Brand Tone

Approachable expertise, knowledgeable yet unpretentious, enthusiastic, educational, passionate, professional, warm, and personal.

Brand Values

• •Expertise & Passion
• •Curation & Quality
• •Authenticity & Storytelling
• •Sustainability
• •Personal Service

Best Practices

• •Always Write from a Place of Passion: Frame communications around the love for the craft. Use enthusiastic and evocative language when describing products, focusing on taste, origin, and the maker's story.
• •Lead with Expertise, not Elitism: Share knowledge in a welcoming and accessible way. Explain terms like "biodynamic" or "new wave" simply. The goal is to educate and empower the customer, not intimidate them.
• •Tell the "Why," Not Just the "What": Instead of just listing a new product, explain why it was chosen for the shop. What stood out about the producer? What makes its story or flavour profile special?
• •Embrace the Personal Story: Continue to leverage the founders' unique background. Use "we" and "I" to maintain a personal, human connection. Phrases like "We discovered this on a trip..." or "This reminds me of my time in..." reinforce the brand's authenticity.
• •Be a Guide, Not Just a Retailer: In all copy, position the brand as a helpful guide on a journey of discovery. Use questions and offer advice. This aligns with the praised in-store experience and builds a community around shared interest rather than just transactions.

Social Perception

Perceived as a high-quality, trustworthy, and expert source for unique wines; a valuable local independent business with a strong personal connection to its owners and fair pricing.

Copy Examples

• •From Chile, with love. ❤️ Meet the 2022 Novas Gran Reserva Pinot Noir. We know the Casablanca Valley like the back of our hand (it's where we first met!), and this bottle is a perfect taste of the region. It's organic, bursting with bright cherry notes, and made by the amazing team at Emiliana. It's the kind of wine that tells a story. Come grab a bottle and let us tell you more. #TheCellarhand #Bruton #OrganicWine #ChileanWine #PinotNoir
• •More Than a Wine Shop. It's a Vocation. Founded on years of experience in cellars around the globe, we bring you hand-picked wines from small producers with big stories. Discover your next favourite bottle, chosen by people who have dedicated their lives to it. Explore the Collection
• •Tired of the Same Old Supermarket Shelf?
• •Your Weekend Deserves a Better Bottle of Wine. At The Cellarhand, we believe great wine comes from passionate people, not big factories. As qualified winemakers, we personally select every bottle on our shelves from small, artisanal producers around the world. Find us in Bruton for a recommendation you can trust. The Cellarhand | Station Road, Bruton | thecellarhand.co.uk
• •What's the one wine that completely changed your perspective? For George, it was a Sauvignon Blanc back in New Zealand that started this whole journey! For Javiera, it was a Cabernet from home in Chile. We'd love to hear your story. 👇 #WineStories #GoodWine #IndependentWineShop #Somerset