The Internet Drives Our Thirst For Narrative.

Every business, foundation, technology and especially every brand, requires a story.
People remember story long after they have forgotten the product.
All good salesmen know this.

Coffee & Wine Life’s Earth-Bound Passions
Building Brand Around Sustainability

Starbucks Shows The Path To Customer Preference For “Sustainability”
The path that Starbucks created with and for the concept of sustainable agriculture demonstrates how a business can increase brand preference by latching onto a trend or cause. Then, because of its size, Starbucks both advances societal good and sells more coffee. That idea may be a bit obtuse, but the analogy is Burger King turning it’s stores into a promotion for Mutant Ninja Turtles, to sell more movie tickets and burgers.
The stage is set for action: Coffee & Wine
  • Two popular drinks where differentiation among varietals and preparation are distinct
  • Two products that are wholly dependent on soil, location, climate and the care of the grower.
  • Two global agricultural crops where sustainability has a market value.

Starbucks has educated many folks on the value of sustainable agriculture. Now is the time for the savvy wine marketer to swoop in behind, leveraging that education, illustrating its value in fine wine, and their brand in particular

For the vintner, the question is how does his brand merchandise sustainability. Since most wineries are beyond ignorant in merchandising, that’s a moot point. For vintners, sustainability is real commitment, but when it comes to selling wine, sustainability is relegate to a page on the web site, only barely more important than the stainless steel fermentation tanks when it comes to selling product, (he said sarcastically)

Still the opportunity is real.

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