Brand Tone

Personal & Engaging, Traditional & Experienced, Passionate & Enthusiastic, Service-Oriented & Competent

Brand Values

• •Customer Centricity/Personal Connection
• •Quality & Exclusivity
• •Tradition & Heritage
• •Enjoyment & Experience
• •Expertise & Guidance

Best Practices

• •Prioritize Transparency and Ethics: Given the past negative press, all copywriting must be scrupulously honest. Clearly communicate terms, pricing, and the nature of the in-home tasting (e.g., no obligation to purchase, focus on discovery). Avoid any language that could be perceived as manipulative or pressuring. This is crucial to rebuild trust.
• •Emphasize Genuine Passion and Expertise: Let the love for wine shine through. Use descriptive, evocative language about the wines, their origins, and tasting notes. Highlight the knowledge of the consultants not as salespeople, but as passionate guides.
• •Focus on the "Personal Experience": Continuously reinforce the unique selling proposition of personalized, in-home service. Use words like "your," "tailored," "discover," "journey," and "experience" to make it about the customer's individual enjoyment and exploration.
• •Maintain a Tone of Approachable Professionalism: While friendly and engaging, ensure the language also conveys expertise, quality, and a long-standing heritage. Avoid overly casual slang but keep the language warm and inviting.
• •Showcase Value Beyond Price: Acknowledge that the wines might be perceived as premium. Copywriting should therefore focus on the value delivered – the curated selection, the convenience, the expert guidance, the unique experience, and the quality of the wines themselves, rather than competing solely on price. If there are unique or exclusive wines, this should be a focal point.

Social Perception

Divided: Some customers likely appreciate the convenience of in-home tastings and the personal advice, finding wines they enjoy. The company's long history and international presence suggest a degree of established market position. There's a significant negative perception stemming from reports of high-pressure or unethical sales tactics, particularly towards vulnerable individuals in Austria. This seriously damages trust and brand image. Some consumers also perceive the wines as overpriced for the quality offered or are skeptical of the direct sales model. The historical association with the glycol scandal, though decades past, can linger in public memory.

Copy Examples

• •Headline: Discover Your Next Favourite Wine, Personally. Body: Forget endless aisles. At Pieroth, we bring the world of wine to your doorstep. Enjoy a curated tasting with expert guidance, and find the perfect bottle that speaks to your palate. It’s more than wine; it’s an experience tailored to you.
• •Headline: Centuries of Passion, Poured into Your Glass. Body: With a legacy dating back to 1675, Pieroth combines tradition with a taste for discovery. Let our experienced wine consultants share their passion and help you explore exclusive wines you won't find anywhere else.
• •Headline: The Joy of Wine, Simplified. Body: We believe choosing the perfect wine should be a pleasure, not a puzzle. Our personal wine tastings make it easy and enjoyable to explore new flavours and learn what you love, all from the comfort of your home.
• •Headline: Your Personal Journey into the World of Wine Starts Here. Body: At Pieroth, we're more than just wine sellers; we're your personal guides to exceptional taste experiences. Let us introduce you to exclusive selections and the stories behind them.
• •Headline: Experience Wine Differently. Experience Pieroth. Body: Move beyond the ordinary. Our unique in-home wine tastings offer a relaxed, informative, and enjoyable way to discover high-quality wines selected with your preferences in mind.