Brand Tone

Approachable and educational, acting as a knowledgeable friend or guide, avoiding overly technical jargon. Passionate and enthusiastic, conveying a genuine love for wine and linking it to special moments. Community-oriented, fostering a sense of belonging and shared discovery among members.

Brand Values

• •Accessibility
• •Curation & Discovery
• •Experience over Product
• •Innovation

Best Practices

• •Speak Like a Friend, Not a Salesperson: Use conversational, welcoming language. Ask questions, use "you" and "we," and focus on the shared passion for wine. Avoid overly aggressive sales tactics.
• •Focus on the "Why," Not Just the "What": Instead of just listing a wine's characteristics (e.g., "Malbec with oak notes"), tell the story behind it. Why is it special? Where is it from? What moment would it be perfect for? Connect the product to an experience.
• •Maintain the "Insider" Feeling: Consistently use terminology like "Sócios" (Members), "Wine Hunters," and "Exclusive Selections." This reinforces the value of the club and makes customers feel like they are part of a special community.
• •Educate, Don't Intimidate: When sharing educational content, break it down into easily digestible tips. The goal is to empower customers with knowledge so they feel more confident, not to overwhelm them with complex information.
• •Be Consistent Across All Channels, But Adapt the Format: The core brand voice—approachable, passionate, educational—should be the same on the website, in emails, and on social media. However, the delivery should be tailored to the platform (e.g., shorter, punchier copy for Instagram; more detailed storytelling in the Winepedia blog).

Social Perception

For loyal subscribers, Wine is perceived as a reliable, exciting, and valuable gateway to wine, a trendsetter, and market leader offering a good experience. For a segment of customers, perception is one of frustration due to logistical and customer service issues, indicating a gap between marketing and operational promises.

Copy Examples

• •Not just for special occasions. Who said Tuesday can't feel like a celebration? With your WineBox, every day has the potential for discovery. Uncork a new story. #WineMoment #ClubeWine
• •Inside: Your next favorite Rosé + a gift from us. 🎁
• •Stop Guessing. Start Enjoying. Let our experts bring the world's best wines to your door. Join Clube Wine today and discover wines you won't find anywhere else. Discover the Club
• •The Best Wine Club in the World, Delivered. Each month, our Wine Hunters select exclusive labels just for our members. More than wine, it's a new experience in every box. Ready for your first delivery?
• •Forget the supermarket shelf. This Tuscan gem was handpicked by our team on a trip through the Chianti countryside. It’s bursting with notes of cherry and leather—the kind of wine that turns a simple pasta night into a mini-vacation. Exclusively for Wine members.