Brand Tone

authentic, premium, and revitalized

Brand Values

• •Quality and Craftsmanship
• •New Zealand Heritage
• •Resilience and Renewal
• •Connection and Community

Best Practices

• •Embrace the Heritage, Not the History: Focus content on the positive aspects of Moa's origin Pthe Marlborough location, the founder's winemaking background, and the quality of local ingredients. Acknowledge the past only in the context of renewal and positive change.
• •Let the Product Speak: Center the narrative around the beer. Use descriptive, sensory language to highlight the unique flavors, aromas, and craftsmanship. Reviews show customers respond positively to the beer's quality.
• •Be Inclusively Premium: Position the brand as high-quality and desirable without being exclusive or alienating. The tone should be confident but humble, welcoming all discerning beer drinkers. Avoid the "affluent men" targeting of the past.
• •Show, Don't Just Tell: Use visuals of the New Zealand landscape, the brewery, and the team to reinforce authenticity. Behind-the-scenes content can build trust and connect with the audience on a more personal level.
• •Maintain a Consistent Narrative of Renewal: All communications should align with the story of a brand reborn. Highlight new partnerships, new products, and positive growth to continually reinforce the new direction and build a fresh reputation.

Social Perception

Divided and evolving. There is a lingering negative perception among some consumers and industry insiders due to past controversial, often sexist marketing, which created a reputation for arrogance. However, under new ownership, there is a recognized positive shift, with efforts to rehabilitate the brand's image by focusing on product quality and strategic partnerships, actively rebuilding market confidence.

Copy Examples

• •From the world's most southern hops to your glass. Our Southern Alps Ultra Low Carb Lager is a taste of New Zealand's pristine landscape. Crisp, clean, and crafted without compromise. #MoaBeer #SouthernAlps #NZCraftBeer
• •We've had a journey. Founded in the heart of Marlborough, our passion for brewing has never wavered. Today, we're focused on what truly matters: crafting exceptional beer that reflects our unique corner of the world. It's a new day for Moa, and we invite you to be part of it.
• •Introducing the Moa 0% Series. All the award-winning flavour from our Marlborough brewery, for any occasion. Because great taste knows no limits. #MoaBeer #AlcoholFree
• •Proudly pouring at One NZ Stadium. We e honoured to partner with Venues Ōtautahi to bring our Marlborough-brewed beer to every event. Cheers to the local community! #MoaInTheWild #Christchurch
• •It all comes down to the details. Our brewing team, led by decades of experience, ensures every batch meets our exacting standards. This is craft. This is Moa. #BrewersLife #MarlboroughNZ