In the 21st century, homes are full of big brands and mass-produced wares. Wine is one of the few craft products that a consumer is regularly in contact with and should be marketed as such. The key is to provide an engaging experience along with an engaging product. Emphasize authenticity, artistry, and a deep connection to place & tradition. Here are five ways to frame your wine as a craft product and build a story around your brand.
1. Put Forward a Story & Philosophy
- Winemaker’s Philosophy – Highlight the winemaker’s vision, hands-on approach, and dedication to small-batch production.
- Vineyard Origins – Emphasize terroir, sustainability practices, and how the land influences the wine’s characteristics. Wine is very tied to the land that produces it. It’s a way for a customer to travel.
- Heritage & Passion – Share the winery’s history and the personal journey behind its creation. If it’s a family business, emphasize how a legacy has been built over time and the vision for the future.
2. Showcase the Craft & Technique
- Detail traditional or innovative methods used, such as minimal intervention, native yeast fermentation, or barrel choices.
- Explain how the variables from year to year make each vintage unique.
- Ensure your website and labels tell the story of how the wine is made- hand-picked grapes, native fermentation, aged in neutral oak, etc.
3. Emphasize Local Knowledge & Traditions
- Align your wine within the broader craft movement- handmade, slower living, local pride. Reference associated values like sustainability, quality, and creativity.
- Partner with local artists to produce labels and content; partner chefs to create unique events around wine. Collaborate with local craftspeople like cheesemakers or chocolatiers for unique pairings that continue the expression of the terroir beyond just the wine.
- Position your wine like a boutique product, similar to craft coffee or small-batch whiskey.
4. Create a Sense of Place
- Conjure a world for your wine and invite the customer to contextualize it in a distinct setting. Use storytelling and visuals to make them feel like they’re walking through your vineyard. Think scenic photography, drone footage, or even short documentary-style videos.
- Tell a story through packaging- a handwritten note or a small booklet attached to the bottle. Include materials that tell the story: maps of the vineyard, vintage-specific details, pairing suggestions, or the backstory of a wine’s name. Use etched, hand-drawn, or textured label designs to signal artisan craftsmanship.
- Frame your wines as a “taste of your region,” highlighting the uniqueness of your terroir and community (e.g., “Crafted on the fog-kissed hills of the Pacific Coast”).
5. Build Community, Not Consumers
- Develop a wine club with an emphasis on personal connection- benefits include notes from the winemaker, early access to special releases, and intimate on-site experiences that make members feel like part of the process.
- Let club members feel as they’re part of an inside circle, even if they live across the country; Offer virtual or remote experiences for members that aren’t local.
- Use newsletters and social media to build an ongoing conversation- updates on harvest, blending, bottling days, and everything in between.
Wine is just as much about culture and storytelling as it is consuming a product. If you create a unique story around your wine that reflects the people that make it, it will encourage people to share it with others.