The Michelin Guide Started as a Bit of Clever Marketing
How a niche guidebook created to sell more tires turned into the most well-known name in dining
I recently went down a rabbit hole to learn about the relationship between Michelin tires and the Michelin guide and found something very interesting: Did you know that the Michelin Star program started as a marketing effort by the Michelin Tire Company to encourage people to drive more?
For those like me who didn’t know this, here’s a quick history lesson:
In the early 1900s, the first Michelin Guide was published, free of charge, to encourage more road trips (and, therefore, drive—no pun intended, I swear t.g.—more tire sales). It included maps, tire repair instructions, car mechanics listings, hotels, and gas stations. But in the 1920s, the guide became a paid publication, and the restaurant section gained popularity.
The guide became so influential that the Michelin brothers, André and Édouard, started recruiting mystery diners to visit, inspect, and review restaurants anonymously, awarding stars only to the best. And I shit you not; over a century later, a tire company’s side project is now one of the most elite distinctions in the hospitality world. Who knew?!
Okay, but what does this have to do with wine marketing, Heather?
A lot, actually. Like the early Michelin Guide, marketing our wine can start with a desire to help.
Yes, the goal of marketing is to sell more wine, but sales happen more naturally (not to mention sustainably) when you’re solving real problems for your customers.
So, instead of asking How can I sell more wine? A better question could be, What’s standing between my customer and buying more wine?
Is it convenience? How easy is it to buy your wine? Can they order it online? How many clicks does it take to order your wine for the first time? The second time? Are shipping options clear?
Not knowing what wine they like? Are you providing clear descriptions of your wine that most people can understand regardless of experience level? Helping them choose between wines? Offering easy starter packs?
Not knowing what to bring to a dinner party? Are you making it easy to match wines to occasions, like “perfect host gift bundle” or “food-friendly reds”?
Value? Are you clearly explaining why your wine is worth the price by sharing information about its quality, farming practices, craftmanship, limited production, or the joy to be had when it’s opened and shared?
Intimidation? Are you making wine feel welcoming instead of exclusive? Are you teaching without being a condescending dick?
Helping Doesn’t Mean Overexplaining
You don’t need to infodump (unless your customer is a receptive wine nerd, like me, in which case, infodump away!). You can help by creating simple, confidence-building pathways for them. Clear tasting notes, helpful signs in your tasting room, or marketing communications that say something like, “If you like this, then you’ll probably like this too!”
The long and short of it is that you want to make it super easy for your customers to buy your wine. Eliminate friction and doubt wherever possible, and surprise and delight often.
Here are some examples of helpful wine marketing inspired by the Michelin Guide:
For Selling Wine: Help your customer choose the right wine for their situation without overwhelm.
Starter Packs: “Not sure where to start? Take home a pack of our fans’ three favorites!”
Occasion Bundles: “Hosting a dinner party? This bundle is food- and people- friendly, designed to complement whoever is at and whatever is on the table.”
Tasting Notes and Food Pairing Guide: “Our Santa Maria Valley Pinot Noir is light-bodied with well-balanced acidity, featuring aromas of wild strawberries, dried flowers, and a touch of spice. Pair this with grilled cheese (as fancy or as classic as you like!)”
If you like this, then you’ll like that: “We see that you’ve bought our Sauvignon Blanc in the past! If you liked that, then we think you’ll also love our newly released Vermentino! It’s bright, fresh, and perfect for patio season!”
Blind Tasting Kits (for the nerds): “Put Your Palate to the Test: Each kit includes three mystery bottles (covered with reusable drawstring bags), a tasting wheel, and a notepad to make your calls. After your big reveal, see who got the closest!”
For Selling Your Tasting Room Experience
Simple Reservation Flow: “Visiting us is easy: Pick a date, choose a flight, and show up ready to enjoy your time!”
Guide to the Area: After booking, send an automated follow-up email with a curated guide to the area, including information on where to stay, where to eat, and other must-visit spots nearby. This is also a great opportunity to recommend other nearby wineries that share your values (and if they offer two-for-one tastings that you can share with your guests, even better!)
Clear Flight Options: Ideally, offer one tasting list to reduce overwhelm. But if you have multiple, label them with the customer journey in mind:
"Start Here Flight" (for first-timers)
"Red Wine Flight"
"White Wine Flight"
"Members-Only Flight"
For Building Loyalty and Community
Subscription Service or Loyalty Points Program: Offer a subscription service that allows customers to receive wine they love on an automated schedule so they never run out of great wine. Or let customers earn points with every purchase that they can redeem for special discounts, merch, or shipping specials.
Helpful Post-Purchase Touchpoints:
“Loved that Pinot? Here’s a recipe it pairs perfectly with, plus easy substitutions for dietary needs.”
Send them a link to a playlist (on a licensed platform like Spotify or Apple Music) with some of the music that was on during their visit so they can relive their awesome time—never underestimate nostalgia.
Prepare guests for events with a helpful checklist email. Include the local weather forecast, suggestions for what to bring (such as sunscreen or jackets if needed), and a lookbook of outfit inspiration if that's the vibe of your target customer.
Membership Starter Kit or Member for a Day Event: Invite newcomers to experience membership benefits without the full commitment. "Become a Member for a Day: Enjoy exclusive pours, members-only seating, and 10% off wines for the day—no strings attached." Or, offer a 'Starter Kit' that includes a mini-bundle of limited wines + a one-time tasting experience so they can ‘try before they buy.’
The Bottom Line
The Michelin brothers set out to solve a simple problem: help people travel better (so they could sell more tires), and by doing so, accidentally created something bigger than anyone could have imagined.
You can do the same thing with your wine marketing.
Focus on solving the real problems your customers are facing related to your product or service, and you’ll sell more wine. Sales follow service. ‘Tis elementary, dear Watson.
(This last line is from AI, and I had to include it because it made me cringe/laugh): That’s the real five-star experience.
Related Posts & Resources
Here are some posts and resources related to all of this:
