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Jim Downing
Adia White

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.