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Georgia Tells its Story: Wine Marketing Through Storytelling
Södertörn University, School of Social Sciences, Business Studies.ORCID iD: 0000-0001-8939-1105
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.ORCID iD: 0000-0002-4885-6014
2019 (English)Report (Other academic)
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.

Place, publisher, year, edition, pages
New York: American Association Of Wine Economists , 2019. , p. 15
Series
AAWE Working Paper ; 240
Keywords [en]
Georgia, Storytelling, Vintages, Wine Marketing
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
URN: urn:nbn:se:sh:diva-38141OAI: oai:DiVA.org:sh-38141DiVA, id: diva2:1316352
Available from: 2019-05-17 Created: 2019-05-17 Last updated: 2019-05-17Bibliographically approved

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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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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf