Brand Tone

educational, sophisticated, and passionate

Brand Values

• •Discovery and Curation
• •Quality and Expertise
• •Experience over Product
• •Accessibility

Best Practices

• •Lead with Education and Discovery: Always frame the conversation around learning and exploration. Instead of just saying "Buy this wine," explain why it's special, where it comes from, and what makes the winemaker unique.
• •Maintain a Sophisticated but Welcoming Vocabulary: Use evocative and precise language (e.g., "terroir," "cépage," "vinification") but ensure the context makes it understandable. Pair sophisticated terms with passionate and inviting phrases like "taste journey" or "discover the story" to avoid sounding elitist.
• •Emphasize the Human Element: Tell the stories of the "vignerons." The brand's focus on lesser-known producers is a major strength. Use copy to build a connection between the customer and the person who made their wine.
• •Focus on the "Why," Not Just the "What": The "what" is two bottles of wine. The "why" is the experience of discovery, the expertise of the sommeliers, and the pleasure of enjoying something unique. The copy should always sell the "why."
• •Structure Content Around Tiers of Knowledge: Mirror the "Petite, Moyenne, Grande Vigne" structure in your communications. Create some content that is perfect for beginners (e.g., "What is Malolactic Fermentation?"), some for intermediate connoisseurs (e.g., "Comparing Old World vs. New World Syrah"), and some for experts (e.g., "A Deep Dive into Premier Cru Vineyards"). This reinforces the brand's role as a guide for every stage of the wine journey.

Social Perception

The brand has a limited but positive online footprint. For customers who have interacted with the brand, the perception is one of high quality, professionalism, and an enjoyable experience, aligning with the values projected on their website.

Copy Examples

• •Your journey into undiscovered wines starts here.
• •For the Refined Palate. Two exceptional wines, curated by our sommeliers, delivered to your door monthly. Elevate your collection.
• •This month, our subscribers are exploring the hidden gems of the Loire Valley. Our expert sommeliers have selected a vibrant Sauvignon Blanc and an elegant Cabernet Franc from a family-run estate that truly deserves the spotlight. Ready to discover with us? #PremiereVigne #WineDiscovery #FrenchWine #SommelierSelection #VigneronsDeTalent
• •Discover unique wines from talented, small-batch winemakers. Selected by sommeliers. Delivered monthly.
• •More than just a tasting note. Your monthly gazette is your guide to the wider world of wine. From deep dives into iconic terroirs to interviews with the vignerons behind your bottles, it 's your front-row seat to the art of winemaking.