Storytelling and the wine market.

Storytelling describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics, or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values.

But what is the relationship between storytelling and the wine market? I believe we have to start by understanding what wine is in terms of product. I can simply define wine as an alcoholic beverage obtained from the fermentation of grape juice. It’s a very simple definition and very cold don’t you think?

I believe that the right definition of wine must bring with it all the historical burden, the tradition, the millennial cultural heritage, the bond with the territory, and so on. From all this together we can understand what wine really is and its importance in the history of mankind. Where I live, for example, wine is so ingrained in popular culture that even in my children’s elementary school math is taught using the vineyard and winemaking as a backdrop for operations.

For some peoples, wine is a ancient tradition that has always been there and is a fundamental part of the local culture and life of all. For others where there is no culture of wine production, only its consumption already brings the desire to understand what are the cultural differences and terroir of its production that make the wine of the same grape variety but different places have different characteristics.

In this context, over time the need has arisen to narrate for the consumer the link between tradition, history, territory, family, values, land, climate, among others, with the wine being consumed. From this was created the Wine Teller.

Published by Andre Silva

Master of Wine Culture, Communication and Management at University of Gastronomic Sciences of Pollenzo, Italy. WSET2 award in Wine and Spirits

One thought on “Storytelling and the wine market.

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