Brand Tone

Passionate Expert

Brand Values

• •Expertise & Curation
• •Value & Accessibility
• •Passion
• •Direct Relationships
• •Community Focus

Best Practices

• •Lead with Passion, Support with Expertise: Always start with the 'why'—the excitement, the story, the discovery. Then, follow up with the 'what'—the tasting notes, the region, the pairing suggestion. This mirrors the founder's own journey.
• •Use 'Value' instead of 'Cheap': The brand's strength is offering exceptional wine at fair prices. Use words like 'democratic,' 'accessible,' 'excellent value,' or 'smart find' instead of 'discounted' or 'cheap.'
• •Tell the Story of the Search: Emphasize the curation process. Phrases like 'personally selected,' 'a discovery from our recent trip,' or 'we searched for the perfect example of...' reinforce the value of the brand's expertise.
• •Speak Directly and Personally: Write in the first person ('I decided,' 'We believe') whenever possible, especially when telling the brand story. This makes the 'Passionate Expert' tone feel authentic and personal, not corporate.
• •Educate, Don't Intimidate: Explain concepts simply, as with the 'Orange Wine' example. The goal is to share knowledge and make customers feel smarter and more confident in their choices, not to overwhelm them with jargon.

Social Perception

Respected, local specialist retailer; seen as a family business deeply rooted in its community. Customers trust the shop for its curated selection and expert guidance, perceiving it as reliable, knowledgeable, and offering fair value for high-quality products.

Copy Examples

• •For over 20 years, a passion you can taste. We don't just sell wine; we share discoveries. Explore this season's most surprising finds, personally selected for their quality and character.
• •We found this gem on a recent trip through Tuscany. While its neighbors in Montalcino get the fame, this Montecucco Sangiovese delivers a similar powerful elegance without the premium price tag. Frank’s note: ‘A fantastic surprise. Rich cherry, a touch of leather, and a finish that goes on and on. Perfect for a hearty pasta dish.’ A direct import, a democratic price.
• •Forget the supermarket shelf. Taste the real story of Spanish wine.
• •It started with a simple truth: after years of tasting for the trade, I knew there were incredible, affordable wines that never reached the public. In 2002, I decided to change that. Wijnhandel Lootens was born from a desire to connect our customers directly with the passion of the winemaker.
• •Ever tried an Orange Wine? It's a white wine made like a red, with incredible texture and notes of tea and nuts. We've just added two to our collection that passed our taste test with flying colors. Dare to discover something new this weekend. #WijnhandelLootens #Gistel #OrangeWine #WineDiscovery