Table 5 Qualitative analysis of... | Emerald Publishing

Table 5

Qualitative analysis of marketing of tribally owned wineries

Topic	Identified themes	Illustrating quote
Marketing
	Geography	“The truth is like, Cherokees have not been here for a thousand years, we were moved here. So, we do not have like holy sites like the Black Hills, those Native Americans have been there for like a long, long time. So those have more sacred sites where we do not, I should not say we do not, but we do not see those as much here. So, if they took a picture of the Illinois river and put it on a bottle of wine, I do not think the Cherokees would have a right to say we were offended ‘because that's our sacred river’”
	Ceremonial Dress	“If you are Native American and you are marketing stuff that's of tribal, or of, um, traditional, you're allowed to do that. Say if you're a beader or you make regalia. That's fine. That's totally fine if you're marketing that business and it being used for the things it's supposed to be used for, like ceremonies”
	Ceremonial Dress	“they're going to be more likely to know how not to make it offensive versus someone who had no idea. But it's still right there at that line. It's getting close”
	Historic Figures	“That's just, I do not know, because most of our historic figures we look up to would be people who really fought for traditional things. So, I cannot see that being, being a positive but that would be up to the tribe. Another thing I think about it ‘oh my gosh, my grandma would kill me!’ That's a lot of the fight in Indian country nowadays is trying to keep ahead and be so integrated into the business models and resisting and that traditional stuff is really clashing and holy cow, it causes so much strife”
	Animals	“I could see the argument both ways, and it depends on how you market it I suppose. If you're going to do clever names and work that in the artwork and be catchy, I could see that getting people's attention. On the other hand, if you're going to do sacred animals and, do we really want to put, you know, the apostles on a bottle of wine? I could see the argument both ways on that one”
		“For us over here, it's a bear. And just a footprint of a bear, I know would make half of my family so angry, and the other half would say “Ah yeah, that's cool!” A lot of it is age. It's the younger generation that has, they've been out in the world a heck of a lot more. They have non-Native friends, and they have a lot more schooling and a lot more exposure to things that I think it definitely affects their decision making as far as what is appropriate and what is not appropriate as far as … My grandma would be ‘No, no no No’ … And the younger ones would be like ‘Yeah, you know, we're pretty proud of something that we're making, and this is, we're bear people. We need to have a bear on there. We need to make our mark on it’”
		“So, in my tribe, we have Bear Clan, Deer Clan, you know, Snipe Clan, Turtle Clan. All those things, those things are sacred to me, so I would not use that for marketing either. So, when there are things that are drawn up and use their emblems to support programs or made up a new program, those are the things we use. And that's to help things in our community. Where, this is using it to advertise alcohol, and I'm really against that, just because like I said, this means something to my culture”
	Totems	“Any kind of totems, that's, that's bad. Spirits, that's too personal, that would be like saying Jesus Wine. I'm not trying to be offensive, but I can see ‘Jesus Wine: This used to be water!’ So, what would be, you know, you have to be culturally sensitive especially when it comes to religious aspects because that's where you're going to step on toes faster than anywhere else – religion”
	Totems	“I think when we put those symbols on wine or the casino, that's not who we are as a Nation. And that's what we're saying, you know, that gambling is part of our heritage. So, when you put a star on there, or you put something that's heritage on there, then you say gambling is part of our Nation. And I know everyone in the world probably gambled at one time. But it's not something that was part of our Nation as a people”
	Tribal Language	“It would have to be left up to the tribe. But, for something like telling a story on the label, I was thinking about that. Gosh, would I be really bad with telling a story on the label in a traditional language? No? Because then there's that big education part of it that people might not be otherwise exposed to your language. And just the exposure that, like, there's still living Indians in this country, and that we still have things like our own language is a big deal. And, yeah, we're not just running around in loincloths and grunting, we're into some viticulture over here”
	Tribal Language	“Oh, I think that's super cool! especially the Cherokee tribe has a written language, and it's super awesome! I have a scarf written in the Cherokee language, and I think it's beautiful. I think it's a great idea [to market with]. Completely acceptable. 100% go!”
	Meaningful Objects	“Well, I think it's a bad marketing choice, ultimately speaking. But all those fall under the category of some of the previous ones. What are we selling? And do we want to become the Irish Pub of winemaking? Do we want to become that German guy in lederhosen you see when you go to Germany? I think a lot of traditional culture and cultural activities - they get drowned for the tourists. And ultimately, I think that those traditions are alive to a certain degree because of that, but it's sort of an undead sort of alive because they're not really being practiced. They're being put on a stage for people to draw tips from, and I do not think we should do that to ourselves if we do not have to”
	Meaningful Objects	“If those items had special significance outside of just being part of the tribe, but if there's a religious tone to them, like some people object to dream catchers, some tribes do not actually care because they were not particularly religious to them. You did it for its purpose but it was not, it just had a function of catching dreams, so depending on what you think people believe about those objects or symbols. Teepees, as far as I know those were just houses, so it's like putting a picture of a house on the bottle. Sure, go for it! But if you chose symbols and things decorating that teepee that make it out to be the tribe's priest or medicine man's teepee, then people might object. The number of people who might notice could be small but that could, in today's internet world, people could look it up and say ‘hey that symbols supposed to be … and look what they did!’”

