Brand Tone

Value-driven and Transparent, Passionate and Relatable, Smart and Efficient

Brand Values

• •Accessibility
• •Quality Curation
• •Community
• •Customer Convenience

Best Practices

• •Lead with Value: Always start with the core message: quality wine at a better price. Use numbers and direct comparisons (e.g., "up to 50% off," "Vivino-rated 4.0+") to make the value proposition concrete.
• •Tell the Curation Story: Emphasize that the wines are hand-picked from renowned regions. This reinforces quality and builds trust, showing it's not just about discounting random wines.
• •Explain the "How": Briefly and clearly explain the pre-order or direct import model. This transparency builds credibility and justifies the affordable prices, positioning the customer as a savvy insider.
• •Build Community in Your Copy: Use inclusive language like "Join our community," "fellow wine lovers," and "our Wine Club." This fosters a sense of belonging and encourages loyalty beyond just transactional purchases.
• •Maintain a Confident, Relatable Voice: Write with the confidence of an expert but the friendliness of a fellow enthusiast. Avoid overly technical jargon and speak directly to the customer's desire for a great experience without the pretension or excessive cost.

Social Perception

Trusted Specialist, Smart Choice, Limited Mainstream Visibility

Copy Examples

• •Top-Rated European Wines, Up to 50% Off Retail. Welcome to the smarter way to buy wine in Singapore.
• •Unlock the Cellar: New Châteauneuf-du-Pape Pre-Order Inside.
• •This iconic Amarone is a customer favorite for a reason. Rich, smooth, and rated 4.4 on Vivino—at a price you won't find anywhere else in Singapore. Pre-order now and taste the value.
• •We are a group of passionate wine lovers who asked a simple question: why is great wine so expensive in Singapore? Red Dot Wine is our answer. By connecting directly with European wineries and using a pre-order model, we deliver exceptional wines to your door, without the exceptional price tag.
• •Settle into Singapore without settling for overpriced wine. Red Dot Wine offers a curated selection of Europe's best, delivered to your door for up to 50% less. Discover your new favorite bottle today.