Brand Tone

Sophisticated & Premium, Artisanal & Authentic, Knowledgeable & Discerning, Slightly Edgy & Innovative

Brand Values

• •Quality & Purity
• •Tradition & Craftsmanship
• •Innovation & Uniqueness
• •Authenticity & Terroir
• •Philanthropy & Sustainability
• •Exclusivity

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the specific characteristics of El Negocio’s tone (Sophisticated, Artisanal, Knowledgeable, Edgy) with examples of do’s and don’ts for vocabulary, sentence structure, and common phrases.
• •Emphasize Storytelling: Consistently weave in the brand's unique narrative – the Napa-Jalisco connection, the "unholy alliance," the founders' vision, the role of Chava Rosales, and the Memento Mori barrel influence. This reinforces authenticity and values.
• •Educate Through Elegance: When discussing production (additive-free, tahona, terroir), use language that is informative yet sophisticated and accessible, avoiding overly technical jargon unless targeting connoisseurs. Position knowledge as a mark of distinction.
• •Visual Consistency is Key: Ensure all visual content (photography, videography, website design) aligns with the premium, artisanal, and slightly edgy tone. Darker, richer color palettes, professional imagery, and sleek design elements reinforce the brand's identity.
• •Engage with Discerning Language: In social media interactions and customer service, maintain a respectful, intelligent, and sophisticated tone. Address inquiries with detailed and thoughtful responses that reflect the brand's expertise and commitment to quality.

Social Perception

Respected & High-Quality, Premium & Luxurious, Innovative & Interesting, For the Discerning Drinker, Emerging & Exciting

Copy Examples

• •El Negocio: Where Napa Valley Artistry Meets Jalisco Tradition. Beyond premium, beyond additive-free. El Negocio is a vintner's pact with the soul of tequila – a spirit born from 100-point wine barrels and the heart of Blue Weber agave. This isn't just business; it's an unholy alliance of flavor. Discover the craft.
• •Purity. Passion. El Negocio. Crafted by Master Distiller Chava Rosales at the legendary Cascahuín, our tequila is a testament to tradition, 100% additive-free. Each sip reveals the true voice of agave, kissed by Napa's finest oak. What story will your glass tell? #ElNegocioTequila #AdditiveFree #ArtisanalTequila #LuxurySpirit
• •Eighteen months dreaming in French oak that once cradled a 100-point Cabernet. Our Añejo isn't merely aged; it's curated. Expect a symphony of rich agave, dark chocolate, and toasted vanilla, with the sophisticated whisper of fine wine. This is the business of exceptional tequila.
• •The Art of Tequila, Reimagined: Introducing El Negocio. Forget what you know about mass-produced spirits. At El Negocio, we celebrate the nuance of each harvest, the character of the terroir. Our small-batch, additive-free tequilas offer a taste of authenticity, crafted for those who seek the exceptional. Join our pursuit of unparalleled spirit.
• •El Negocio Tequila. No additives. No shortcuts. Just the pure, unbridled spirit of agave, refined with a vintner's touch. Experience the new frontier of luxury tequila.