Brand Tone

Knowledgeable & Expert, Curated & Discerning, Approachable & Unpretentious, Passionate, Personal & Service-Oriented, Sleek & Focused

Brand Values

• •Quality & Excellence
• •Curation
• •Customer-Centricity & Service
• •Knowledge & Expertise
• •Discovery & Exploration
• •Integrity & Authenticity

Best Practices

• •Lead with Expertise, but Keep it Accessible
• •Emphasize Curation and Storytelling
• •Maintain a Welcoming and Friendly Voice
• •Be Authentic and Transparent
• •Focus on the Customer's Experience and Palate

Social Perception

Highly Respected & Trusted, Source for Quality & Unique Wines, Knowledgeable & Unintimidating Resource, Destination Shop, Modern & Well-Organized

Copy Examples

• •Headline: Beyond the Label: Discover Your Next Favorite Wine. Body: At Perman Wine, we don't just sell bottles; we share stories. Our expert team, led by former Alinea sommelier Craig Perman, hand-selects each wine, focusing on exceptional quality and unique character from independent producers worldwide. Let us be your personal wine guide. No pretension, just passion.
• •Social Media Post (Image: A curated selection of unique bottles): Text: Tired of the same old sips? Life's too short for average wine. We travel the globe (so you don't have to!) to bring Chicago the most exciting, handcrafted wines from producers who inspire us. Stop by our Near North shop and let's find something you'll love. #PermanWine #ChicagoWine #CuratedSelection #DrinkBetter
• •Newsletter Snippet (Highlighting a specific, lesser-known wine): Subject: This Week's Hidden Gem: [Wine Name] from [Region] Body: Craig's Pick: I was blown away by the [describe unique characteristic] of this [Grape Varietal] from a small, family-run estate in [Region]. It's a perfect example of why we believe in exploring beyond the familiar. Expect [flavor notes] – ideal for [pairing suggestion]. Limited availability. Shop now or visit us for a taste of something truly special.
• •Website About Us Excerpt: More than a wine shop, Perman Wine is your trusted partner in discovery. With over 30 years of collective experience tasting and selecting, we're here to demystify the world of wine. Our promise? Great service, fair prices, and a no nonsense approach to helping you find wines you’ll genuinely enjoy.
• •Event Promotion (e.g., for a tasting): Headline: Taste the Extraordinary: An Evening with [Guest Winemaker/Region Focus]. Body: Join Craig Perman and our passionate team as we explore [details of the event]. We believe wine is about connection – to the place, the maker, and the moment. Experience a handpicked selection and hear the stories behind the sips in our welcoming Near North space. Limited spots available for this curated journey.