There's something uniquely poetic about wine that other beverages can't replicate. In every bottle lies a long and storied history of grape fermentation, dating back centuries.
Wine has been enjoyed in the courtyards of the ancient Greeks, by Kings and Queens in opulent royal palaces, and by ordinary people in modern homes, where it is a staple in kitchens and dining rooms worldwide.
With so many old and new winemaking techniques, plenty of detail exists to engage consumers. So, what story will your wine brand tell in a world where each drop tells a tale based on history, production, or imagination?
Wine storytelling is essential to engage your audience and promote your brand. But where to begin? Here are some professional tips to improve your wine branding and make your label stand out from the rest.
Telling the story
You can tell the story of wine in different ways. Many factors come into play, including the brand's origins, target audience, and the region where it is produced. Some of the world's most successful wineries have created captivating stories unique to their operation and history. Below, we explore some successful strategies wineries use to promote their brand.
History comes to life
Many established wineries have built-in stories, often based on their origins or how they first created their rich flavour profiles. These brands have taken advantage of the rich history associated with their particular wine and transformed it into something unique and memorable for their audience.
Dom Pérignon's story, for example, begins in the 17th century and tells a tale of the very origins of Champagne. A Benedictine monk (the eponymous Dom Pérignon) invented this sparkling beverage in 1697. When creating his first bottle, he called those around him, "Come quickly, I am tasting the stars!" This famous quote helped launch the French brand into the wine stratosphere, and even today, the Champagne region of France is virtually synonymous with Dom Pérignon.
Familia Torres is a Spanish winemaker from the Catalonia region, dating back to 1870. They, too, rely on their rich historical legacy to tell their branded story - with some interesting folklore thrown in for good measure.
Their Purgatory winery sits proudly on land that monks of the Montserrat Abbey cultivated in 1770. In doing so, they discovered a rich new terroir perfect for winemaking. Supposedly, some barrels of their superior wine went missing, and there were rumours that angels stole them to take them back to the heavens.
Ultimately, there is no detail too small to incorporate into your wine branding - provided the details serve to paint a compelling and memorable picture that your target audience can relate to.
Creating characters
Wine storytelling aims to foster a genuine connection with your target audience so that they identify with your particular product.
Building a brand personality is a great way to achieve this. For example, many in the wine world have found success by creating compelling stories involving people or animals.
Suppose your wine brand is associated with an iconic character, like an animal or mythical figure. In that case, it will stand out from the ever-growing competition and grab your target audience's attention.
One example is the Chilean wine brand Gato Negro. The name translates to "black cat," the winery's iconic logo, representing a rich backstory. Supposedly, a stray cat once roamed the winery and so charmed the owner that he believed the animal's presence inspired the production of great wine. Even today, the logo appears on every bottle and every advertisement, ensuring that consumers always connect Gato Negro with the famous
black cat.
Another Chilean brand, Casillero del Diablo, effectively uses wine storytelling by incorporating a legend that the devil once inhabited a wine cellar to ward off thieves. It originated when the founder Don Melchor Concha y Toro, in a desperate bid to protect his prized collection of wine from the thirsty townspeople, spread the rumour that the devil lived in his cellars.
His claim had the desired effect, and no one ever stole his wine again. The legend became a logo, and today the image of a snarling devil appears on every bottle - presumably to continue warding off the thieves.
If you're leaning towards a more friendly mascot, take inspiration from Yellow Tail. Not surprisingly, the logo of this Australian wine brand is a kangaroo. It's not only whimsical but also emphasises the origin and cultural heritage of the product.
This message comes from John Casello, the founder, who wanted to sell a wine that was approachable and easy to drink. The result is a colourful kangaroo that is both memorable and reflects the free-spirited nature of the brand.
It's all about attitude.
To get the most out of your wine branding, develop a unique attitude or perspective to galvanise your audience. For example, consider Wolf Blass, another Australian winemaker whose brand slogan is, "Here's to the chase." This serves a greater purpose than merely advertising wine. It inspires consumers to follow their dreams and never give up!
Another effective branding strategy portrays your winemaking operation as a passionate project steeped in hard work and dedication.
This is precisely what Australian winery Jacob's Creek achieved with its slogan, "Two barrels, one soul." This message communicates perfectly that each bottle they produce has been imbued with the same love, care, and attention to detail.
Humour is also a time-tested way to engage consumers, for example, by colouring your brand story with positive vibes, like the UK's Babe line of canned wines. This exciting brand appeals perfectly to the young and LGBTQ+ community with light-hearted copy such as, "Wine in a can that pairs well with literally everything." The attitude of this messaging combines casual fun with a sense of community.
Find your cause
One effective form of wine storytelling is to link the product with philanthropy. For example, California's Barefoot winery is wholly based on charitable causes. Having recently launched their Pride line of wines, one of which features the rainbow pride flag and the other a transgender flag, they are keen to advertise that for every case sold, one dollar is donated to two organisations dedicated to helping the LGBTQ+ community.
Giving back and making people feel that they have positively impacted the world by purchasing your product has always been good business. Studies show that consumers are four to six times more likely to buy from a brand dedicated to an ethical ideal, and 71% of Millennials claim to consider sustainability when making a purchase.
Case in point: Chilean winemaker Viña San Pedro has launched their South Cause, dedicated to saving Patagonian glaciers. Each bottle is certified organic, vegan, and recyclable, and all sales go to the Fundación Glaciares Chilenos. This type of charity speaks directly to today's environmentally conscious consumers, who are increasingly concerned about global issues than past generations.
Create your story today
At their best, wine stories can reach vast audiences of different ages worldwide. So, the key is to craft an account that perfectly matches your brand strategy, gives it character, and engages audiences. If you're looking for a helping hand in creating that perfect tale, Contese Agency is here to help - because we know that words are powerful tools.
Our brand story writing service is undoubtedly what you need to boost your wine brand.