Brand Tone

Knowledgeable & Expert, Approachable & Conversational, Curated & Discerning, Chic & Cool, Witty & Engaging

Brand Values

• •Quality & Curation: Offering a meticulously selected range of wines, from accessible to rare, with an emphasis on quality and interesting stories.
• •Education & Accessibility: Making wine knowledge approachable through expert advice, their journal, wine tracker, and subscription materials. They aim to deepen the conversation around wine.
• •Experience & Hospitality: Creating a welcoming environment both online and in their physical locations, aiming for a personalized neighborhood wine shop feel. Their locations are designed to be places to drop by and enjoy wine with or without food.
• •Authenticity & Storytelling: Highlighting the producers and the unique narratives behind each bottle.
• •Community & Connection: Fostering interaction and conversation around wine, whether through sommelier texts or the ambiance of their bars.

Best Practices

• •Speak Like an Expert, But Talk Like a Friend: Use knowledgeable language and specific tasting notes, but avoid overly technical jargon. The tone should feel like getting advice from a trusted, very savvy friend who happens to be a sommelier.
• •Focus on the Story, Not Just the Specs: Every wine has a narrative—the place, the producer, the vintage. Weave these stories into product descriptions and social media to make the wines more relatable and intriguing.
• •Embrace Understated Cool: The language should be confident and stylish, but never arrogant or exclusionary. Think effortlessly chic rather than showy. Reflect the vintage-inspired, comfortable, yet sophisticated aesthetic of the physical spaces.
• •Be Genuinely Enthusiastic & Passionate: Let the love for wine shine through. Use evocative and sensory language that conveys the pleasure of discovering and enjoying a great bottle.
• •Maintain a Consistent Voice Across All Channels: Whether it's an email newsletter, an Instagram caption, a product description, or the text on a menu, the core tone (knowledgeable, approachable, curated, chic, engaging) should be recognizable as distinctly Parcelle.

Social Perception

Trusted Source for Quality Wine, Expert & Educational, Stylish & Trendy, Personalized & Engaging, Premium (Potentially Pricey), Innovative

Copy Examples

• •This isn't just another Sauvignon Blanc. From a tiny, overlooked parcel in the Loire Valley, this gem sings with notes of white peach and a whisper of flint. Our sommeliers call it 'sunshine in a bottle.' Ready to brighten your evening? [Link]
• •Tired of the same old sips? Let our experts do the exploring. Each month, the Parcelle Wine Drop delivers three conversation-worthy bottles to your door – complete with the stories that make them special. Your next favorite wine is waiting. Discover it with us. [Link]
• •Ditch the decision fatigue. Swing by Parcelle [Chinatown/Greenwich Village] tonight. Our team's pouring some exceptional by-the-glass picks that are perfect for this [current weather/season]. Good wine, good company, no pretense. See you at the bar. #ParcelleWine #NYCWineBar #SommelierPicks
• •Unlock the Cellar: Rare Finds & Sommelier Secrets Inside - Ever wonder what a top sommelier drinks on their day off? We’re pulling back the curtain on a few exclusive, small-batch wines that rarely see the light of day. These are the bottles with stories, the ones that spark conversation and create memories. Limited availability – explore the selection before it’s gone. [Link]
• •More Than Just Grapes. Dive into our Journal and uncork the stories, regions, and makers behind every bottle. Learn with Parcelle, drink with confidence. [Link to Journal]