Tono de Marca

knowledgeable, approachable, and community-focused

Valores de Marca

• •Expertise & Education
• •Accessibility & Inclusivity
• •Community & Connection
• •Curation & Quality
• •Experience

Mejores Prácticas

• •Lead with Education: Always aim to teach something, anchoring copy in knowledge about grapes, pairings, or producers.
• •Use Approachable Language: Avoid jargon unless explained, using words like 'neighborhood,' 'discover,' and 'journey' to create a welcoming feel and juxtapose sophisticated concepts with everyday pleasures.
• •Tell the Story: Share narratives behind each wine—its place, people, and process—to build connection beyond simple tasting notes.
• •Emphasize Community: Use inclusive language like 'join us' and 'our club,' framing events and offerings as opportunities to connect with fellow wine lovers.
• •Maintain a Consistent Persona: Ensure the voice is always that of a passionate, knowledgeable friend excited to share discoveries, whether in a blog, social post, or event description.

Percepción Social

Very positively. Customers view Must and Lees as a valuable local asset, a great place to buy unique wines, and a fun, educational venue, praising knowledgeable staff and innovative events.

Ejemplos de Copy

• •Forget everything you thought you knew about Chardonnay. Our new arrival from a small-batch vineyard in Burgundy is all steel, stone, and green apple—no butter bombs here. It’s the perfect partner for that Tuesday roasted chicken you were planning. Swipe to see the vineyard and grab a bottle online or in-store. #ChardonnayReimagined #MustAndLees #WineDiscovery
• •Ever wondered why you love certain wines and not others? It's time to find out. Our next WSET Level 1 course is designed for the curious. No snobbery, just sips and science. We have a few spots left for our upcoming session. Join us and turn your love of wine into a real passion. Book your spot today!
• •Become more than a customer. Become a member of the Clubhouse. Enjoy exclusive discounts, first dibs on all our events, and a place to store your favorite bottles in our EuroCave. Join the Must & Lees family today.
• •Your Friday night just got an upgrade. Join our 'Fried Chicken & Champagne' tasting event at our Fitzrovia bar. It's the high-low combo you never knew you needed. Crispy, salty, bubbly, and brilliant. Limited tickets available—tag your tasting partner and book now!
• •The 'Weekend Explorer' Case: We've curated this case for the adventurous palate. Inside, you'll find six bottles that take you on a journey—from a zesty Sauvignon Blanc from the Loire Valley to a bold, spicy Malbec from a high-altitude Argentinian vineyard. It's your weekend trip, bottled. Perfect for sharing, or for a very good weekend in.