Brand Tone

Approachable & Enthusiastic

Brand Values

• •Inclusivity
• •Simplicity
• •Community
• •Exceptional Experiences

Best Practices

• •Speak Like a Friend: Always use a welcoming and approachable tone. Address the customer directly ("you," "your") and avoid overly technical wine jargon. The goal is to educate and include, not to intimidate.
• •Emphasize "Simple" and "Enjoyable": These are key pillars of the brand. Frame the service as a hassle-free way to enjoy a sophisticated hobby. Highlight the convenience of the virtual cellar and delivery service.
• •Tell the Story: Continuously weave the brand's origin story and the "Tuesday Foodies Night" narrative into the copy. This reinforces the values of community and connection, making the brand more relatable and authentic.
• •Focus on the Moment, Not Just the Wine: While the quality of the wine is crucial, the copy should focus on the experience it enables—celebrations, quiet nights in, and gatherings with friends. Sell the "uncorked moments."
• •Be Inclusive in Your Language: Actively use phrases that dismantle the pretension of the wine world, such as "no snobbery needed," "for wine lovers, not experts," and "everyone is welcome." This reinforces the brand's core mission of making wine collecting accessible to all.

Social Perception

Innovative & Welcoming; seen as a game-changer for modern wine lovers, relatable, and community-focused, actively demystifying wine collection and supporting the Australian wine industry.

Copy Examples

• •From our Tuesday table to yours. Great wine is about connection, not complexity. We handle the cellaring, you handle the memories. Ready to start your collection? #TuesdayCellarCo #WineCollecting #Community
• •Your Dream Wine Cellar is Here. (And it fits in your pocket.) Always wanted to collect wine but didn't know where to start? We curate, cellar, and deliver expertly-chosen wines, so you can enjoy them when they're perfectly aged. Starting from just $1 a day. Learn more at tuesdaycellarco.com.
• •Headline: Collect Wine Without the Snobbery. Sub-headline: We make it simple, fun, and affordable to build a wine collection you'll love. Join the club.
• •Subject: A peek inside your future cellar... 🍷 Body Snippet: This month, our experts have selected a stunning Shiraz that's perfect for aging. See what's new in the cellar and learn why aging makes all the difference.
• •This bottle is getting better with age in our cellar, waiting for your perfect moment. We believe great wine shouldn't be intimidating. Let us help you build a collection worth celebrating. #WineSubscription #CellaredToPerfection #TuesdayIsAStateOfMind