Brand Tone

Rebellious/Edgy, Informal & Humorous, Confident & Passionate, Authentic & Inclusive, Innovative & Experimental

Brand Values

• •Quality & Flavour Supremacy
• •Innovation & Creativity
• •Authenticity & Rebellion
• •Community & Inclusivity
• •No Compromise

Best Practices

• •Embrace the "Rebel with a Cause" Voice: Always challenge the status quo of "boring" NA drinks. Use confident, slightly irreverent language. Think "anti-hero" not "aggressor." The cause is great taste and inclusivity.
• •Prioritize Flavour & Quality in Messaging: While the attitude is key, the core promise is exceptional taste. Let this shine through with descriptive, enticing language about the beer itself.
• •Keep it Real & Informal: Use conversational language, wit, and even appropriate slang. Avoid overly corporate or stiff phrasing. Be approachable, like talking to a mate who's passionate about good beer.
• •Visually & Verbally Edgy, but Welcoming: The "gang" is inclusive. While the aesthetic is bold and alternative, ensure the copy invites people in, making them feel part of something cool and exciting, not excluded.
• •Be Bold & Unapologetic (But Not Arrogant): Stand firm in the quality and mission of the brand. Mash Gang is here to prove NA beer can be awesome, and the copy should reflect that conviction without being condescending. Highlight the innovation and the "no compromise" aspect.

Social Perception

Game Changer/Innovator, High Quality & Great Taste, Cool & Edgy, Authentic Community, Worth the Price

Copy Examples

• •Headline: Sick of Sad, Sober Sips? Body: We were too. That's why we started Mash Gang. Real craft beer flavour, zero of the fuzzy mornings. Join the rebellion. #MashGang #NAinnovators
• •Headline: They Said NA Beer Was Boring. We Said Hold Our (Non-Alcoholic) Beer. Body: And then we made stuff like 'Chug' and 'Lesser Evil'. Flavour that kicks, without the next-day kicks. You're welcome. #DrinkDifferently #FlavourRebels
• •Headline: Zero Alcohol. 100% Antitude. Body: Mash Gang. For those who love craft beer's soul but are cool without the ABV. Taste it to believe it. Then join the damn Gang. #NoCompromise #CraftNA
• •Headline: Warning: May Cause Extreme Flavour. (And Zero Hangovers). Body: Our brews are packed with everything but the booze. Think juicy IPAs, decadent stouts, and sours that sing. Welcome to the bright side, it tastes better here. #MashGangMadness #RealBeerZeroRegrets
• •Headline: Your Taste Buds Called. They Want In On The Gang. Body: Stop punishing them with bland. Mash Gang delivers craft beer experiences that just happen to be non-alcoholic. Seriously. Try us. #JoinTheMash #NAbeerRevolution