Pierre Mora

Does Storytelling Add Value? The case of Bordeaux Fine Wines

Wine is a product for which producers tell many stories: story of their own family, story of their wine estate, story of their winemaking… as much communication signs. The wine drinker also refers to different stories to make his choice: his own history, his memories, his beliefs, his experience with wine are often requested to buy the ‘right’ wine in the wine shop. Even wine experts, wine journalitsts, wine blogers are charged to tell their story, among other as a justification of their skills or expertise. And wine tasting is often the starting point of many stories. Indeed, wine tasting is a sensorial and highly subjective aesthetic experience. Translating this organoleptic experience in comprehensible and shareable terms implies the abundant use of figurative language (Caballero, 2009): aromas and other characteristics of the wine are evoked by consumers as well as by wine experts, sometimes in a very poetic way, thanks to many metaphors. Indeed, as noted by Lehrer and Lehrer (2008, p. 114), “wines are described as masculine or feminine, muscular or sinewy, for example, in addition to being described as heavy or light, delicate or harsh”. Story ‑ or at least wine talk (Bach, 2008) ‑ itself can be part of the pleasure, when the experience is relived by periodically retelling the story of wine tasting or visit in a winery, when wine talk provides show off and admiration, but also allows learning, understanding, teaching and explaining. In such a context, one can ask what happens in markets driven by evoked images more than objective criteria.

Terroirs: Tell Me Where You Come From?

Where are you from? This question of origin is fundamental and often follows with another question: who are you? There is often a close relationship between identity and geographical, geological, and climatic historical origin. This is why the term is so important as a tracking element in the wine world. The aim of this chapter is to understand what a terroir is and what its components are.

Introduction: Issues, Objectives, and Method

Throughout time, the act of producing and selling wines has alternated between a passion and a struggle. It takes passion to elevate the excellent assets supplied by nature and then through techniques invented by humans protect the quality and ensure the quantity. But it is also been a struggle since ancient times for winemakers to fight for, identify, protect, and develop their wine-growing areas, especially to ensure outlets close to their vineyards and also at the other side of the world.

The World of Brands

This chapter presents a series of wine brands in the world. For each brand, the reader will find three elements : components of its identity, apparent marketing policy, suggestions for differentiation. The analizes are based on perceptions, by definition limited to available information for the public, that is to say the most frequent situation for “an average consumer” in the world.

The World of Appellations

This chapter presents a series of appellations in the world. For each case, the reader will find components of its identity, aspects of its marketing policy or apparent positioning, and suggestions. It is important to note that these analizes are based on perceptions, by definition limited to available information for the public, that is to say the most frequent situation for “an average” consumer, in the world.

Tools for Wine Differentiation and Positioning

The purpose of this chapter is to propose a series of classic analysis tools and adapt them to the wine brand positioning and appellation differentiation within the context of a global overproduction.

Wine Brand: Take It Easy?

The aim of this chapter is to understand what a wine brand is. We will see what is the “promise of a brand” and how it can represent a key factor for success.

When the E-Shopper Meets the Wine Industry

In the near future, real differentiation of wine might occur through the choice of distribution channels, specifically through e-business, which would provide an opportunity for wine producers to be relieved of their dependence on distributors and redefine the distribution of added value. The aim of this chapter is to assess online wine retailing today to better understand some trends of the e-shopper.

Identity, Segmentation, and Positioning

Finding its own position in a market will be easier if a firm clearly knows its identity and what its specific values are in its products. In this sense, no positioning is possible without knowing clearly the mission and the vision of the actor at the corporate level.

Understanding Consumer Behavior

Consumers behavior has long been stable. Then wine buyers started to desire differentiation. Their involvement with wine is now often complex. The aim of this chapter is to discover and understand the behavior of consumers and wine buyers.