Brand Tone

Passionate and Enthusiastic, Personal and Approachable, Knowledgeable and Educative, Down-to-Earth and Authentic, Value-Oriented, Slightly Maverick/Challenger

Brand Values

• •Quality and Value
• •Discovery and Curation
• •Customer Focus and Service
• •Passion for Whisky
• •Community and Social Responsibility
• •Authenticity and Transparency
• •Education

Best Practices

• •Maintain the Founder's Voice (Kris): Continue using a personal, candid, and enthusiastic tone. First-person narratives ("I," "we") from Kris, or attributed to him, will reinforce authenticity and approachability.
• •Tell the Story Behind the Bottle: Don't just list products. Share details about the distillery, the bottler, why it's unique, or a personal tasting note. This aligns with the values of discovery and education.
• •Emphasize Value and Quality, Not Just Price: Focus on the "great taste" and "no 'heart-pain' when you crack it open" aspect. Position unique finds as smart choices over mass-market brands.
• •Foster Community and Interaction: Encourage feedback, use engaging questions in social media, and promote the Telegram community. Make customers feel like part of an inner circle of whisky lovers.
• •Be Consistent with "Drink For Good": Regularly and naturally weave in mentions of the charitable initiative. It’s a strong differentiator and reinforces the brand's community values.

Social Perception

Customers and industry watchers perceive 3MK as a specialized whisky delivery service that offers a unique and curated selection, particularly of independent and niche brands. There's an appreciation for the personal touch and expertise, often directly associated with the founder, Kris. The brand is seen as offering good value, quality products, and reliable delivery. The "Drink For Good" initiative is a positively noted aspect, adding a layer of social consciousness. Overall, it seems to be perceived as a passionate, founder-led small business that genuinely cares about its products and customers, rather than a large, impersonal corporation.

Copy Examples

• •Instagram Post (Image: A unique indie whisky bottle): "Beyond the big names lies a world of incredible flavour. ✨ Kris here, and this week I'm buzzing about [Distillery/Bottler Name]! Seriously, the quality they're putting out is a game-changer. No 'heart-pain' prices, just pure, delicious whisky. Ready to explore? Link in bio! #3MKdiscoveries #SingaporeWhisky #IndieWhisky #ValueAndTaste"
• •Facebook Ad (Targeting whisky enthusiasts): "Tired of the same old dram? So were we! That's why 3 Musketeers scours the globe for those hidden gem whiskies that deliver big on character without the hefty price tag. From Islay peat monsters to elegant Speysides you've never heard of – let us introduce you to your next favourite. Plus, every sip supports our 'Drink For Good' mission! Shop now: [link] #SupportSmallSG #WhiskyAdventure #3MKsg"
• •Website Blog Teaser: "Ever wondered what makes an independent bottling so special? We're pulling back the curtain on the art of flavour-seeking bottlers and why they're a must-try for any true whisky lover. Dive in and discover why we're 'Proud to be seeking for difference'! Read more on the 3MK Blog... [link] #WhiskyEducation #IndependentBottlers #TasteTheDifference"
• •Telegram Announcement: "Hey 3MK friends! 👋 Just landed: a tiny batch of [Rare/Limited Whisky Name]. This one's a personal pick – absolutely stunning stuff. Won't last long! DM us here to snag yours before it hits the main site. Cheers to good whisky! 🥃 #3MKexclusives #WhiskyDrop #GetItWhileYouCan"
• •Email Newsletter Snippet (from Kris): "It's Kris from 3MK. Hope you're having a great week! I wanted to personally thank you for being part of our journey. It started with a crazy dream and a lot of hard work (and flip-flops!), and it's your support that keeps us hunting for those amazing, value-packed whiskies. Got feedback or a whisky you think we should check out? Hit reply – I read every email! Check out this week's top finds: [link] #FounderFuelled #WhiskyCommunity #ThanksForYourSupport"