Brand Tone

Knowledgeable, Passionate, Value-Oriented, Accessible, Customer-Focused, Friendly, Enthusiastic, Modern

Brand Values

• •Extensive Selection & Quality: Offering a vast and diverse range of products, including specialty, rare, and craft items, handpicked for quality.
• •Competitive Pricing & Value: Consistently aiming to provide the best products at the lowest possible prices.
• •Customer Satisfaction & Service: Ensuring a positive shopping experience through efficient shipping, good packaging, and helpful service.
• •Expertise & Experience: Leveraging over 20 years of industry experience to curate their offerings.
• •Convenience: Offering online shopping, fast shipping, and multiple locations.

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the defined tone (Knowledgeable, Passionate, Value-Oriented, Accessible, Customer-Focused, Friendly, Enthusiastic, Modern) with clear examples of "do's and don'ts" for word choice, sentence structure, and style. This guide should be accessible to anyone creating content for the brand.
• •Always Prioritize Value and Selection: Ensure copy consistently highlights the core value propositions of a wide selection and competitive pricing, as these are central to BSW Liquor's identity.
• •Infuse Passion and Expertise Naturally: Let the team's experience and love for their products shine through in product descriptions, blog posts, and social media content without being overly technical or alienating. Share stories behind products or offer pairing suggestions.
• •Maintain a Friendly and Approachable Demeanor: Use welcoming language ("Cheers to You!"). On social media, respond to comments and questions promptly and personably. Even when dealing with more formal announcements, keep the underlying tone helpful and customer-centric.
• •Regularly Audit Content Across All Channels: Periodically review website copy, social media posts, email newsletters, and advertisements to ensure consistency with the established brand voice and values. This helps identify any deviations and allows for course correction.

Social Perception

BSW Liquor is perceived as a reliable source for a wide selection of alcoholic beverages, offering good value for money and a positive online shopping experience. They are also seen as a knowledgeable retailer with a community presence.

Copy Examples

• •Headline: Unlock a World of Flavor. Your Next Favorite Awaits. Body: At BSW Liquor, our experts with over 20 years of experience handpick every bottle, from rare whiskies to local craft beers. Explore our vast selection at unbeatable prices and let us say "Cheers to You!" with fast, secure delivery. Tone: Knowledgeable, Value-Oriented, Friendly.
• •Headline: Don't Just Buy Drinks. Discover Them. Body: Why settle for the usual? Dive into BSW Liquor's curated collection of artisanal spirits, unique wines, and the best craft brews. We're passionate about bringing you exceptional quality at prices that make exploring easy. Find your new signature sip today! Tone: Passionate, Accessible, Enthusiastic.
• •Headline: Your Celebration Starts Here. (And So Do the Savings!) Body: Planning a get-together or just stocking up? BSW Liquor offers Calgary & Edmonton's premiere selection with the value you deserve. From crowd-pleasing classics to exciting new finds, get everything you need delivered right to your door. Tone: Value-Oriented, Customer-Focused, Convenient.
• •Headline: Hard to Find? Easy to Love. Body: Searching for that special bottle? Our extensive inventory includes those rare gems and limited editions you've been hunting for. Trust BSW Liquor for an unparalleled selection, expert advice, and prices that keep you coming back. Tone: Knowledgeable, Accessible, Reliable.
• •Headline: Sip, Savor, Save. The BSW Liquor Promise. Body: We believe exceptional taste shouldn't break the bank. That's why BSW Liquor is committed to offering the best selection of beer, spirits, and wines at the lowest prices, backed by friendly service and decades of expertise. Experience the difference. Tone: Value-Oriented, Customer-Focused, Experienced.