Brand Tone

Passionate, authentic, and quality-focused. Energetic, modern, and approachable (for XO Grill).

Brand Values

• •Quality & Flavor: Exceptionally flavorful and high-quality beef.
• •Sustainability & Ethics: Responsible consumption by utilizing "retired" dairy cows.
• •Tradition & Innovation: Utilizing traditional methods with innovative marketing.
• •Transparency & Education: Open about sourcing and processes.
• •Passion: Genuine enthusiasm for the product.

Best Practices

• •Emphasize "Xtra Old" and its Benefits: Always link the age of the cows to positive attributes like deeper flavor, better marbling, and tenderness developed over a longer life. Use terms like "mature," "pasture-raised," "slowly matured."
• •Highlight Quality and Craftsmanship: Use descriptive words that convey premium quality, such as "exceptionally beautiful marbling," "wonderfully tender," "fantastic taste," "dry-aged," "intense meat taste."
• •Tell the Story: Weave in the narrative of Austrian Alpine foothills, small farmers, and the journey of the meat. This adds authenticity and emotional connection. Mentioning the founders' passion can also resonate.
• •Educate Subtly: While celebrating the flavor, subtly inform the audience about why this type of beef is special and potentially more sustainable, without being preachy. Phrases like "a more responsible way to eat beef" can be effective.
• •Maintain Enthusiasm: Let genuine passion for the product shine through. Use evocative language that makes the reader almost taste the beef. For XO Grill, this can be amplified with more contemporary, energetic language.

Social Perception

Premium, high-quality meat provider offering a unique and flavorful product. Seen as a proponent of sustainable and ethical meat consumption. Experts in their niche and as innovators in the Austrian culinary scene.

Copy Examples

• •XO Beef: Taste the Wisdom of Age. Our Xtra Old Austrian dairy cows have lived a full life on alpine pastures. This isn't just beef; it's a story of time, tradition, and unparalleled flavor, dry-aged to perfection for a taste you won't forget. Experience the difference.
• •Beyond Tender: The XO Beef Revelation. Forget what you thought you knew about beef. Our XO Beef, from mature Austrian dairy cows, offers a depth of flavor and rich marbling that only years of pasture grazing can create. Each cut is a testament to quality and our commitment to sustainable farming.
• •From Pasture to Plate, with Passion: That's XO Beef. We believe in honoring the entire life of our Austrian dairy cows. That’s why XO Beef is sourced from animals that have spent years on lush pastures. Dry-aged for weeks, the result is an intensely beefy, nutty, and incredibly juicy experience. Discover true taste.
• •XO Grill's Secret? It Starts with XO Beef. Ever wondered why our XO Grill burgers are award-winning? The magic begins with our signature XO Beef – "extra old" Austrian dairy cow meat, aged for maximum flavor and tenderness. It's quality you can taste in every single bite.
• •More Than Meat: XO Beef is a Commitment. To flavor. To quality. To Austrian tradition. To a more sustainable approach. Our XO Beef from mature dairy cows isn't just a product; it's our promise of an exceptional culinary experience rooted in respect for nature and time-honored practices.