‘Family owned’ is often presented as a badge of honour in introducing a winery or estate, a little like ‘old vines’ or ‘special cuvée’ on a wine label. It’s a tool regularly used when selling wine to consumers – that being family owned equates to higher values and a commitment to better quality.
The concepts of pride of ownership, legacy, continuity and longevity (rather than instant gratification) are deeply engaging. They speak to our core humanity and desire for perpetuity. Story is all, and a story about real people is likely to generate a more visceral audience reaction – and a more compelling reason to buy a wine – than a tale of soil, clones or rootstocks.