The storytelling secrets of successful wine branding

What better way to celebrate Valentine's Day than writing about my love of wine! And now long and dry January's over I'm excited to buy, sniff, drink and talk about it!

Valentine's Day Vino xoxo

You're standing in the wine aisle, scanning a sea of bottles. You haven’t tasted most of them (or perhaps if you're me you've tried most of the reds), and you can’t exactly pop one open for a sip. Yet somehow, one label makes you pause. You pick it up. You’re already imagining the first pour.

That’s not an accident.

Before you taste a drop, you’ve been drawn in by a story – one carefully crafted to make you feel something. And in the world of wine, that story can be as intoxicating as the vintage itself.

Unlocking the power of place

The strongest wine stories begin where the grapes grow. Winemakers know that place sells but it’s never just a map point. It’s the morning fog rolling through Napa Valley. It’s the clay-rich soil of Rioja. It’s the hand-harvested grapes from a family plot in Burgundy.

Old-world brands often lean on legacy and tradition:

From the same hillside in Tuscany our family has tended for over 200 years…”

New-world brands might champion innovation and bold experimentation:

“Born on the windswept coast of New Zealand, crafted for the adventurous palate…”

Origin stories create emotional geography – a way for customers to feel connected to the land before tasting the wine.

What better place to enjoy wine?

The label’s silent seduction

A wine label is a silent storyteller with only a few seconds to win you over. It isn’t just decoration. It’s the first chapter of the wine’s personality.

• The typography can whisper elegance or shout modern rebellion.

• Colour palettes set the tone. Deep burgundy for richness, crisp white for freshness and gold for luxury.

• Imagery ranges from heraldic crests to whimsical sketches, signalling whether a wine is refined, playful, or mysterious.

Words, woofers and wine – the perfect combo

Exposing the name

The right name turns a bottle into a conversation starter. A name can make you curious, nostalgic, or even a little proud to place that bottle on the dinner table or give as a gift.

• Some evoke nature, freshness, authenticity, and a sense of place: Silverleaf, Stonebrook, Wildflower.

• Others hint at myth and mystery, invite intrigue and create an air of discovery: Minerva’s Secret, The Alchemist’s Blend.

• Quirky and playful names can make wine approachable for younger or first-time buyers: Fat Bastard, Jam Jar, 19 Crimes, Kung Fu Girl.

• Regal and refined titles that carry history, prestige, and the aura of luxury appeal to traditionalists: Château Margaux, Barone Ricasoli, Domaine de la Romanée-Conti, Marquis de Riscal.

If you're buying, mine's a large malbec

Unspoken illusions

In modern wine marketing, you’re not just buying a drink, you’re buying an identity. Social media campaigns show sun-drenched picnics, candlelit dinners, friends laughing around fire pits. The message is clear: This wine isn’t just in your glass; it’s in your life.

The most effective brands make customers imagine not just drinking the wine, but living the moments it promises.

19 Crimes focuses on the history of British convicts who were exiled to Australia. The labels feature portraits and when scanned with the 19 Crimes app, they come to life sharing their stories. The brand also uses augmented reality to bring their story to life.

Tasting notes as whispered promises

Even the tasting descriptions are a form of story telling. Let's compare: “Dry red wine with notes of fruit and spice" vs: “A bold Merlot with aromas of ripe blackberry and cedar, finishing with a whisper of dark chocolate.” The latter makes you see, smell, and taste before the cork is even pulled.

This Malbec grabbed my attention – what a story. The Wanderer is the perfect wine for those with an adventurous spirit and a curiosity to explore. And with a strapline like this, what's stopping you? "Those who boldly seek shall find..."

The Wandered Malbec's story

Speaking as the insider friend

Once upon a time, wine marketing spoke in the language of sommeliers – technical, precise, often intimidating. Today, many successful brands speak like a friend recommending a favourite bottle. These businesses appear approachable, playful, and inclusive. By removing the fear of getting it wrong, brands invite more people into the wine world – and more stories begin.

Final Pour

In the end, wine branding is less about selling fermented grapes and more about selling a feeling, a journey, a moment you can hold in your hand. The most successful bottles don’t just tell you what’s inside; they tell you why it matters to you.

Because in wine, as in life, the best stories are the ones worth sharing – preferably over a full glass around an open fire at Christmas time.

Perfect time for wine

You can check out the best wine labels in 2024 here.

If you'd like some wine recommendations for 2025, The Wine Society could help you out, take a look.

Or download the Vivino App

Also, if anyone knows how I can become a wine taster/scorer/critic let me know!