About one year ago, I invited the wine professional, wine and marketing consultant Priscilla Hennekam from Australia, to talk about The Challenges of Wine Language on my show, Wines of Italy LiveStream. I decided to republish it as the topic is as current as ever.
My idea was to discuss how language changes over time, so also the wine language, and how there is a need for a more inclusive language right now.
Objective wine tasting and analysis do have certain rules and parameters to follow that are taught in sommelier, WSET courses, etc., but that does not mean that we all need to limit ourselves to the quite narrow language used within those parameters.
There are many ways to analyze or describe a wine, it does not have to be limited to one set of vocabulary. Wine does, furthermore, not have to be reduced to certain repetitive tasting notes.
There can be many connotations, meanings associated with wine. And, should not wine be about enjoyment and experience? It ought to be about listening to the taster/consumer and letting them experience the wine in their own way. This does not mean that wine professionals cannot be a support to give input when needed, without imposing their own opinions.
The need for an evolved wine language is linked to a more open-minded wine industry that embraces change and innovation. We need to listen more to our consumers and understand their wants and needs in order to overcome declining sales and attract younger generations.
The conversation covers
…challenges in the wine market, including declining sales and the younger generation's disinterest in traditional wines. We both agree that the industry must adapt by focusing on consumer engagement rather than overwhelming them with technical details. We advocate for a more humble approach that emphasizes storytelling, experience, and connection. Priscilla also shares her insights on what she sees as the lack of flexibility in traditional wine education and the importance of innovation in maintaining the industry's future relevance.
The episode concludes with a thoughtful look at the future of wine marketing and the potential for positive change.
Livestream sequences:
00:00 Introduction and Guest Welcome
00:21 Guest Background and Business Overview
02:29 Challenges in the Wine Industry
05:21 Consumer Engagement and Education
14:27 Innovation in the Wine Industry
30:12 Italian Wines in Australia
35:55 Conclusion and Final Thoughts
Read more in the article on my website HERE.
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