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Georgia Tells its Story: Wine Marketing Through Storytelling
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.ORCID-id: 0000-0001-8939-1105
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.ORCID-id: 0000-0002-4885-6014
2019 (engelsk)Rapport (Annet vitenskapelig)
Abstract [en]

Storytelling is a powerful marketing tool. It represents a form of content marketing that appeals to the imagination of the consumer. We have studied the use of storytelling by Georgian wine makers. As a wine country, the former Soviet republic of Georgia has a compelling story to tell. The country represents the cradle of wine and has an unbroken 8000 year old history of wine production. In addition to the story of the origin of Georgian wine, the country is still producing wine in a tradition that dates from the antiquity. The Qvevry production method is still in use in Georgia and produces wine with a very characteristic taste. Furthermore, some of the vineyards in Georgia has a long history and is related to historical buildings often depicted on the label of the wine bottle. Finally, the grapes are originally from Georgia and has been grown here for thousands of years. We have followed four vineyards and their history in order to depict how storytelling is used the wine industry in Georgia.

sted, utgiver, år, opplag, sider
New York: American Association Of Wine Economists , 2019. , s. 15
Serie
AAWE Working Paper ; 240
Emneord [en]
Georgia, Storytelling, Vintages, Wine Marketing
HSV kategori
Forskningsprogram
Politik, ekonomi och samhällets organisering
Identifikatorer
URN: urn:nbn:se:sh:diva-38141OAI: oai:DiVA.org:sh-38141DiVA, id: diva2:1316352
Tilgjengelig fra: 2019-05-17 Laget: 2019-05-17 Sist oppdatert: 2019-05-17bibliografisk kontrollert

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Georgia Tells its Story: Wine Marketing Through Storytelling

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Rytkönen, PaulinaVigerland, LarsBorg, Erik A.

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