Brand Tone

Knowledgeable & Passionate, Approachable & Friendly, Curated & Discerning, Story-driven & Authentic, Value-conscious (for quality)

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Natural Practices
• •Education & Discovery
• •Authenticity & Transparency
• •Customer Connection & Service
• •Accessibility

Best Practices

• •Speak from Passion, Share the Knowledge: Always convey genuine enthusiasm for the wines. Don't just list facts; explain *why* a wine is special, interesting, or a good value. Use storytelling to bring the producers and their methods to life.
• •Be Approachable, Not Pretentious: Use clear, engaging language. While the subject is specialized, avoid overly technical jargon unless explaining it simply. The goal is to invite customers in, not intimidate them.
• •Highlight "Handcrafted" and "Natural": Consistently emphasize the artisanal, small-scale, and sustainable aspects of the wines you feature. This reinforces the core values of quality, authenticity, and care.
• •Educate Gently: Weave in educational tidbits naturally. Whether it's about a grape, a region, a winemaker, or a style (like natural or orange wine), offer insights that empower the customer to explore and learn.
• •Maintain a Consistent Voice Across Platforms: Whether it's an Instagram caption, a website description, or an email, ensure the tone feels like it's coming from the same knowledgeable, friendly, and passionate source. Develop a simple style guide if multiple people are creating content.

Social Perception

Trusted Source for Natural & Unique Wines, Knowledgeable & Helpful Staff, Neighborhood Gem with a Destination Appeal, Advocate for "Real Wine", More than just a retailer

Copy Examples

• •Instagram Post (New Arrival - Obscure Grape): "Ever heard of [Obscure Grape Name]? We just got a tiny allocation of this gem from [Producer Name] in [Region]. Think [Flavor Profile 1], a hint of [Flavor Profile 2], and that unmistakable energy only small-batch, natural winemaking can bring. Perfect for the adventurous palate or anyone ready to be delightfully surprised. Come grab a bottle and let's talk about why we're so excited about this one! #RealWine #VWMGeekOut #ProspectHeights"
• •Website Wine Club Promotion: "Tired of the same old shelf-talkers? Our Direct Press Wine Club is your personal invitation to explore the world of handcrafted wines. Each month, Greg and the team pick bottles that tell a story – wines from passionate farmers, not factories. Expect unique finds, thoughtful pairings, and the stories that make each sip memorable. Join the VWM family and discover your next favorite."
• •Email Newsletter Snippet (Focus on Value): "Great wine doesn't always need a hefty price tag. Our 'Under $22' section is proof! This week, we're loving the [Wine Name] from [Producer] – it's a vibrant [Wine Type] that sings with [Flavor Notes]. Organically farmed, honestly made, and seriously delicious for your Tuesday night dinner. Because good wine should be an everyday joy. [Link to wine]"
• •In-Store Signage (Staff Pick): "Greg's Pick: '[Wine Name]' – 'This is one of those bottles that just makes you smile. [Producer] is doing incredible things with minimal intervention, and this [Grape/Style] is pure, expressive, and just plain fun to drink. Don't let the [Unusual Feature, e.g., cloudy appearance/funky label] fool you, this is serious stuff. Ask us why we love it!'"
• •Blog Post Intro (Educational): "Let's talk about orange wine. No, it's not made from oranges! It's a traditional winemaking style that's making a huge comeback, and for good reason. We're diving deep into what makes these skin-contact wines so captivating, from their unique textures to their incredible food-pairing potential. Curious? Read on, and then come taste a few with us."