Brand Tone

Authentic & Passionate, Respectful & Traditional, Innovative & Scientific, Elegant & Natural, Educational & Inviting

Brand Values

• •Tradition & Heritage
• •Quality & Excellence
• •Sustainability & Environmental Harmony
• •Family & Community
• •Innovation & Purity of Place (Terroir)

Best Practices

• •Emphasize Heritage and Family: Always weave in the multi-generational history and the family's ongoing passion and involvement. This builds authenticity and trust.
• •Highlight Terroir and Sustainability: Consistently reference the unique biome of Cerro Chapeu, the red soils, and the winery's commitment to minimal intervention, biodiversity, and environmentally friendly practices. This appeals to conscious consumers.
• •Balance Tradition with Innovation: Showcase how the winery honors its long history while also embracing modern techniques, research, and new wine styles (like the Folklore line or Pet Nats).
• •Use Evocative and Natural Language: Employ descriptive words that paint a picture of the landscape, the winemaking process, and the sensory experience of the wines. Keep the tone elegant yet accessible.
• •Maintain Visual Consistency: Ensure that all visual content (photography, videography) aligns with the brand's values of nature, elegance, authenticity, and family, reinforcing the written copy.

Social Perception

Respected & Prestigious, High-Quality Wines, Authentic & Family-Run, Sustainable Leader, Beautiful Destination, Innovative

Copy Examples

• •Cerro Chapeu: Ten Generations of Passion, Bottled. From our historic vineyards on the Uruguayan borderlands, taste a legacy of winemaking dating back to 1752. Discover wines born from unique red soils and a deep respect for nature. Experience tradition, innovation, and the true spirit of our land in every glass.
• •More Than Wine, It's a Heritage. It's Cerro Chapeu. Crafted with minimal intervention and maximum respect for our unique biome. Our family has nurtured these vines for generations, bringing you wines that speak of place, passion, and pioneering spirit. Explore the authentic taste of Cerro Chapeu.
• •Rooted in History, Crafted for Today. Cerro Chapeu blends centuries of winemaking tradition with innovative, sustainable practices. Our gravity-fed winery and commitment to biodiversity ensure every bottle is a true expression of our exceptional terroir. Taste the difference dedication makes.
• •Discover the Soul of Uruguay in Every Sip. Journey to the heart of Cerro Chapeu, where family, heritage, and a profound connection to the land inspire every wine we create. From robust Tannats to innovative blends, experience the authentic flavor of our pioneering estate.
• •Cerro Chapeu: Where Tradition Meets Terroir. For over ten generations, the Carrau family has been perfecting the art of winemaking. Our unique location, sustainable practices, and unwavering commitment to quality result in wines of exceptional character and depth. Uncork a bottle of Cerro Chapeu and taste our story.