Brand Tone

Inclusive and Welcoming, Authentic and Down-to-Earth, Community-Focused, Passionate and Knowledgeable, Playful and Fun, Supportive of Small Businesses

Brand Values

• •Inclusivity and Acceptance: Creating a welcoming environment for all, including being proudly Queer Trans-Nonbinary, Indigenous, and Autistic-owned.
• •Community: Strong focus on serving their local Brooklyn community and fostering a sense of belonging.
• •Health and Wellness: Promoting healthier lifestyle choices and supporting individuals on their journey with alcohol, whether it's moderation or sobriety. The founder, Aqxyl, is a self-proclaimed "health nut" and has a background as a yoga teacher and chef.
• •Quality and Curation: Only stocking products they personally love and believe in, ensuring a high-quality selection for their customers.
• •Authenticity and Transparency: Being open about their personal journeys and the challenges of running a small business.
• •Independence: Valuing their status as a small, independent business without investors, allowing them to operate according to their own values.
• •Joy and Celebration: Offering alternatives that allow people to enjoy social occasions and "fun" drinks without alcohol.

Best Practices

• •Embrace Authenticity: Share genuine stories, personal experiences, and a real passion for the products. Avoid overly corporate or impersonal language. Let the unique personalities of the owners and team shine through.
• •Prioritize Inclusivity in Language: Use welcoming and open language that speaks to a diverse audience. Acknowledge different reasons for choosing non-alcoholic options and ensure imagery and messaging reflect this inclusivity. Highlight the brand's commitment to being a safe space.
• •Foster a Sense of Community: Address your audience directly, ask questions, and encourage interaction. Frame the brand as a local hub and a supportive community, not just a store. Use phrases that build connection, like "we're in this together" or "join our community."
• •Keep it Positive and Celebratory: Focus on the joy, discovery, and positive aspects of non-alcoholic choices. Even when discussing sobriety or health, frame it in an empowering and uplifting way. Avoid judgmental or preachy tones.
• •Be Knowledgeable but Approachable: Share expertise about the products and the non-alcoholic industry, but do so in a way that is easy to understand and not intimidating for newcomers. Avoid jargon where possible, or explain it clearly. The tone should be like a friendly, trusted guide.

Social Perception

Pioneering and Niche, Community Hub, Supportive and Non-Judgmental, Curated and Trusted Source, Advocates for a Lifestyle

Copy Examples

• •Instagram Post (Image: Diverse group of people laughing with non-alcoholic drinks): "Your vibe. Your choice. Our shelves are stocked with delicious discoveries for every kind of celebration (or just a Tuesday!). Come find your new favorite way to unwind, hang out, and be you – no alcohol required. #MinusMoonshine #SoberCurious #BrooklynDrinks #InclusiveSipping #CommunityLove"
• •Website Homepage Banner: "Welcome to Minus Moonshine! We're your friendly Brooklyn-based haven for all things non-alcoholic. We only stock what we absolutely love, from craft NA beers to sophisticated spirit-free cocktails. Explore a world of flavor, minus the hangover. #DryDrinks #Potions #ShopSmallBK"
• •TikTok Video (Fast-paced montage of new arrivals with upbeat, quirky music): "NEW DROP ALERT! 🤯 Your tastebuds are NOT ready for these non-alc bangers. From fizzy fun to seriously smooth sips. Swing by our Prospect Heights or Greenpoint spot, or tap the link in bio to get yours shipped! 😉 #MinusTheHangover #NAWonderland #BrooklynVibes #SupportSmallBiz #WorthIt"
• •Facebook Event Promotion (For an in-store tasting): "Join us this Saturday at our [Prospect Heights/Greenpoint] shop for a taste of something amazing! We're pouring [Brand Name]'s latest non-alcoholic [Product Type] from 2-5 PM. It's a chance to chat, discover, and maybe find your new go-to. We're all about good drinks and good company. See you there? #CommunityFocused #NABeverages #BrooklynEvents #TasteWithoutTheWorry #MinusMoonshine"
• •Email Newsletter Snippet (Highlighting a founder's story/pick): "A Note from Aqxyl: This week, I'm reminded why we started Minus Moonshine. It was about creating a space where everyone feels welcome to explore incredible alcohol-free options – like the [Product Name] I can't get enough of right now. It’s [describe flavor/experience]. It’s just one of the many gems we’ve found on our journey, and we’re so happy to share them with you. Cheers to choices that feel good! #OurStory #FounderFave #AuthenticChoices #NACommunity"