(Meininger) - Wine is inherently a discovery category. And people want to unearth, uncover, and reveal a story, much as they do with wine. While select wine audiences may be interested in the facts, figures, and data, it is the story that draws people in, to become a part of the brand, and ideally a loyal customer.

However, in a cluttered US wine market of 380m case sales per annum – of which two-thirds are produced by the top ten companies – getting wine to the shelf is a major task, much less getting an effective story told. So how do you capture the hearts and minds of an audience through great stories?

American author John Steinbeck once said: “A great lasting story is about everyone or it will not last. The strange and foreign is not interesting – only the deeply personal and familiar.” For an audience to find a small part of themselves in a story and feel a sense of identity is critical. A compelling story must also be adaptable across multiple platforms.