A Story Makes It Taste Even Better

During a recent wine tour, I learned a lot about wine—and the value of a great story.

by Barry LaBov

Through a fantastic wine experience company named Destination Cellars, I recently toured the famed Napa and Sonoma wine country of northern California. Not only did I taste some great “cult” wines, but I also learned a secret of their success—one that applies to every company and brand, regardless of industry.

When I arrived for almost all of these winery tours, I expected to be greeted by winery staff, be given a brief tour of the vineyard and then sit down to begin the wine tastings. But I was wrong.

After being greeted—but before being able to tour the facilities—I was told each winery’s story. Not the what or the when of its ingredients, vineyard or process, but the who, how and why of the winery itself. Its history, its creation, its birth—the reason for it being there today.

For example, I learned of Paul Hobbs’ background as a farmer in New York and how he learned at the feet of French wine experts and later achieved his dream of pioneering wine production in Argentina.

I learned of the Fisher family (from Body by Fisher fame), and how dad started it with mom and how the kids are now taking it high-tech.

We had dinner with Mike and Treva Harris of Harris Estate Vineyards and learned of Mike’s background as a pediatric dentist who happened upon land in Napa that was extraordinary. As he wound down his practice, Treva was at the “ranch” (actually a defunct boys’ school property) dealing with soil experts who told her the land was the most fertile wine soil they’ve ever tested.

Each story helped me understand, appreciate and witness the passion and love the vintners have for their wines. And I have to admit, their stories made their wines special to me. I thoroughly enjoyed each winery’s offerings, and to this day I am a fan and consumer of each.

I did meet with one winery, however, that shared no personal story and sat us down in front of wine glasses. The wine didn’t feel or taste special to me. No comparison to Hobbs, Harris or Fisher. That wine is a highly rated wine, but they missed the opportunity to make it more special.

The same lessons from the story above are true in the business world as well. A customer can get a widget or a similar service just about anywhere, from just about anyone. But if you want customers to become a fan, to have passion about your company, they first need to know the story about why that widget was created. They need to know what makes you, your company, your product or your service unique. They need to know your story. Which means you need to be ready to share it at all times.

Our agency has a unique niche; we create marketing communications and training for corporations that sell through channels such as dealers, distributors or reps. But our story goes far beyond that. We’ve put together a video that tells the story, if you’re interested.

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