Brand Tone

informative, enthusiastic, passionate, and approachable

Brand Values

• •Education and Knowledge Sharing
• •Quality and Expertise
• •Passion for Australian Wine
• •Authenticity and Respect
• •Accessibility and Inclusivity
• •Innovation and Tradition
• •Ethical Practices
• •Value

Best Practices

• •Develop a Brand Voice Chart: Create a document outlining the brand's personality traits (e.g., Enthusiastic, Knowledgeable, Approachable, Modern, Respectful), a "we are this, not that" list, and examples of how the voice translates into specific word choices and sentence structures.
• •Know Your Audience, Speak Their Language (with an Expert Twist): Understand that the audience ranges from novices to seasoned wine lovers. Use clear, engaging language that avoids overly technical jargon where possible, but don't shy away from sharing in-depth knowledge. Infuse passion and excitement into the educational content.
• •Prioritize Storytelling: Australian wine, as presented by this brand, is about the people, the land, and the unique stories behind each bottle and region. Weave narratives into product descriptions, blog posts, and social media to make the information more engaging and memorable.
• •Maintain Enthusiasm and Positivity: The brand's passion for Australian wine is a key differentiator. Ensure copy consistently reflects this genuine excitement, making the exploration of wine feel like an enjoyable adventure rather than a lesson.
• •Be Consistent Across All Channels: Whether it's the website, email newsletters, social media, or even the packaging of the wine club boxes, the tone should remain consistent. This builds recognition and trust. Regularly review content to ensure it aligns with the established brand voice.

Social Perception

The brand is perceived as a credible and enthusiastic guide to the world of Australian wine.

Copy Examples

• •Headline: "Unlock Australia's Best Kept Sips! 🇦🇺🍷" Body: "Think you know Australian wine? Think again! Our latest Wine Club selection is a journey through sun-drenched vineyards and hidden gems, curated by Master Sommeliers. Get ready to explore vibrant flavors and the passionate stories behind every bottle. Your adventure in Australian wine starts here!" Call to Action: "Discover Your Next Favourite Aussie Wine"
• •Headline: "Beyond Shiraz: Dive Deeper into the Wonders of Aussie Wine." Body: "There's a whole world of incredible Australian wine waiting to be discovered – from crisp, coastal Rieslings to bold, elegant Cabernets. Our book, 'How to Drink Australian,' is your essential guide, packed with stunning maps, producer profiles, and the 'inside scoop' you won't find anywhere else. It's like a road trip for your palate!" Call to Action: "Grab Your Copy & Start Exploring!"
• •Headline: "Serious Wine, Served with a Splash of Fun. ✨" Body: "We believe exceptional wine should be exciting, not intimidating. Join the 'How to Drink Australian' Wine Club and receive six unique bottles every quarter, handpicked for their quality, character, and sheer deliciousness. Expect a few delightful surprises and a whole lot of Aussie spirit in every box!" Call to Action: "Join the Club – Let the Adventure Begin!"
• •Headline: "From Ancient Vines to Modern Marvels: Taste the Real Australia." Body: "Did you know Australia boasts some of the world's oldest grapevines? This rich heritage, combined with a new wave of innovation, makes Australian wine truly special. Let us guide you through iconic regions and introduce you to the passionate winemakers crafting unforgettable bottles. It's more than just wine; it's a taste of Australia's heart and soul." Call to Action: "Learn More About Our Curated Collections"
• •Headline: "Tired of the Same Old Pour? Australia's Calling!" Body: "Ready to shake up your wine routine? 'How to Drink Australian' isn't just a book, it's your passport to the most exciting wine scene on the planet right now. We're talking unique varietals, stunning terroirs, and winemakers who are rewriting the rules. Get ready to fall in love with Aussie wine, one delicious sip at a time." Call to Action: "Explore Our Wines & Stories"