Skip to main content

Sticking to Your Roots

  • Chapter
Building Brand Authenticity
  • 914 Accesses


I’d recognize that picture anywhere — Max Schubert, legendary Australian winemaker and the inspiration behind one of the world’s greatest wines, Grange. What intrigued me more was the story. I’d just exited the arrivals hall at Melbourne airport and was waiting for a taxi. To my surprise there was a large billboard in front of me celebrating Schubert and Grange. The message was simple — ‘To those who do things for love, not money.’ Ironic, I thought. Penfold’s is now owned by conglomerate Fosters, a company that has long chastised the wine industry’s poor understanding of financial returns (and one at time of writing was delivering less than stellar returns itself due to poor wine sales). However, the message was a signal — Grange was being returned to its roots. After years of less than stellar wines and a commercially motivated brand extension, perhaps the marketing team behind this icon was recognizing why people paid over US$300 a bottle for this brand.

By modern standards and the length of time we have advertised, our advertising has changed relatively little. This is particularly true for the first 35 years, in which advertising remained black and white, long copy print ads telling stories about the special process (charcoal mellowing) we use to make our whiskey, the people who make it and the place they live (Lynchburg, Tennessee), and the history and heritage of the brand and its founder, Jasper Newton Daniel. Much of our advertising today still tells the same story.

(Gus Griffin, Global Managing Director, Jack Daniel’s, quoted in Drummond 2008, p. 18)

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 16.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 159.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Author information

Authors and Affiliations


Copyright information

© 2009 Michael Beverland

About this chapter

Cite this chapter

Beverland, M. (2009). Sticking to Your Roots. In: Building Brand Authenticity. Palgrave Macmillan, London.

Download citation

Publish with us

Policies and ethics