Brand Tone

Energetic, Vibrant, Ambitious, Passionate, Community-Focused, Welcoming, Approachable, Modern, Resilient, Resourceful

Brand Values

• •Quality & Craftsmanship
• •New York Identity
• •Community & Connection
• •Ambition & Innovation
• •Hospitality
• •Employee Welfare

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's personality, tone (energetic, ambitious, community-focused, approachable, modern), key messaging points, and even words to use/avoid. Share this with anyone creating content.
• •Embrace the NYC Spirit: Consistently weave in references to New York City's energy, ambition, diversity, and iconic status. Use language that resonates with New Yorkers and those who love the city.
• •Be Authentic and Passionate: Let the genuine love for beer and NYC shine through. Share the "why" behind the brewery, not just the "what." Authenticity builds trust, but ensure this is backed by company actions, especially in light of recent criticisms.
• •Focus on Community and Experience: Highlight the brewery as a gathering place. Use inclusive language and showcase the experiences people can have (events, good food, vibrant atmosphere), not just the products.
• •Stay Agile and Engaging on Social Media: Respond to comments and messages in a way that reflects the brand's energetic and welcoming personality. Be bold and creative with campaigns (like the tattoo idea), but also be prepared to address concerns transparently and professionally. Monitor social listening for emerging narratives.

Social Perception

Generally viewed as a go-to spot for quality craft beer in Manhattan, with a lively and energetic atmosphere, especially appealing to a younger demographic. Their Union Square beer garden is popular and seen as a great summer hangout. They are recognized for being one of the few production breweries in Manhattan.

Copy Examples

• •Instagram Post (New Beer Release): "Concrete jungle, meet liquid gold. 🏙️🍺 Our new [Beer Name] is here to electrify your taste buds with [flavor notes]. Brewed with the relentless spirit of NYC, for those who hustle hard and unwind harder. Grab it fresh at our SoHo taproom or get it delivered city-wide. #TorchAndCrown #NYCCraftBeer #ManhattansBrewery #NewRelease #DrinkLocalNYC"
• •Website Banner (Union Square Beer Garden): "Your City. Your Beer. Your Backyard. 🌳🍻 Torch & Crown Beer Garden is back at Union Square! Soak up the sun, sip on Manhattan's freshest brews, and make some memories. Good vibes, great beer, and lawn games await. See you at the Pavilion! #UnionSquareNYC #BeerGarden #SummerInTheCity #TorchAndCrown"
• •Facebook Event (Trivia Night): "Think you know NYC? Prove it. 🧠 Join us for Trivia Night at Torch & Crown SoHo this Tuesday! Rally your crew, sip on ambitious brews, and battle for bragging rights (and epic prizes!). We bring the brain-busters and the best beer in Manhattan, you bring your A-game. #TriviaNightNYC #TorchAndCrownEvents #NYCNightlife #CraftBeerCommunity #SoHo"
• •Email Newsletter Snippet (Brand Story Focus): "From a shared dream between two sixteen-year-olds (and a few exploding homebrew kits! 💥) to Manhattan's Brewery. Torch & Crown is more than just beer; it's a celebration of NYC's unstoppable energy, its ambition, and its incredible people. Every pint we pour is a tribute to this city we call home. Come share the story with us. [Link to 'Our Story'] #NYCMade #BreweryLife #TorchAndCrownStory #PassionForBeer"
• •Twitter Ad (Beer Delivery): "Why go out when the brewery can come to you? 🚀 Get Torch & Crown's award-winning, Manhattan-brewed beers delivered straight to your door, lightning fast. From our tank to your stoop. Order now and taste the ambition. [Link to Delivery Page] #BeerDeliveryNYC #TorchAndCrown #NYCCraftBeer #StayInSipOn"