# Narrative Sommelier Wine branding is increasingly incorporating visual and written stories. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 18, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/narrative-wines ## Key Figures - Trend score: 3.1/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 27 to Nov 17, 2016 - Published: Nov 18, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Narrative Sommelier trend ### Narrative Branding Wine companies are focusing on creating a storytelling aspect through their unique and dynamic branding, allowing for a memorable wine experience. ### 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. ### 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. ## What the Narrative Sommelier trend means for industry ### For 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 for Narrative Sommelier Trend score 3.1 out of 10, from popularity 42%, activity 42%, freshness 8%. - Popularity: 42% - Activity: 42% - Freshness: 8% ## Examples of the Narrative Sommelier trend 5 featured examples from Sep 27 to Nov 17, 2016. - [Storytelling Wine Labels](https://www.trendhunter.com/trends/short-stories): These Wine Label Designs Feature Short Stories On Them (Category: Lifestyle) Implication: Wineries can differentiate themselves from competitors by incorporating unique and interactive elements in their wine labels, such as storytelling. - [Party-Themed Wine Bottles](https://www.trendhunter.com/trends/enserio): These Spanish Wines Were Designed by the Agency 'Enserio' (Category: Lifestyle) Implication: Disruptive Innovation Opportunity: Incorporate creative and thematic designs into wine packaging to enhance brand identity and consumer engagement. - [Mythical Wine Branding](https://www.trendhunter.com/trends/mythical-wine): This Wine Branding Takes Its Inspiration from Myths and Astronomy (Category: Lifestyle) Implication: This industry can incorporate vibrant and mythical branding to differentiate their wine products and appeal to younger, design-conscious consumers. - [Adventure-Inspired Wine Bottles](https://www.trendhunter.com/trends/miguel-de-cervantes): This Branding Was Inspired by the Books of Miquel De Cervantes (Category: Marketing) Implication: Integrating storytelling and artistic elements into wine packaging to create memorable and differentiated brands. - [Song-Inspired Wines](https://www.trendhunter.com/trends/musical-wine): This Musical Wine Branding Features Dynamic Hand-Drawn Art (Category: Marketing) Implication: The wine and spirits industry can benefit from incorporating unique branding elements into their products to attract consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)