Brand Tone

Authentic & Traditional, Friendly & Approachable, Passionate & Proud, Adventurous & Outdoorsy, Straightforward & Unpretentious

Brand Values

• •Heritage & Tradition
• •Independence
• •Quality
• •Authenticity (The "Canada-Feeling")
• •Customer Satisfaction
• •Resilience & Perseverance

Best Practices

• •Embrace the Heritage: Consistently weave in the founding year (1867) and the status as Canada's oldest independent brewery. This reinforces authenticity and tradition.
• •Speak "Canadian German": While writing in German, subtly infuse the copy with the spirit of Canada – allusions to nature, adventure, and the friendly, unpretentious Canadian character. Use phrases like "Kanada-Feeling" or "ein Stück Kanada."
• •Prioritize Authenticity and Quality: Always highlight the use of Canadian ingredients, pure water, and the direct import from Canada. This justifies the premium nature of the product.
• •Maintain a Friendly, Engaging Voice: Whether on social media, email, or the website, keep the tone approachable and welcoming. Respond to comments and reviews in a personable manner.
• •Visual-Verbal Cohesion: Ensure that the copy complements the visuals. If an image evokes the Canadian wilderness, the copy should reinforce that sense of adventure, nature, or escape. Similarly, product shots should be accompanied by copy that speaks to taste, quality, and brewing tradition.

Social Perception

Positive Association with Canada, High-Quality Import, Reliable E-commerce Experience, Nostalgic/Special Treat, Good Value for a Premium Product, Refreshing and Easy-Drinking

Copy Examples

• •Instagram/Facebook Post (Image: Moosehead Lager by a lake/forest): Kanada. In jeder Flasche. Seit 1867 brauen wir Moosehead mit Leidenschaft und dem reinen Wasser Kanadas. Hol dir jetzt dein Stück Wildnis nach Hause. Prost! #MooseheadDeutschland #KanadaBier #Tradition #UnabhängigSeit1867 #Bierliebe (Translation: Canada. In every bottle. Since 1867, we've brewed Moosehead with passion and pure Canadian water. Get your piece of wilderness home now. Cheers!)
• •Website Banner (Highlighting a new arrival/seasonal beer): Neu von Kanadas ältester unabhängiger Brauerei: Unser [Seasonal Beer Name]! Entdecke den authentischen Geschmack – direkt aus Kanada zu dir. Nur für kurze Zeit! [Link to Product] (Translation: New from Canada's oldest independent brewery: Our [Seasonal Beer Name]! Discover the authentic taste – direct from Canada to you. Only for a limited time!)
• •Email Newsletter Snippet (Focus on heritage): Mehr als nur Bier – eine Tradition. Moosehead steht seit 1867 für unabhängige Braukunst. Erfahre mehr über unsere Geschichte und schmecke den Unterschied, den Generationen von Braumeistern geschaffen haben. Dein nächstes kanadisches Abenteuer wartet. (Translation: More than just beer – a tradition. Moosehead has stood for independent brewing since 1867. Learn more about our history and taste the difference that generations of master brewers have created. Your next Canadian adventure awaits.)
• •Facebook Ad (Targeting outdoor enthusiasts/travel lovers): Sehnsucht nach Kanada? Das Moosehead Gefühl gibt's auch hier! Perfekt für dein nächstes Abenteuer oder einen entspannten Abend mit Freunden. Bestelle jetzt online – schnell & zuverlässig. #MooseheadBier #Fernweh #CanadianBeer #Abenteuer (Translation: Longing for Canada? The Moosehead feeling is available here too! Perfect for your next adventure or a relaxed evening with friends. Order online now – fast & reliable.)
• •Product Page Description (for Moosehead Lager): Der Klassiker aus Kanada: Moosehead Lager. Gebraut mit bestem kanadischen Malz und frischem Quellwasser aus dem Spruce Lake. Ein erfrischend mildes Lagerbier mit einer feinen Balance aus Malzsüße und dezenter Hopfennote. Über 150 Jahre Brautradition in jeder Flasche. Entdecke den preisgekrönten Geschmack von Kanadas Premiumbier. Ideal zu Gegrilltem, oder einfach pur genießen. (Translation: The classic from Canada: Moosehead Lager. Brewed with the best Canadian malt and fresh spring water from Spruce Lake. A refreshingly mild lager with a fine balance of malt sweetness and subtle hop notes. Over 150 years of brewing tradition in every bottle. Discover the award-winning taste of Canada's premium beer. Ideal with grilled food, or simply enjoyed neat.)