The purpose of this study is to identify how craft spirits distilleries use elements of the storytelling narrative as part of a storytelling marketing strategy.,A case study approach was undertaken based on seven craft distilleries in and around Chicago, IL. Data were collected from various sources including direct observation and secondary data based on online press coverage company websites and social media.,In the sample of firms, the authors identified the following seven categories of storytelling themes: craft, innovation, origins, myth, celebrity, provenance and collectability. These categories comprise both functional and emotional components which are strongly associated with the concept of authenticity.,This research is the first of its kind to investigate storytelling within the craft spirits sector. The results are relevant to develop strategies for marketing craft spirits brands. Findings are relevant for spirits distilleries in Chicago, IL but have transferable learnings for beverage categories who desire to stage meaningful, valued customer experiences.

中文翻译：

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发展讲故事的经验：芝加哥精酿蒸馏厂的案例

这项研究的目的是确定工艺精神蒸馏厂如何将讲故事的元素用作讲故事营销策略的一部分。基于伊利诺伊州芝加哥及其周边地区的七个工艺蒸馏室进行了案例研究。数据来自各种来源，包括直接观察和基于在线新闻报道公司网站和社交媒体的辅助数据。在公司样本中，作者确定了以下七个叙事主题类别：工艺，创新，起源，神话，名人，出处和可收藏性。这些类别包括功能性和情感性成分，它们与真实性概念密切相关。本项研究是手工艺品领域中讲故事的第一个此类研究。结果与制定手工艺品烈酒品牌的营销策略有关。这些发现与伊利诺伊州芝加哥的烈酒蒸馏厂相关，但对于希望举办有意义的，有价值的客户体验的饮料类别而言，这些研究具有可移植的知识。