Brand Tone

Knowledgeable & Passionate, Friendly & Approachable, Community-Focused & Local, Value-Oriented (with a premium selection), Traditional & Established

Brand Values

• •Customer Service Excellence: Prioritizing helpful, knowledgeable, and friendly service.
• •Comprehensive Selection & Quality: Offering a wide variety of common and rare alcoholic beverages.
• •Community Connection: Being a long-standing local business that engages with its community (e.g., through in-store events).
• •Value & Fair Pricing: Providing everyday discounted prices and special deals.
• •Expertise & Discovery: Helping customers find what they need and explore new products.

Best Practices

• •Emphasize Local Roots & Community: Regularly mention Fort Collins, Northern Colorado, and being a long-standing local business. This reinforces connection and trust.
• •Showcase Expertise without Being Pretentious: Share knowledge about products (tasting notes, pairings, origins) in an accessible and enthusiastic way. Avoid overly technical jargon unless explaining it clearly.
• •Maintain a Friendly and Approachable Voice: Use welcoming language. Address customers directly (e.g., "your," "you"). Respond to social media comments in a personable manner.
• •Balance Value and Quality Messaging: Highlight both the "everyday discounted pricing" and the "vast selection" that includes premium and rare items. Use phrases like "great value," "quality selection," and "expert picks."
• •Keep it Authentic and Traditional: Reflect the "working man's liquor store" and "gem" perception. The copy should feel genuine and down-to-earth, avoiding overly slick or corporate language. Focus on the in-store experience and product quality.

Social Perception

Trusted Local Retailer, Go-To for Beer Enthusiasts, Good, but Potentially Pricey, Helpful and Welcoming, A Traditional Store with a Strong Local Following

Copy Examples

• •Headline (Website/Social Media for a rare beer): "Unlock the Vault: Fresh drop of [Rare Beer Name] just landed at SML Uncorked. Our experts call it [brief, enticing description]. Get yours before it's history – your Fort Collins source for the extraordinary since '76!"
• •Instagram Post (New Wine Arrival): "Sip, sip, hooray! 🍷 Our shelves just got a little brighter with [Wine Name] from [Region/Winery]. Perfect for [occasion/pairing suggestion]. Swing by SML Uncorked – your friendly neighborhood guides to great taste. #FortCollinsWine #ShopLocal #SMLUncorked"
• •Facebook Event Promotion (In-Store Tasting): "Taste the craft! Join us this Saturday from [Time] for a free [Brand/Type] tasting. Meet the makers (or our in-house gurus!), discover new favorites, and enjoy special event-only prices. At Supermarket Liquors, we're more than just a store – we're your local hub for all things delicious. See you there! #FortCollinsEvents #CraftBeer #WineTasting #SMLUncorked"
• •Twitter Post (Weekly Special): "Your week just got better! Score [Discount Percentage/Price] off all [Product Category/Brand] this week at SML Uncorked. Quality sips at prices that make you smile. Serving Northern Colorado great value for over 40 years! #FocoDeals #LiquorStore #DrinkSpecials"
• •Website 'About Us' Snippet: "For over 45 years, Supermarket Liquors (SML Uncorked) has been Fort Collins' trusted partner for every celebration, quiet evening, and discovery of a new favorite drink. Our knowledgeable team is passionate about helping you navigate our vast selection, from local brews to international wines and spirits. We're proud to be your local, family-owned liquor store, committed to great service and fair prices, every day."