Aging Like Fine Wine: The Evolution of Digital Marketing communication through Archetypal Wine Brand Storytelling (AWBS)

In the digital era, storytelling has become an increasingly important marketing tool, particularly in the wine industry. While archetypal analysis has been utilized in general marketing contexts, its application to wine storytelling in digital spaces remains unexplored. Our research fills this gap by examining how leading wineries leverage universal archetypal narratives to identify distinctive elements that characterize a brand's communication strategy and style. The research design combines quantitative frequency analysis with qualitative content analysis. We analyzed the online presence of 24 globally recognized wineries, focusing on their utilization of Jungian archetypes in brand narratives. Our findings reveal a predominance of the Creator archetype, followed by the Sovereign, Hero, and Magician, offering novel insights into how the wine industry adapts these universal symbols to its specific context. This study's originality lies in its development of the Archetypal Wine Brand Storytelling (AWBS) model, a new framework for understanding and implementing archetypal narratives in digital wine marketing. This study will provide both theoretical insights and practical guidelines for wine companies looking to enhance their brand value through distinctive digital storytelling techniques. Our findings will contribute to the understanding of how archetypal theory can be applied to wine-specific branding strategies in the digital context, offering advancements in theory and practical implications for the competitive wine market.