Constructing the value of Pinot Noir: a qualitative study of producer narratives and online brand communication

<jats:sec> <jats:title>Purpose</jats:title> <jats:p>This paper aims to examine how the value of Pinot Noir is constructed in Hungary through producer discourse and online brand communication, with particular attention to narrative and visual meaning-making in a niche premium wine category.</jats:p> </jats:sec> <jats:sec> <jats:title>Design/methodology/approach</jats:title> <jats:p>The study adopts an exploratory qualitative design based on two complementary data sources: semi-structured interviews with Hungarian wine professionals (n = 7) and qualitative analysis of publicly accessible online communication materials related to Hungarian Pinot Noir, including winery websites, product pages and retail platforms. The material was analysed through thematic coding and cross-source comparison.</jats:p> </jats:sec> <jats:sec> <jats:title>Findings</jats:title> <jats:p>Pinot Noir emerges as a culturally coded premium variety associated with elegance, duality, subtle complexity, reflective consumption and meaningful occasions. Interview discourse emphasises slowing down, intimacy, emotional depth and occasion-making, while online communication foregrounds refinement, terroir, legitimacy and visual coherence. The findings suggest that value is constructed less through directly observable co-creation than through communicative framing that anticipates and guides interpretation.</jats:p> </jats:sec> <jats:sec> <jats:title>Research limitations/implications</jats:title> <jats:p>The study is exploratory, qualitative and context-specific. The sample is not statistically representative and does not include direct consumer data. Future research could include consumer interviews and comparative or longitudinal designs.</jats:p> </jats:sec> <jats:sec> <jats:title>Practical implications</jats:title> <jats:p>Wineries should strengthen narrative coherence across channels and use digital communication more strategically to frame Pinot Noir’s value.</jats:p> </jats:sec> <jats:sec> <jats:title>Social implications</jats:title> <jats:p>Premium wine communication may encourage more reflective and culturally mediated consumption.</jats:p> </jats:sec> <jats:sec> <jats:title>Originality/value</jats:title> <jats:p>The paper offers a grape-variety-specific, communication-centred perspective on wine value construction beyond product attributes and origin alone.</jats:p> </jats:sec>