5대 샤토 와인의 스토리텔링 적용 연구

This study derived key words based on the historical and factual background of five major Chateaus. Based on the image that emerged, we extracted the concept of storytelling and created a slogan that would be useful to marketers. Old wine plays a fundamental role in storytelling that impresses wine consumers and creates a memorable time. According to the analysis, Château Haut Brion storytelling concept was derived as 'challenging and fair bargaining power' and 'turn the unreasonable negotiation into 'A wine!'. Château Margaux's storytelling concept derives 'complement of love' and the promotional slogan 'love like art B wine!'. Château Latour's storytelling concept was derived from 'stability of strong leadership' and 'trusted and trusted leaders drink C wine!'. The storytelling concept of Château Mouton-Rothschild was derived as 'balance of smell and charm' and the promotional slogan 'world of temptation is with D wine!'. Château Lafite-Rothschild storytelling concept was derived from 'the highest quality and maturity' and the promotional slogan 'feel like E wine at the top of the world!'. The research method of this study was designed to influence the consumers’ choice of wine by preparing key keywords, concepts, and promotional slogans. Also there are academic and practical implications of conducting exploratory research to give general application points for various wines.