Does storytelling add value to fine Bordeaux wines?

Pierre Mora · Florine Livat

54 citations0/0 files storedWine Economics and Policy

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

The purpose of this paper is to understand if the use of a vineyard's storytelling helps to better understand the position of each vintage in a niche and luxury market. Two main objectives structure this article: discovering what criteria constitutes the narratives of corporate communications of the Grand Crus market on the first hand and to studying the positioning of the different communications styles depending on the designation of origin on the other hand. The methodology of this research is based on a lexicographic analysis of the corporate communications of the 132 chateaux members of the Union des Grands Crus. The results show that 13 components form the basis of the narratives. According to the appellations of origin, four main styles of communication can be identified. The research also shows a link between the price level of the wine and the style of the corporate storytelling. There has been a strong increase in the price of Grands Crus from Bordeaux in recent years. The price increase is not explained by the objective value of these products but rather their symbolic position and image evoked of a world of luxury. Moreover, it seems that these images generate little differentiation among wine brands, while they all claim that they are unique.

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References

2008When consumers and brands talk: Storytelling theory and research in psychology and marketing 1997Estimation of a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?1997The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine 1999The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business 2003Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand 1995Hedonic price functions and the measurement of preferences: The case of Swedish wine consumers 2019Quality Expectations, Reputation and Price 2001Hedonic Wine Price Functions and Measurement Error

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2021Brand narratives: Content and consequences among heritage brands 2020Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists 2022Influence of wine storytelling on the global wine tourism experience 2019E-Storytelling and Wine Tourism Branding: Insights from the “Wine Roads of Northern Greece”2015Stratégies d’artification dans le domaine du luxe. Le cas des vins de prestige

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