What's the story?

With tradition and craftsmanship the cornerstones of many alcoholic beverage brands, storytelling has long been integral to brand expression in this category. However, in recent years, it has evolved into an essential consumer engagement mechanic that the industry has leveraged with verve. I have been in the industry for nearly 30 years and storytelling has always been there but since 2020 it has accelerated as a theme, says Simon Dipple, SVP international business development at luxury packaging designer BellaGiada. "I think the distinct difference today is that marketeers are using it as a mechanic to help them create stronger propositions. We have observed the larger, more established brands becoming more creative in their storytelling, as well as new entrants using storytelling to break through the noise. Nick Clark, executive creative director at Bloom Design, agrees that authenticity and origin are important values to convey in story...telling. "As consumer knowledge grows, so too does the thirst for authentic products and stories. As consumers become savvier, that story has to ring true, he notes.