Brand Tone

passionate, authoritative, and authentic

Brand Values

• •Pioneering Spirit and Leadership
• •Quality and Excellence
• •Heritage and Legacy
• •Sustainability and Respect for the Land
• •Innovation
• •Sharing and Community

Best Practices

• •Lead with the "Pioneer" Story: Always frame the brand as a trailblazer. Use words like "pioneer," "first," "since 1982," and "legacy" to reinforce its authoritative and historic position.
• •Emphasize the "Artisan & Terroir" Connection: Consistently link the wine's quality to the human element ("fruit of our hands") and the specific land ("Dunham terroir," "northern climate"). This builds authenticity.
• •Use Passionate and Evocative Language: Go beyond technical descriptions. Use words like "heart," "passion," "adventure," and "dream" to tell a story and create an emotional connection with the audience.
• •Educate to Build Authority: Frame content as an opportunity to share knowledge. Explain the principles of "culture raisonnée," the challenges of a northern climate, or the characteristics of a specific grape. This positions the brand as a trusted expert.
• •Champion the "Québécois" Identity: Ground the brand firmly in its local identity. Reference its leadership at the SAQ, its role in the Route des Vins, and its pride in producing "100% Quebec wines" to resonate with local and national pride.

Social Perception

a prestigious and foundational institution in the Quebec wine industry, a respected pioneer, a symbol of quality, a premier agritourism destination, authentically Québécois

Copy Examples

• •From a handful of vines in 1982 to a Quebec legacy. For over 40 years, our passion has been rooted in the Dunham soil, crafting wines that tell the story of our home. Taste the pioneering spirit in every bottle.
• •Artisan winemakers. Award-winning Quebec wines. We pour over four decades of heart and expertise into a craft you can taste. Discover the Orpailleur difference.
• •Your table in the heart of the vines is waiting. This season, escape to Dunham and pair our celebrated wines with an unforgettable culinary experience at our restaurant, Le Tire-Bouchon. Book your visit.
• •L'Orpailleur Blanc: This is the taste of our valley. Crisp notes of green apple and white flowers capture the unique character of our northern terroir. A wine that is authentically, proudly from here.
• •Rooted in tradition, crafted for tomorrow. Introducing L'Orpailleur Frisant, our newest sparkling wine. A fresh expression of our pioneering journey, continuing our legacy of innovation.