Brand Tone

Expert & Passionate, Personal & Intimate, Confident & Quality-Focused

Brand Values

• •Experience & Legacy
• •Curation & Selection
• •Quality & Authenticity
• •Sharing & Community

Best Practices

• •Lead with the Founder's Story: Always connect the brand back to the 40 years of experience. This is the strongest differentiator. Phrases like "From our founder's personal cellar to yours" or "Backed by 40 years of passion" reinforce credibility.
• •Emphasize "Curated" and "Hand-Picked": Use language that highlights the selective nature of the collection. Avoid generic terms like "wide variety." Instead, use "a curated selection," "hand-picked," or "personally chosen" to maintain the boutique feel.
• •Use a Personal, Confident Tone: Write as "Mr. Hugh" would speak—with warmth, authority, and a clear passion for wine. Use "I" and "my" in storytelling contexts (like the 'About Us' page) to maintain the personal connection.
• •Show, Don't Just Tell, Quality: Leverage the awards and positive reviews in marketing copy. Instead of just saying "high-quality wine," say "An award-winning Pinot Noir, celebrated by The Real Review" or "Discover the Chardonnay that earned us a Top Winery of 2024 spot."
• •Focus on the "Why"—Sharing with Family and Friends: Frame the ultimate purpose of the wine as an enhancement to social connection. This "why" is more compelling than the "what" (the wine itself). Use phrases like "A wine made for sharing," "The perfect bottle to open with friends," or "From our family to yours."

Social Perception

Respected & Award-Winning, Boutique & Niche, Trusted Source

Copy Examples

• •40 Years of Passion in Every Bottle. I’m Mr Hugh. After four decades of exploring the world's finest vineyards, I now share my personal favorites with you. These are the small-batch Australian wines I drink with my own family and friends. Experience a hand-picked collection built on a lifetime of expertise.
• •The Heart of the Peninsula, Curated for You. This isn't just another Pinot Noir. It's a personal selection from a vineyard I've admired for years. With the delicate complexity the Mornington Peninsula is celebrated for, this wine is a testament to what happens when you let the terroir speak for itself. A bottle we're proud to put our name on.
• •More Than a Brand, It's a Legacy. Mr Hugh Wine wasn't born in a boardroom. It was born from a 40-year journey through cellars and vineyards across the globe. Our philosophy is simple: find the most exceptional small-batch wines Australia has to offer and bring them to your table. It’s a promise of quality, backed by a lifetime of passion.
• •We're Honored. The Real Review Named Us a Top Winery of 2024. For us, it has always been about the wine. The quality, the character, the story in every glass. We're thrilled to announce that The Real Review has recognized this dedication, naming Mr Hugh Wine one of their Top Wineries of Australia for 2024. This award isn't just for us; it's for every wine lover who trusts in our hand-picked selection. Join us in celebrating.
• •Recommended by Mr. Hugh. With 40 years of experience, Mr. Hugh selects only small-batch wines he'd serve to his own family. Expect ultimate quality and authentic Australian character. An award-winning choice for any occasion.