The Luxury Wine Story Framework:  A Cliffs’ Notes Version

It is no secret, and definitely not a revelation: wine business marketing is all about the story.  But, what does that really mean?

A story carries value only if it’s memorable, and connects with an audience – an audience of one or an audience of hundreds, if not thousands.  A litany of facts does not a story make.  If a “story” does not connect then it’s merely information, soon to be forgotten like a kids’ math lesson over the summertime.

However, if a story is memorable, it becomes shareable, like a good joke that can be recalled on command.  And, when something is shareable, well, that is the good stuff—that’s when a winery has other people doing their marketing for them because customers are sharing stories with their friends, and oftentimes including a dash of brand ambassadorship and a hint of positive projection all wrapped in an anecdotal, personal brand package.

I have been thinking about the nature of stories and was motivated into further research by a recent Wine Business Monthly (WBM) article (magazine only).

WBM offered a recap of the Fine Wine III conference held in April of this year in Ribero del Duero, Spain.  Presenting research from U.K. based wine research firm Wine Intelligence, the research breaks down demographic data for luxury wine buyers (over $25 a bottle).  The research is drawn from the U.S., U.K and Switzerland.  According to Wine Intelligence, a stunning 60% of all luxury wines is based on 12% of luxury wine buyers – these are the regular high-end buyers.  Put a different way, 88% of all luxury wine buyers are occasional purchasers and drive 40% of the high-end market.

In a nutshell, based on a deduction even I can make, the reason the upper end of the wine echelon has seen a protracted buying recession is because 88% of luxury wine buyers who buy occasionally, driving 40% of the market, reduced the frequency of their “occasional.”  Simple enough.

However, as the market rebounds, and if reports are true that occasional trading up is by this buying segment may be stunted by the quality consumers are seeing at lower price points, how does a winery induce interest?

It’s all about the story.

The WBM article and the Wine Intelligence research went on to detail the top cues for occasional wine buyers, noting: “…Unlike their luxury counterparts, they seek reassurance in their purchasing because they are not as familiar with fine wine.”  Reassurance in the form of a story. 

The article continues, quoting Erica Donoho of Wine Intelligence, “It’s important for them when they are buying less frequently to have some sort of measure of safety.  A well-known wine producer is a safe bet for them.”  Left unsaid is the fact that “well-known” is a relative term, but “familiar” is obviously the antidote and stories can create that sense of familiarity.

However, as news articles are wont to do, they provided the list of story cues that occasional luxury wine buyers are looking for, but no larger context for what constitutes a good story.

I did some additional research analyzing two books on the topic – Made to Stick and The Story Factor.  The below acts as sort of recipe book for a winery to create their own story that resonates. When viewed sequentially, the first visual offers the six fundamentals of a “sticky” idea, ending with a good story.  The second visual offers the six types of stories.  The third visual offers the seven types of story themes that occasional luxury wine buyers are looking for and the fourth visual, well, that’s when you know you’re hitting all cylinders.

Made to Stick:  6 Keys to a “Sticky” Idea

The Story Factor:  Six Distinct Types of Stories

Wine Intelligence Research: The Seven Top Buying Cues / Story Angles for Occasional Luxury Wine Buyers

What Happens when a Story Hits the Spot?