Brand Tone

Passionate, educational, and sophisticatedly casual. Professional and knowledgeable without being pretentious, using inviting language and a subtle non-conformist ethos influenced by an 'away from the mainstream' philosophy.

Brand Values

• •Quality and Authenticity
• •Education and Passion
• •Community and Conviviality
• •Curation and Expertise
• •Vision and Growth

Best Practices

• •Lead with Passion, Follow with Knowledge: Always start with the emotional, passionate aspect of wine, then support it with educational details. Use evocative, sensory language before listing technical specs.
• •Emphasize the 'Why' Not Just the 'What': Don't just sell a bottle of wine; sell the reason it's on your shelf. Talk about the winemaker's philosophy, the unique terroir, the sustainable practices, and why it's a 'Weinstein' wine—authentic, character-driven, and outside the mainstream.
• •Maintain the 'Living Room' Voice: Write as if you are speaking to a friend in your vinothek. Be welcoming, encouraging, and approachable. Avoid overly technical jargon unless you explain it in an accessible way. The goal is to invite people in, not alienate them.
• •Tell Stories: Every wine, event, and blog post is an opportunity for storytelling. Share the story of the founder's journey, the tale of a specific winery, the history of a grape variety, or the experience of a wine-tasting trip. Stories create connection and make the brand memorable.
• •Be Confidently Niche: Lean into what makes you different. Consistently use keywords and phrases like 'character,' 'authenticity,' 'hand-picked,' 'away from the mainstream,' and 'individual journey.' This reinforces your brand identity and attracts customers who share your values.

Social Perception

Perceived as a high-quality, trustworthy, and expert source for fine wines, combining a relaxed, welcoming 'casual wine bar' atmosphere with a top-tier, hand-selected product range. It is considered a culinary highlight and a go-to spot for wine enthusiasts, with the owner recognized as a knowledgeable and passionate professional who has realized his dream.

Copy Examples

• •Stop searching, start finding. We just welcomed this biodynamic gem from [Winery Name] to our shelves. It’s a wine with a story, crafted with passion and respect for the land. Forget mainstream—this is pure, authentic character in a bottle. Ready for a new journey? Come by the vinothek and let's explore it together. #WeinsteinFinewine #CharacterWine #BioWine #NotMainstream #Dornbirn
• •Beyond the Label. Discover Wines with Soul, Curated for the Curious.
• •Forget What You Know About Chardonnay 🍇 Hi [Name], If your only experience with Chardonnay involves heavy oak and butter, we invite you to reconsider. This week, we're celebrating the elegance and complexity of cool-climate Chardonnays—wines that are crisp, mineral, and anything but ordinary. Let us reintroduce you to a classic.
• •Red or white? Sweet or dry? The world of wine is vast, but it doesn't have to be intimidating. Our 'Wein-ABC' crash course is back! Perfect for beginners or anyone wanting to brush up on the basics in a relaxed, 'living room' atmosphere. No snobbery, just pure enjoyment and discovery. Limited spots available. Tag a friend you'd bring! Link in bio to book. #WeinAkademie #WeinLernen #DornbirnEvents #WineEducation
• •This isn't your average Grüner. Grown on the steep, sun-drenched terraces of the Wachau, every sip tells a story of its origin. Expect a vibrant dance of white pepper, crisp green apple, and a slate-like minerality that lingers. It’s a wine that’s both intellectually stimulating and refreshingly honest. Perfect for those who believe wine should have something to say. Pairs beautifully with thoughtful conversation and fresh seafood.