How Does Wine Tell a Story? The Consumer Narratives of Pinot Noir
Agnes Csiba-Herczeg
Máté Farkas-Kis
When choosing a product, how you feel about your decision is of paramount importance. It is therefore important to consider the context in which the product is advertised and the feelings it evokes. In marketing communications, the impact on consumers' emotions is a key element, especially for premium products such as wine (Charters & Pettigrew, 2005). Visual elements, text messages and emotional marketing play a particularly important role in positioning wines and building brand loyalty.
Drinking Pinot Noir is not an everyday habit for the average person. Consumers who prefer this wine are targeted and do not typically pick it up spontaneously from the shelf as they walk through the store. There are many reasons for this, but this research aims to investigate the communication tools used by Pinot Noir producers to reach their consumers. The psychological and cultural aspects of wine choice have been explored in previous research, which has shown that for premium wines, consumer choice is strongly influenced by perceived quality and brand image. Wine consumers' purchasing decisions are influenced by a number of factors, including price, origin, perceived quality and brand identification (Lockshin & Corsi, 2012).
The study follows a qualitative methodology. Data will be collected from three sources:
(1) online product exposure,
(2) print advertising,
(3) personal feedback on Pinot Noir from winemakers and wine consumers.
The research is exploratory in nature, aiming to identify the cultural characteristics that are both specific to Pinot Noir and independent of its geographical location, i.e. the "stylistic characteristics" of the wine. On the other hand, we want to find out what kind of terminology accompanies it in the 21st century, whether there are geographical, national aspects in the positioning of wine. In the case of wine, the cultural context plays an important role in shaping the narrative of a product, as the history and origin of a wine have a significant impact on consumer perception.
Máté Farkas-Kis has a PhD in management and organization and is a researcher in the field of behavioral decision making and consumer behavior. He was introduced to winemaking as a young child, as his grandfather was a hobby winemaker in Kiskunság, Hungary. His Italian Riesling won several gold medals in regional wine competitions. It was here that he was introduced to the art of viticulture and winemaking, which played a decisive role in his youth. He is currently involved in research, organizational development and education. His main interest is in how targeted development of cognitive mathematical skills can influence decision making and reduce the development of mathematical anxiety.
Ágnes Csiba-Herczeg is an internationally recognized wine expert, researcher, and strategic consultant specializing in wine market development, consumer behavior, and sustainable packaging solutions. She holds a PhD in Business Administration and a Master’s Degree in Marketing (summa cum laude), along with the WSET Diploma. With over 25 years of experience in the wine industry, she has played a key role in developing and positioning Hungarian wines on both domestic and international markets. Dr. Csiba-Herczeg serves as a senior researcher at Tokaj-Hegyalja University and the University of Pécs, focusing on wine market development, consumer behavior and sustainability in the wine sector. In 2019, she won the prestigious Future 50 Award. She is actively involved in wine education and market development, working as a wine strategy advisor for SPAR Hungary and collaborating with various wine regions to enhance their market presence.