Brand Tone

educational, sophisticated, and exclusive

Brand Values

• •Expertise and Education
• •Guaranteed Provenance
• •Curation and Quality
• •Personalization and Service
• •Passion for Hospitality

Best Practices

• •Always frame the narrative from the perspective of a sommelier. Use phrases like "Our sommeliers selected," "We recommend," and "From our expertise" to constantly reinforce the brand's core value.
• •Consistently mention the direct sourcing from wineries and the curated nature of the collection. This justifies the premium positioning and creates a sense of exclusivity.
• •Every piece of copy should offer a piece of knowledge—be it about a region, a grape, a tasting note, or a pairing suggestion. This provides value beyond the product itself and builds a long-term relationship with the customer.
• •Avoid casual slang. Employ specific, evocative wine terminology to describe products. The language should be as refined as the wines being sold, appealing to both connoisseurs and aspiring collectors.
• •Even while being sophisticated, the tone should feel like a personal consultation. Use "you" and "your" to speak directly to the customer's journey, preferences, and cellar goals, positioning the brand as their personal guide.

Social Perception

The brand's name and strategy tap into the perception that sommeliers are trusted guides in the wine world. Consumers rely on expert opinions, associating a sommelier's recommendation with quality and reliability. The name 'SOMM'S CHOICE' implies a pre-vetted, high-quality selection, leveraging trust in expert curation.

Copy Examples

• •Headline: Beyond the Bottle: A Curated Wine Journey Body: At SOMM'S CHOICE, we do more than sell wine. We offer our expertise. Each bottle is hand-selected by our team of sommeliers directly from the world's most revered wineries, guaranteeing provenance and quality. Begin your educational journey with us.
• •Headline: Your Personal Sommelier, Delivered Monthly. Body: Imagine the excitement of discovering wines perfectly tailored to your palate. Join our wine club and receive a monthly delivery curated by our experts, complete with tasting notes, food pairing suggestions, and the story behind each vintage. It's not just a subscription; it's the development of your personal cellar.
• •Headline: Founded on Expertise, Driven by Passion. Body: SOMM'S CHOICE was born from years spent leading wine programs in Sydney's top establishments. Our founder, Michael Skyllas, and his team of qualified sommeliers have built a unique offering based on a simple principle: guaranteed provenance is key. We source directly from the winery to your cellar, ensuring every bottle represents the pinnacle of its craft.
• •Subject: A New Selection from the Cellar: Iconic Producers, Exceptional Vintages. Body: This month, our sommeliers have secured a limited allocation from producers who are redefining excellence. Explore our latest arrivals—wines chosen to showcase the truest expression of their region and varietal. Discover your next favorite before it's gone.
• •Headline: A Masterclass in Terroir and Tradition. Body: This isn't merely a bottle of wine; it's a narrative of its origin. Sourced directly from the cellars of [Winery Name], this vintage was selected by our sommeliers for its exceptional structure and aging potential. Expect notes of [Flavor 1] and [Flavor 2], with a finish that speaks to its impeccable provenance. A cornerstone for any serious collector.