Brand Tone

Inclusive and Welcoming, Positive and Upbeat, Approachable and Friendly, Confident and Reassuring, Sophisticated yet Accessible

Brand Values

• •Inclusivity: Allowing everyone to be part of the moment and enjoy social rituals, regardless of their alcohol consumption.
• •Health and Wellness: Positioning its products as a way to enjoy the wine experience without the negative health impacts of alcohol, supporting health and productivity goals.
• •Quality and Craftsmanship: Emphasizing sourcing quality grapes from California and using traditional winemaking processes before de-alcoholization to maintain flavor and a premium taste experience.
• •Enjoyment and Celebration: Promoting the idea that life is the occasion and there's always a reason to celebrate, offering a way to do so without compromise.
• •Authenticity/Transparency: Aiming to be seen as a genuine alternative, not just grape juice, by explaining their de-alcoholization process and focusing on real grape wine.

Best Practices

• •Prioritize Inclusive Language: Always write as if everyone is invited to the conversation. Avoid jargon or exclusionary phrasing. Focus on shared experiences and feelings rather than assuming everyone drinks alcohol.
• •Emphasize Positive Outcomes: Frame the choice of non-alcoholic wine not as a lack, but as a gain – clearer mornings, better health, full presence in social moments. Focus on benefits like "enjoy the ritual," "stay sharp," "wake up refreshed."
• •Maintain an Approachable Sophistication: While the product is wine, the language should be welcoming and not overly technical or snobbish. Use clear, bright language. Think "elevated but easy-going."
• •Be Confident, Not Preachy: Show conviction in the quality and enjoyment of Surely wines. Present it as a positive choice, but avoid judgmental language about alcohol consumption. The message is about providing a great alternative.
• •Infuse with Joy and Celebration: Connect the brand with positive social experiences, relaxation, and the enjoyment of life's moments, big or small. Use vibrant verbs and optimistic phrasing.

Social Perception

Customers appreciate having a sophisticated non-alcoholic option that allows them to participate in social drinking occasions without alcohol and its effects. Many reviews highlight the benefit of enjoying wine without the hangover or negative health impacts. Generally perceived as a premium brand in the non-alcoholic space, focusing on real wine ingredients and processes.

Copy Examples

• •Headline (Website/Social): "Raise a Glass to Clearer Mornings. Your favorite wine ritual, reimagined. #DrinkSurely"
• •Social Media Post (Instagram): "Weekends are for winding down, not for missing out. ✨ Pop open a bottle of Surely Sparkling Rosé and cheers to moments that matter, hangover-free. Who’s joining us? #SurelyCheers #NonAlcoholic #WeekendVibes"
• •Product Description Snippet (Brut): "Crisp, bubbly, and always invited to the party. Our Non-Alcoholic Brut offers all the celebratory sparkle you love, with none of the alcohol. Made from premium California grapes, it’s wine, just a little bit smarter. 😉 #SurelySmartSip"
• •Email Subject Line: "Be the Host with the Most (Inclusive Options!) 🥂"
• •Ad Copy (Short): "Love Wine? Hate Hangovers? Surely is your answer. Real wine, zero alcohol, all the joy. Discover your new favorite at drinksurely.com. #SimplySurely"