Brand Tone

Friendly, Welcoming, and Unpretentious. The brand speaks to customers like a knowledgeable neighbor, making the world of niche wines and craft beers feel accessible and fun.

Brand Values

• •Community
• •Accessibility
• •Curation and Quality
• •Education and Experience

Best Practices

• •Be the Knowledgeable Neighbor: Write copy as if you are offering a friendly tip to a neighbor over the fence. Use inclusive language like "we," "you," and "us."
• •Embrace Casual Language: Incorporate phrases from the brand's lexicon like "Mosey on in," "gems," and "swing by" to maintain a relaxed and welcoming feel. Avoid overly technical or corporate jargon.
• •Tell the Story: Focus on the "why" behind each product. Share details about the small family farms, sustainable practices, and the craft that goes into each bottle. This reinforces the value of curation.
• •Champion the Community: Continuously reference local events, community partners, and the shared experience of gathering at the shop.
• •Guide, Don't Intimidate: Frame all communication as an invitation to discover something new. The goal is to make wine and beer "easy and fun," helping customers walk away with something they will love regardless of their expertise.

Social Perception

The public perceives The Local as a vital community asset and a destination for quality beverages; a community and business hub where people socialize and learn. Staff are seen as knowledgeable and welcoming, fulfilling a social purpose beyond simple retail.

Copy Examples

• •Big news for fans of big flavor! The legendary ‘Dead Guy Ale’ from Rogue just landed on our shelves. Perfect for a crisp autumn evening. Mosey on in and grab some before it's gone!
• •It's Friday, and you know what that means! Join the crowd at The Local from 4:30-6:30pm for our free weekly tasting. This week, we're pouring a stunning Pinot Grigio that tastes like sunshine in a bottle. No pretension, just good wine and good company.
• •Porch Drinks season is here! From crisp rosés to refreshing ciders, we've curated the perfect sips for warm afternoons. Swing by and let us help you find your new favorite.
• •Gems just in, a tasting to plan for, and stories from the vineyard...
• •Forget everything you think you know about Pinot Grigio. This bottle from Vignai da Duline is a game-changer. Sourced from a small family farm in Italy, it's crisp, vibrant, and full of character. We love it with grilled fish or just sipping on the porch. A true staff favorite!