Brand Tone

Sophisticated & Elegant, Respectful & Reverent (towards nature/terroir), Passionate & Artisanal, Authentic & Transparent, Quietly Confident

Brand Values

• •Guardianship of the Land/Terroir
• •Biodynamic & Organic Viticulture
• •Minimal Intervention Winemaking
• •Quest for Purity & Authenticity
• •Excellence & Quality
• •Legacy & Continuity
• •Innovation rooted in Tradition

Best Practices

• •Emphasize "Place" and "Terroir": Always link the wines back to their specific vineyard origins (Waikari, Manata, North Canterbury, Central Otago) and the unique soil composition (limestone, clay). Use descriptive language that evokes the natural environment.
• •Highlight Biodynamic/Natural Principles Subtly: Weave in terms like "biodynamic," "natural yeasts," "minimal intervention," "holistic farming" as integral to the process, not just buzzwords. The focus should be on the outcome – the wine's purity and expressiveness.
• •Use Evocative and Sensory Language: Describe the wines with terms that suggest elegance, complexity, texture, and connection to nature (e.g., "minerality," "vitality," "ethereal," "savoury," "energy").
• •Maintain a Tone of Respectful Expertise: The copy should convey deep knowledge and passion without being arrogant or overly technical for a general audience. It’s about sharing the beauty and intricacy of the wines.
• •Visual Storytelling Alignment: Ensure that the copy complements the high-quality, natural, and often artistic imagery used on the website and social media. The words should enhance the visual narrative of a brand deeply connected to its environment and the art of winemaking.

Social Perception

Highly Respected & Prestigious, Pioneering & Distinctive, Terroir-Focused, Natural & "Pure", Expensive but Worth It, Cult Following

Copy Examples

• •Pyramid Valley: Where Limestone, Sky, and Vine Converge. Body: Discover wines born from unique biodynamic terroirs, each bottle a testament to nature's artistry and our patient hand. Experience the soul of North Canterbury.
• •The Essence of Place, Bottled. Body: Our Botanicals Collection is an intimate expression of specific parcels of land, each named for the wild flora that thrives alongside our vines. Taste the singular voice of Pyramid Valley.
• •Crafted by Nature, Guided by Hand. Body: We follow the rhythms of the cosmos and the wisdom of the soil. Minimal intervention in the cellar allows the true character of our biodynamically grown grapes to shine.
• •More Than Wine, It's a Connection. Body: From the ancient soils of our Waikari and Manata Estates to your glass, Pyramid Valley wines embody a deep respect for the land and a pursuit of unparalleled purity.
• •Unveiling the Luminosity of New Zealand Pinot Noir and Chardonnay. Body: Experience the profound elegance and intensity of Pyramid Valley. Wines meticulously crafted to reflect the unique energy and vitality of their cool-climate, limestone-rich origins.