Brand Tone

Traditional, Authentic, Proudly Local (Cologne-centric), Welcoming, Historic. Secondary (especially for spirits/TikTok): Artisanal, Modern (with a traditional backbone), Quality-focused, Engaging.

Brand Values

• •Tradition & Heritage: Emphasizing their status as Cologne's oldest Kölsch brewery.
• •Quality: Commitment to high-quality ingredients and production methods for both beer and spirits.
• •Authenticity: Offering genuine Cologne brewery culture, regional cuisine, and locally produced beverages.
• •Community & Conviviality (Gemütlichkeit): Creating a welcoming space for locals and visitors to gather and enjoy.
• •Craftsmanship: Highlighting the art and skill involved in brewing and distilling.
• •Local Identity: Strong connection to Cologne and its traditions.

Best Practices

• •Develop a Brand Voice Guide: Document the core tone attributes (e.g., Traditional, Authentic, Welcoming, Artisanal), key messaging points, preferred terminology (e.g., "Kölsch" vs. "beer," "Brauhaus" vs. "restaurant"), and a "do's and don'ts" list for language. Share this with anyone creating content.
• •Emphasize Heritage and Authenticity: Consistently weave in references to their long history (since 1830), their status as the oldest Kölsch brewery, and the traditional methods or local ingredients used. This reinforces their core differentiator.
• •Speak the Language of Cologne (Figuratively and Literally): While the primary language might be German, infuse the copy with a sense of Cologne pride and "Gemütlichkeit" (coziness/conviviality). Use terms that resonate with locals and educate visitors about Cologne traditions where appropriate.
• •Balance Tradition with Modern Appeal (especially for spirits): While tradition is key, ensure the copy for newer product lines like spirits also feels contemporary and highlights craftsmanship and quality in a way that appeals to modern consumers, without losing the brand's historic anchor.
• •Be Consistent Across All Platforms: While the style might adapt slightly for different platforms (e.g., more visual and concise on Instagram, more playful on TikTok), the core brand voice, values, and key messages should remain consistent. Ensure the traditional, authentic, and quality-focused essence always shines through. Regularly review content across channels to check for consistency.

Social Perception

Locals: Viewed as a historic institution, a guardian of Cologne brewing tradition, and a reliable place for good Kölsch and food. There's a sense of local pride associated with Sünner. Tourists: Seen as an authentic Cologne experience, a place to try traditional Kölsch and food in a historic setting. Spirits Consumers: The Sünner spirits line is likely perceived as a quality, craft offering from a trusted, historic producer, appealing to those who appreciate local and artisanal products. Overall: The brand is generally perceived positively as a stable, traditional, and high-quality purveyor of Cologne culture, beer, and increasingly, spirits. It's seen as more than just a brewery; it's a cultural landmark.

Copy Examples

• •Website Homepage Snippet (Traditional, Welcoming): Step into history at Brauwelt Köln, home to Sünner, Cologne's oldest Kölsch brewery since 1830. Experience authentic Cologne tradition, savor our renowned Sünner Kölsch, and enjoy hearty regional cuisine in a truly unique atmosphere. Prost!
• •Instagram Post for Sünner Spirits (Artisanal, Modern): Crafted with passion, rooted in tradition. Our Sünner Gin captures the spirit of Cologne with locally sourced botanicals and generations of distilling expertise. Discover your new favorite sip. #SünnerSpirits #CologneCraft #GinLovers #DrinkLocal
• •Facebook Event Promotion (Community-focused, Engaging): Join us this Friday at the Sünner Biergarten for live music and freshly tapped Sünner Kölsch! Bring your friends, soak up the Cologne sunshine (hopefully!), and let's celebrate the good times together. #BrauweltKöln #SünnerKölsch #CologneEvents #BiergartenSeason
• •Product Description for Sünner Kölsch (Proudly Local, Authentic): Sünner Kölsch: The taste of Cologne since 1830. Brewed with passion according to the Reinheitsgebot and our time-honored family recipe, it's more than just a beer – it's a piece of our city's heart. Experience the original.
• •TikTok Video Concept Caption (Playful, Engaging - for a cocktail): Weekend vibes loading! 🍹 Mix up some Cologne sunshine with our Sünner Vodka and fresh lime. Easy, breezy, delicious. What are you mixing? #Sünner #SünnerVodka #CocktailTime #CologneDrinks #TGIF