Topic	Identified themes	Illustrating quote
Marketing
	Geography	“The truth is like, Cherokees have not been here for a thousand years, we were moved here. So, we do not have like holy sites like the Black Hills, those Native Americans have been there for like a long, long time. So those have more sacred sites where we do not, I should not say we do not, but we do not see those as much here. So, if they took a picture of the Illinois river and put it on a bottle of wine, I do not think the Cherokees would have a right to say we were offended ‘because that's our sacred river’”
	Ceremonial Dress	“If you are Native American and you are marketing stuff that's of tribal, or of, um, traditional, you're allowed to do that. Say if you're a beader or you make regalia. That's fine. That's totally fine if you're marketing that business and it being used for the things it's supposed to be used for, like ceremonies”
	Ceremonial Dress	“they're going to be more likely to know how not to make it offensive versus someone who had no idea. But it's still right there at that line. It's getting close”
	Historic Figures	“That's just, I do not know, because most of our historic figures we look up to would be people who really fought for traditional things. So, I cannot see that being, being a positive but that would be up to the tribe. Another thing I think about it ‘oh my gosh, my grandma would kill me!’ That's a lot of the fight in Indian country nowadays is trying to keep ahead and be so integrated into the business models and resisting and that traditional stuff is really clashing and holy cow, it causes so much strife”
	Animals	“I could see the argument both ways, and it depends on how you market it I suppose. If you're going to do clever names and work that in the artwork and be catchy, I could see that getting people's attention. On the other hand, if you're going to do sacred animals and, do we really want to put, you know, the apostles on a bottle of wine? I could see the argument both ways on that one”
		“For us over here, it's a bear. And just a footprint of a bear, I know would make half of my family so angry, and the other half would say “Ah yeah, that's cool!” A lot of it is age. It's the younger generation that has, they've been out in the world a heck of a lot more. They have non-Native friends, and they have a lot more schooling and a lot more exposure to things that I think it definitely affects their decision making as far as what is appropriate and what is not appropriate as far as … My grandma would be ‘No, no no No’ … And the younger ones would be like ‘Yeah, you know, we're pretty proud of something that we're making, and this is, we're bear people. We need to have a bear on there. We need to make our mark on it’”
		“So, in my tribe, we have Bear Clan, Deer Clan, you know, Snipe Clan, Turtle Clan. All those things, those things are sacred to me, so I would not use that for marketing either. So, when there are things that are drawn up and use their emblems to support programs or made up a new program, those are the things we use. And that's to help things in our community. Where, this is using it to advertise alcohol, and I'm really against that, just because like I said, this means something to my culture”
	Totems	“Any kind of totems, that's, that's bad. Spirits, that's too personal, that would be like saying Jesus Wine. I'm not trying to be offensive, but I can see ‘Jesus Wine: This used to be water!’ So, what would be, you know, you have to be culturally sensitive especially when it comes to religious aspects because that's where you're going to step on toes faster than anywhere else – religion”
	Totems	“I think when we put those symbols on wine or the casino, that's not who we are as a Nation. And that's what we're saying, you know, that gambling is part of our heritage. So, when you put a star on there, or you put something that's heritage on there, then you say gambling is part of our Nation. And I know everyone in the world probably gambled at one time. But it's not something that was part of our Nation as a people”
	Tribal Language	“It would have to be left up to the tribe. But, for something like telling a story on the label, I was thinking about that. Gosh, would I be really bad with telling a story on the label in a traditional language? No? Because then there's that big education part of it that people might not be otherwise exposed to your language. And just the exposure that, like, there's still living Indians in this country, and that we still have things like our own language is a big deal. And, yeah, we're not just running around in loincloths and grunting, we're into some viticulture over here”
	Tribal Language	“Oh, I think that's super cool! especially the Cherokee tribe has a written language, and it's super awesome! I have a scarf written in the Cherokee language, and I think it's beautiful. I think it's a great idea [to market with]. Completely acceptable. 100% go!”
	Meaningful Objects	“Well, I think it's a bad marketing choice, ultimately speaking. But all those fall under the category of some of the previous ones. What are we selling? And do we want to become the Irish Pub of winemaking? Do we want to become that German guy in lederhosen you see when you go to Germany? I think a lot of traditional culture and cultural activities - they get drowned for the tourists. And ultimately, I think that those traditions are alive to a certain degree because of that, but it's sort of an undead sort of alive because they're not really being practiced. They're being put on a stage for people to draw tips from, and I do not think we should do that to ourselves if we do not have to”
	Meaningful Objects	“If those items had special significance outside of just being part of the tribe, but if there's a religious tone to them, like some people object to dream catchers, some tribes do not actually care because they were not particularly religious to them. You did it for its purpose but it was not, it just had a function of catching dreams, so depending on what you think people believe about those objects or symbols. Teepees, as far as I know those were just houses, so it's like putting a picture of a house on the bottle. Sure, go for it! But if you chose symbols and things decorating that teepee that make it out to be the tribe's priest or medicine man's teepee, then people might object. The number of people who might notice could be small but that could, in today's internet world, people could look it up and say ‘hey that symbols supposed to be … and look what they did!’”