Myths

Wine Mythology in Modern Storytelling

ISSUE 06

Myths

Wine Mythology in Modern Storytelling

ISSUE 06

Modern-day wine communication is grounded in ancient story and superstition. From angels tempted by the delicacy of Earth-made vintages, to creatures that inhabit wineries and positively influence winemaking and stories of legendary figures that become synonymous with a brand.

But why does wine have connections with the mythical and deific? To understand modern storytelling, we’ll go back in time…

Nectar of the Gods

Ancient mythology is soaked in wine: From the famous exploits of Roman and Greek gods of wine Bacchus and Dionysus, to Egyptian god of wine Shezmu, who dwelt in the underworld and bit the heads off newcomers to crush in his wine press. Further north, grape seeds dating from the Viking age have even been found, suggesting a link between Norse culture, mythology and winemaking.

Mystery is largely responsible for wine’s connection to the supernatural.
Tasting stars

Monks perfected winemaking over the years—and one name is even synonymous. According to legend, Dom Pérignon, a Benedictine monk, conducted laboratory-like experiments that gave rise to the méthode champenoise. (“Brothers, come quickly. I am drinking stars!” he called to his fellow monks after making his delicious discovery.)

Why do links with the supernatural exist?

After all, there are any number of beverages that could be lauded above others. Why wine? Why not milk, water or fruit juice? Mystery is largely responsible. As ancient wine consumers didn’t understand enology—only that wine “appeared” when crushed grapes were left in warm climates—winemaking was largely attributed to magical or divine forces. The effects of inebriation were also chalked up to the spirits’ influence.

When you added that grapes thrived in different soils, and red wine was blood-like in color, it only served to further connect wine to the idea of birth, life and immortality: essentially, the world of the gods and of great legends.

These days, despite a thorough understanding of enology and of the physiology behind responsible drinking, wine and its effects are no longer attributed to celestial or mystical forces. However, human beings are insatiably interested in the supernatural. For millennia storytellers have told of the supernatural, and now, writers and designers can employ these elements to craft brand storytelling that places myth and legend at their core.

We’re waiting to cultivate your story.