Who is your wine? What is its behavior?

When developing your wine brand, it is essential that you answer the following: Who is your wine? What is its behavior?

I’m asking you to think beyond variety, vintage and origin. I want to know about the wine’s personality, its very being.

We’re always saying that wine is this most fascinating, living, breathing thing, so let’s give it life. Let’s cultivate your wine’s personality. In knowing who your wine is and defining its behavior, we can develop a round, consistent brand. In fact, answering the above questions is my absolute first step toward differentiating a wine in the market.

In a nutshell, I’m asking you to define your wine’s archetype, its basic human motivations, meanings, values and characteristics. By doing so, you’ll give your wine a backbone and connect emotionally with consumers…which I think is so much more important than the score that some critic happens to assign it.

The Archetypes of Wine

There are all kinds of archetype classifications out there, but I never felt satisfied with one set system when working on wine branding projects. So, I simply developed my own based on traditional Jungian psychology.

You have the Lover, the wine that wants to know you and all of you.

The Creator, a wine with somebody behind it. Perhaps a winemaker’s signature juice. It’s a form of self-expression that often uses innovative or uncommon techniques.