Brand Tone

Sophisticated, Expert, and Personable. The language is refined and directed at a knowledgeable customer base, creating an aspirational and exclusive feel, balanced with an approachable, service-oriented narrative.

Brand Values

• •Quality and Expertise
• •Personalization
• •Exclusivity and Access
• •Customer Trust and Satisfaction
• •Community and Experience

Best Practices

• •Use Elevated Language: Consistently employ a sophisticated vocabulary. Use words like "curated," "bespoke," "exceptional," "artisan," and "discerning" to reinforce the premium nature of the brand. Avoid overly casual slang or generic retail phrases.
• •Emphasize Expertise and Story: Always ground the product in a story of origin, craftsmanship, or expert selection. Mention the terroir, the winemaker's passion, or why your expert team chose the wine. This adds value beyond the price tag.
• •Maintain a Personal, Service-Oriented Tone: Even when being sophisticated, write as if you are a knowledgeable friend or personal sommelier giving advice. Use "you" and "your" to speak directly to the customer's tastes and needs. Frame services like the "Cellar Angel" as a personal partnership.
• •Highlight Scarcity and Exclusivity: Use copy to create a sense of privilege. Phrases like "Limited Allocation," "Exclusive Access," "For Our Members," or "Secret Deal" motivate action and reinforce the brand's position as a source for non-mainstream products.
• •Center on the Customer's Experience: Focus on the benefit to the "discerning drinker." The copy should be less about just the wine's features (e.g., "14% ABV") and more about the experience it offers (e.g., "Unveil the depths of elegance"). Promise and deliver an "unparalleled wine experience."

Social Perception

Respected Specialist with Excellent Service. Perceived as a high-end, reliable source for fine wines, recognized for knowledgeable staff, excellent customer service, and the ability to source specific or hard-to-find wines. It is seen more as a specialist advisory service than a standard liquor store.

Copy Examples

• •Your Personal Sommelier Awaits. Searching for a rare vintage or a forgotten favorite? The Cellar Angel Service is your direct connection to the world's finest vineyards. Let our experts source any wine, anywhere, exclusively for you. Call to Action: Discover Your Perfect Bottle.
• •Subtlety, depth, and the soul of Central Otago. This Pinot Noir isn't just grown; it's crafted. We work with boutique winemakers who capture the unique terroir in every bottle. Experience the art of New Zealand fine wine. #UnitedCellarsNZ #NZWine #PinotNoir #FineWine #DiscerningDrinker
• •Stop Searching. Start Discovering. Your taste is unique. Your wine recommendations should be too. At United Cellars, we move beyond the mainstream, offering curated selections and personalized advice for discerning drinkers. Explore our collection of rare and boutique wines today. Call to Action: Shop The Collection.
• •An Exclusive Offer for Our Inner Circle. We've just secured a remarkable parcel of Hawke's Bay Syrah from a celebrated winery. While we can't reveal the name, we can promise exceptional quality at a price you won't find elsewhere. This is a secret worth keeping. Available only while stocks last. Call to Action: Unlock Your Secret Deal.
• •Since 2004, United Cellars has been dedicated to bridging the gap between passionate winemakers and discerning collectors. Our family-owned heritage drives our commitment to quality, personalized service, and fostering a deeper appreciation for the art of wine. We are proud to support the world's leading artisans of the vine. #FineWine #WineIndustry #Hospitality #CorporateGifting #UnitedCellars