Developing a storytelling experience: the case of craft spirits distilleries in Chicago

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.