Brand Tone

Knowledgeable & Appreciative, Accessible & Inclusive, Sophisticated yet Friendly, Passionate

Brand Values

• •Quality
• •Access
• •Knowledge
• •Inclusivity
• •Experience

Best Practices

• •Embrace "Accessible Expertise": Write with authority and knowledge, but always explain potentially complex wine terms or concepts in a clear, understandable, and engaging way. Avoid jargon that could alienate newcomers.
• •Prioritize Inclusivity in Language: Use welcoming and open language. Frame wine as an enjoyable journey of discovery for everyone, regardless of their current knowledge level. Actively work against any perception of elitism.
• •Tell the Story: Go beyond just describing the wine. Share the stories of the winemakers, the vineyards, the regions, and the passion behind the product. This builds connection and makes the wine more relatable.
• •Foster Community and Conversation: Ask questions, encourage sharing, and create a dialogue with your audience. Position the brand as a friendly guide and fellow enthusiast in the world of wine.
• •Maintain Visual and Verbal Harmony: Ensure that the sophisticated yet approachable visual identity on Instagram and the website is consistently matched by the language used in all communications – from product descriptions to social media captions and email marketing.

Social Perception

A trusted source for high-quality and unique wines; a modern and forward-thinking wine merchant that is breaking away from traditional stiffness in the wine world; a brand that is passionate about wine education and making it enjoyable for everyone; appealing to both seasoned wine enthusiasts and a new generation of wine drinkers.

Copy Examples

• •Headline: Unlock a World of Flavour. Discover Exceptional Wines, Made Accessible. Body: At Toasted Barrels, we believe extraordinary wine is an experience for everyone. Explore our curated collection from celebrated vineyards and hidden gems. Quality you can taste, knowledge we love to share. #ToastedBarrels #FineWineForAll #SipSustainably
• •Headline: Beyond the Bottle: It's a Conversation. Body: Wine is about connection – to the land, the maker, and each other. Join our community and explore the stories behind every pour. Let's make wine fun, friendly, and fascinating. What are you sipping on tonight? #ToastedBarrelsCommunity #WineLovers #AccessibleLuxury
• •Headline: Quality. Access. Knowledge. That's Our Promise in Every Glass. Body: We meticulously select wines that represent the best in craftsmanship and value. From rare finds to new favourites, Toasted Barrels is your partner in wine discovery. Elevate your everyday. #ExceptionalWines #ToastedBarrelsValues #CuratedForYou
• •Headline: Tired of Wine Snobbery? So Are We. Body: Toasted Barrels is rewriting the rules. We're passionate about demystifying the world of fine wine, making it an adventure for the curious and the connoisseur alike. Explore unique varietals and expand your palate with us! #WineWithoutPretense #ModernWineCulture #ToastedBarrels
• •Headline: From Our Cellar to Yours: A Journey in Every Bottle. Body: Specialising in fine and rare wines from across the globe, with a heart for exceptional South African vineyards. Discover the dedication, terroir, and artistry that make each bottle unique. Let Toasted Barrels guide your next wine experience. #FineWine #SouthAfricanWine #GlobalSelection #ToastedBarrelsExperience