Drinkwell — Messaging, voice of customer & copy

Low-cal and low-alc drinks have a branding problem: they almost always reads as a compromise. They’re the thing you drink when you’re being good. Drinkwell wanted to be the opposite.

So we wrote copy that positioned Traces as a lifestyle, not a diet: it’s a wine for Sunday roasts and good company. You can drink it any time. It’s a proper wine, not a guilt-free wine. The low-cal angle became a reason to enjoy it more, not a way to consume less calories. (Which helped us to write around the heavy restrictions without the copy becoming lawyer language soup.)