How heritage storytelling at distilleries creates a competitive advantage on the Bourbon market
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The whiskey distillery industry has been going through a massive growth the past few years. The $8.6 billion industry has a following of novel, loyal and avid consumers that are willing to pay a pretty penny for a bottle. The "bourbon boom" as many have coined it, has led to new distilleries popping up around the country and brands are trying to differentiate their product from the rest. Due to the longstanding history of whiskey in the U.S. many distilleries turn to heritage storytelling as a brand strategy, but new brands entering the market may not have a legacy or heritage to turn to. Because of the high demand for product and saturation of the market, how and why a distillery chooses to tell its story could make or break consumer attraction. In order to understand the role of heritage storytelling on consumer demand, I conducted in-depth, semi-structured interviews with distillery owners and marketing strategists at 11 distilleries, ranging in size, region and type. We discussed how heritage storytelling at distilleries creates a competitive advantage on the bourbon market and how new craft distilleries will market themselves without having innate history.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.