Brand Tone

Passionate & Artisanal, Quality-Focused & Prestigious, Welcoming & Experiential (pre-controversy, and still attempted), Resilient & Forward-Looking (post-controversy), Direct & Unfiltered (attributed to Norman Hardie himself)

Brand Values

• •Terroir Expression
• •Quality & Excellence
• •Authenticity & Natural Approach
• •Craftsmanship
• •Hospitality & Community (historically promoted, now more complex)
• •Perseverance

Best Practices

• •Acknowledge the Terroir: Consistently weave in the unique aspects of Prince Edward County and Niagara's terroir (limestone, cool climate) as the foundation of the wine's quality and character. This reinforces authenticity.
• •Emphasize Low-Intervention & Quality: Highlight the "hands-off" winemaking philosophy and commitment to natural processes, linking it directly to the premium quality and distinctiveness of the wines.
• •Maintain a Passionate yet Refined Voice: Convey genuine enthusiasm for the craft of winemaking, the land, and the wines, while maintaining a level of sophistication that aligns with a premium product.
• •Focus on Current Achievements and Future: While the past is a part of the brand's story, current copywriting should primarily focus on present activities, new releases, positive accolades, and the ongoing dedication to winemaking. This projects forward momentum.
• •Be Mindful of Sensitivity (Implicitly): While not overtly addressing past controversies in marketing copy, ensure the overall tone remains respectful, professional, and focused on the positive aspects of the wine and the craft. The aim is to connect with consumers through the quality of the product and the passion for winemaking, allowing the wine to speak for itself.

Social Perception

Social perception of Norman Hardie Winery is complex and polarized: Wine Quality Enthusiasts, Awareness of Controversy, Divided Support, Winery Experience, Industry Impact, Resilience vs. Unresolved Issues

Copy Examples

• •Headline: The Essence of Prince Edward County. In Every Bottle. Body: Discover wines born from limestone-rich soils and cool lake breezes. Our low-intervention approach lets the unique character of each vintage shine through. Taste the story of our land.
• •Headline: Crafted with Passion. Acclaimed by Experts. Body: From our dedicated vineyard team to your table, every Norman Hardie wine is a testament to meticulous care and a deep love for winemaking. Experience the quality that graces Michelin Star lists worldwide.
• •Headline: Beyond the Vines: A Year in Prince Edward County. Body: Join us for our upcoming volunteer harvest and become part of our story. Or, simply unwind on our patio with a wood-fired pizza and a glass of your favourite vintage. New releases and seasonal flavours await. Check our website for what's new.
• •Headline: Unfiltered. Unfined. Unmistakably Norman Hardie. Body: We believe in letting the wine speak for itself. Minimal intervention in the cellar means maximum expression of fruit and terroir. Pure, vibrant, and alive – just as nature intended.
• •Headline: The Enduring Spirit of Cool Climate Wines. Body: For nearly two decades, we've been dedicated to crafting exceptional Pinot Noir, Chardonnay, and other cool-climate varietals. Each vintage reflects our commitment to the vineyard and the unique voice of our terroir. Explore our latest expressions.