Brand Tone

Approachable, enthusiastic, and educational

Brand Values

• •Accessibility and Inclusivity
• •Education
• •Quality and Curation
• •Community and Connection
• •Australian Heritage and Independence
• •Customer Experience

Best Practices

• •Know Your Audience, Speak Their Language: Tailor your language to be understood and appreciated by both wine novices and enthusiasts. Avoid overly exclusive or intimidating terminology unless providing clear explanations.
• •Emphasize Discovery and Education: Frame wine buying as an exciting journey of learning and tasting. Use copy to share interesting facts, pairing suggestions, and the stories behind the wines.
• •Maintain a Friendly and Approachable Demeanor: Even when discussing complex wines, keep the tone welcoming. Use contractions and a conversational style where appropriate.
• •Highlight Passion and Enthusiasm: Let your love for wine shine through in your words. Use enthusiastic and positive language to convey the joy of wine.
• •Be Authentically Australian (where relevant): Subtly weave in the brand's Australian roots and independent spirit, fostering a sense of trust and local connection.

Social Perception

Generally positive, customers appreciate the wide selection, the quality of the wines, the convenience of delivery, the educational aspect and engaging (especially on TikTok). The brand comes across as knowledgeable and genuinely passionate about wine.

Copy Examples

• •Headline: Unlock a World of Flavour. Your Wine Journey Starts Here. Body: New to wine or a seasoned sipper? At The Wine Collective, we believe great wine is for everyone. Explore handpicked bottles, discover hidden gems, and learn a little something along the way. Let's find your next favourite. Call to Action: Explore Our Collections
• •Headline: Sip, Learn, Love. We're More Than Just Wine. Body: Ever wondered what makes a Shiraz bold or a Sauvignon Blanc zesty? Our expert team and friendly resources are here to guide you. Dive into tasting notes, food pairings, and the stories behind the bottle. No snobbery, just pure enjoyment. Call to Action: Meet Your Personal Wine Advisor
• •Headline: Aussie Owned, Globally Inspired, Delivered to Your Door. Body: From iconic Australian vineyards to exciting international finds, The Wine Collective brings you a curated selection chosen with passion and expertise. Proudly independent since 1946, we’re dedicated to helping you discover exceptional wines. Call to Action: Shop New Arrivals
• •Social Media Post (Instagram/Facebook): Image: A vibrant flat lay of a wine bottle, cheese, and fruits. Caption: Weekend plans? We've got you covered! 😉 Our latest curated pack is perfect for sharing (or not!). Discover new tastes and create unforgettable moments. What are you pouring this weekend? #TheWineCollective #AussieWine #WineLovers #WeekendVibes #SipSipHooray Call to Action: Link in bio to shop!
• •TikTok Video Idea: Concept: A short, snappy video with upbeat music. A staff member excitedly unboxes a new wine, quickly highlighting 2-3 interesting facts (e.g., "From a small family vineyard!", "Pairs amazingly with Tuesday night tacos!"). Text Overlay: "New Wine Alert! 🍇✨ #WineTok #TheWineCollectiveAU #UnboxWithUs #WineTime" Voiceover/Sound: Enthusiastic, friendly, and fun.