The (Tall) Tale of Whiskey

“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

Barterhouse

It’s a “tale as old as time. Song as old as rhyme.” No, it’s not Beauty and the Beast. It’s more or less the origin story of this whiskey and that whiskey…or so we’ve been told.

The reality is we all live as story. Story defines us as humans. Story inspires us. It’s why so many of us are drawn to religion. It’s why we gather together in dark rooms and stare at large screens for hours on end, gazing at moving pictures. It’s why we hunker down on our couches and flip through the hundreds of pages of our favorite books. Story is woven into the fabric of human life. We are story.

This is precisely why distilleries use story, real or not, to peddle their products. True or not, these tales of lore, accidents, mishaps, and fortune draw us in. They make some of us grab their shiny bottles off the shelves faster than light leaving the rest of us in want. They cause others of us to question and therefore leave these self-proclaimed “shelf turds” for the next “naive” victim. Still, others of us buy a pour or even a bottle just to explore if the juice is worth the story and with mixed results publish our findings only to inspire, disuade, and irritate the masses in wait. Whatever your personal mantra, as a collective people, we crave story as much if not more than the liquid within the chalice.

Becuase of this, at the end of the day, the distilleries win. They win because story wins.  And therefore, I believe we win…well as long as the juice is worth the price of admission to the tale being woven. At least, that’s my story.

Cheers to the tipple and to the text! Keep living and drinking your story.

“The greatest art in the world is the art of storytelling.” – Cecil B. DeMille

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