Brand Tone

Authoritative & Expert, Sophisticated & Refined, Appreciative & Passionate, Informative & Educational, Aspirational

Brand Values

• •Expertise & Knowledge
• •Quality & Craftsmanship
• •Discernment & Appreciation
• •Authority & Trust
• •Community & Culture

Best Practices

• •Prioritize Clarity and Precision: Use sophisticated but clear language. Avoid overly casual slang or jargon that doesn't align with an expert, educational voice. Define technical terms when necessary.
• •Emphasize Value and Expertise: Focus on what makes the products or content special – the knowledge behind them, the quality, the curated selection. Highlight the benefits for a discerning beer lover.
• •Maintain a Respectful and Appreciative Stance: Always speak about beer, brewers, and the community with respect. The tone should be one of admiration for the craft, not dismissive or overly critical (unless in a balanced, expert review).
• •Educate, Don't Just Sell: Frame product descriptions and promotional content as opportunities to share knowledge. Explain why a certain product is beneficial or what makes a particular beer style unique.
• •Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual presentation. High-quality, refined imagery should be paired with equally polished and sophisticated text. This is particularly important for platforms like Instagram and the website.

Social Perception

Respected Authority, Premium Brand, Resource for Serious Enthusiasts, Slightly Formal/Less Mainstream, Trustworthy Retailer

Copy Examples

• •Unlock the full aromatic potential of your favorite Stout. Our Spiegelau Stout Glass, designed in collaboration with master brewers, features a unique shape that accentuates roasted malt notes and velvety textures, delivering an unparalleled tasting experience. Elevate your ritual.
• •Delve into the nuanced world of barrel-aging. Our latest feature explores how distilleries and breweries are collaborating to create complex flavors that redefine beer. Discover the art and science behind these exceptional brews. Read more via the link in our bio. #CraftBeer #BarrelAged #BeerEducation #BeerConnoisseur
• •Inside: The World's Best IPAs & Essential Reading for the Discerning Drinker
• •Expand your brewing knowledge or explore the rich history of beer with our curated collection of essential texts. From in-depth brewing guides to captivating stories of beer culture, these books are indispensable for the true aficionado.
• •Advance your journey in beer with The Beer Connoisseur® Professional Beer Course. Master sensory analysis, understand global beer styles, and gain the expertise to confidently navigate the world of craft beer. Enroll today and transform your passion into proficiency.