Category
Lifestyle
Assisted Choices
Trend cluster
Category
Narrative
Sommelier
Wine branding is increasingly incorporating visual and written stories.
3.1
Trend score
Trend
What is the Narrative Sommelier trend?
Narrative Sommelier: Wine labels are becoming less focused on relaying product information and more focused on enhancing the alcohol consumption experience through marketing narratives. This ties into the rise of wine culture, feeding into the principle idea of the sommelier: that wine is an experience beyond a simple product.
Trend themes
Themes within the Narrative Sommelier trend
Three behaviours holding the trend together01
Narrative Branding
Wine companies are focusing on creating a storytelling aspect through their unique and dynamic branding, allowing for a memorable wine experience.
02
Interactive Labeling
Wine companies have incorporated interactive labeling into their branding, opting for a unique way to get consumers to engage with the product and increase sales.
03
Experience-Driven Marketing
Wine companies are prioritizing creating an experience-driven wine drinking experience through their branding, allowing the customer to feel more involved in the process.
Industry implications
What the Narrative Sommelier trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can benefit from interactive branding and experience-driven marketing to create a more engaging food experience for their consumers.
For
Art and Design
The art and design industry can explore wine branding as a way to showcase their unique talents and create visually striking designs.
For
Literature
The literature industry can look to wine branding as a way to cross-promote their products and create a new experience for consumers who enjoy both wine and literature.
Workshop question
What tweaks in branding would make your offering stand out to consumers looking for a more experiential product?
Trend signals
Trend signals for Narrative Sommelier
Trend score 3.1 out of 10, from popularity 42%, activity 42%, freshness 8%.
Popularity42%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Narrative Sommelier trend
5 featured examples from Sep 27 to Nov 17, 2016CategoryLifestyle
Storytelling Wine Labels
These Wine Label Designs Feature Short Stories On Them
Wineries can differentiate themselves from competitors by incorporating unique and interactive elements in their wine labels, such as storytelling.
CategoryLifestyle
Party-Themed Wine Bottles
These Spanish Wines Were Designed by the Agency 'Enserio'
Disruptive Innovation Opportunity: Incorporate creative and thematic designs into wine packaging to enhance brand identity and consumer engagement.
CategoryLifestyle
Mythical Wine Branding
This Wine Branding Takes Its Inspiration from Myths and Astronomy
This industry can incorporate vibrant and mythical branding to differentiate their wine products and appeal to younger, design-conscious consumers.
CategoryMarketing
Adventure-Inspired Wine Bottles
This Branding Was Inspired by the Books of Miquel De Cervantes
Integrating storytelling and artistic elements into wine packaging to create memorable and differentiated brands.
CategoryMarketing
Song-Inspired Wines
This Musical Wine Branding Features Dynamic Hand-Drawn Art
The wine and spirits industry can benefit from incorporating unique branding elements into their products to attract consumers.
