Brand Tone

Sophisticated, Expert, Trustworthy, Passionate, Guiding, and Elegant

Brand Values

• •Curated Excellence
• •Expert Guidance
• •Passion for Discovery
• •Accessibility to Premium
• •Building Trust

Best Practices

• •Maintain the "Online Sommelier" Persona: All communication should reflect the voice of a knowledgeable, sophisticated, yet approachable wine expert. Avoid overly casual language while ensuring clarity and avoiding alienating jargon without explanation.
• •Emphasize Curation and Expertise: Consistently use phrases like "expertly chosen," "sommelier-selected," "handpicked for quality," and "curated collection" to reinforce the brand's core value proposition.
• •Narrate the Experience: Go beyond technical details. Describe the sensory journey a wine offers – its aroma, taste profile, texture, and the ideal occasions or food pairings. Focus on the pleasure and discovery aspect.
• •Ensure Visual Harmony: All visual content, including website imagery, social media posts, and email designs, must align with the sophisticated, elegant, and premium brand tone. Photography should be high-quality and aspirational.
• •Communicate with Confident Passion: The tone should be self-assured, stemming from genuine expertise and passion for wine, but always remain inviting and focused on guiding and delighting the customer.

Social Perception

Purveyor of High-Quality Wines, Knowledgeable and Reliable Resource, Modern and Convenient, Aesthetically Sophisticated, Premium Price Point

Copy Examples

• •Headline for a new premium offering: "Mastery in a Bottle: Discover the [Wine Name], a testament to [Region]'s finest terroir. Hand-selected by our sommeliers for its profound depth and elegance."
• •Email subject for an exclusive selection: "Your Sommelier's Confidential: Uncorking Rare Finds & Exceptional Vintages."
• •Instagram caption for a classic wine: "Timeless Elegance. The enduring appeal of [Wine Name] lies in its perfect harmony of [key flavour notes]. A classic chosen by Wine in Black for moments that matter. #WineInBlack #ClassicWine #ExpertChoice #SommelierSelection"
• •Website banner for a curated case: "Elevate Your Cellar, Effortlessly. Explore Wine in Black's curated cases – each a symphony of flavors, expertly composed by our sommeliers for your discerning palate."
• •About Us snippet emphasizing discovery: "Beyond the label, lies a story. At Wine in Black, your personal online sommelier, we journey the world of wine to bring you not just bottles, but remarkable experiences and inspiring discoveries."