What does storytelling have to do with wine? Wineries across the globe use stories to market their products. Chico State Professor Jim Downing recently published a study with his Family Business class that analyzed stories from 175 wineries in Napa.
His surprising finding: some wineries are on the wrong track.
Reporter Adia White sat down with Downing to find out what impact this research could have on the industry.
Listen to the story of the New Clairvaux winery on NPR.
And here's Jim Downing's research report on stories told by wineries.