •Respect for Nature

Best Practices

• •Embrace "La Promesa" (The Promise): Continuously weave the concept of "Júrame" as a promise – to quality, tradition, origin, and the consumer – into all communications. This core idea is powerful and emotionally resonant.
• •Storytelling over Selling: Focus on the narrative: the history of La Flor, the unique Salmiana agave, the patience of the process, the community involvement. Let the story convey the value.
• •Sensory & Evocative Language: Use descriptive words that appeal to the senses and evoke the elegance, smoothness, and unique flavor profile (citrus, herbal, cooked agave) of the mezcal.
• •Highlight Authenticity & Origin: Consistently reference San Luis Potosí, the Salmiana agave, and the artisanal methods. This differentiates the brand and reinforces its "Promesa de Origen."
• •Maintain Visual & Verbal Elegance: Ensure that all copy, from website text to social media captions, reflects the refined and respectful tone. This should align with the high-quality visual presentation of the brand. Avoid overly casual slang or tones that might undermine its sophisticated, heritage-rich image.

Social Perception

High-Quality Artisanal Product, Authentic Mexican Spirit, Brand with a Story, Award-Winning and Recognized, Smooth and Approachable

Copy Examples

• •Mezcal Júrame: A Sworn Promise in Every Sip. From the heart of San Luis Potosí, our Salmiana agave whispers tales of tradition and wild spirit. Taste the unbreakable pact between land, legacy, and the hands that craft Júrame. Seal your moments with a promise.
• •Beyond Mezcal. This is Júrame. Crafted slowly, respectfully, where time-honored methods meet the soul of the Salmiana agave. Júrame isn't just made; it's born from a century of heritage and a community's devoted heart. Discover the taste of true commitment.
• •The Spirit of San Luis Potosí. Bottled. Júrame is our "Promesa de Origen." Wild Salmiana agave, nurtured by sun and patience, transformed by artisanal hands in the legendary La Flor mezcalería. An elegant mezcal that speaks of its noble roots.
• •Look Us in the Eye and Say Júrame. More than a drink, it’s a shared vow. A moment of connection, sealed with the exquisite smoothness of 100% Salmiana agave. Júrame: For promises that go straight to the heart.
• •Generations of Craft, Timeless Character. In Estación Ipiña, every bottle of Júrame is a testament to a community's enduring spirit and the wild beauty of the Potosí highlands. Experience the authentic, award-winning taste of our land.