In the world of wine connoisseurs, attributes like distinctiveness, balance, and aging potential often dominate the conversation.
Professionals assess quality through these measurable traits, believing they define what great wine should be.
But as a passionate wine lover, I wondered how much these criteria resonate with the average consumer.
The overwhelming response I encountered was that they don’t.
The Connection to Wine
In late 2022, I teamed up with Jan Andrzejewski—a researcher and wine merchant—to explore this topic through tasting sessions and focus groups.
Our nearly 50 participants were predominantly casual wine drinkers, many of whom had never taken formal courses.
We posed a pivotal question: “What does good wine mean to you?”
The answers revealed a common thread: it’s all about the connection to the wine.
Rather than focusing on technical attributes, participants consistently highlighted personal experiences—whether it was a favorite bottle, the joy it brought them, the food it paired with, or the memories it stirred.
Good wine transcended mere characteristics; it became an exploration of emotions and relationships, not just an object for critique.
The discussions we had also shone light on the nature of these wine conversations.
Participants naturally gravitated towards describing their experiences as they sampled different wines.
In one session, a participant almost adopted a clinical approach, dissecting the wine in a professional manner.
This made me a bit concerned that it would lead others down the same path.
However, to my surprise, the group quickly bounced back to their personal interpretations.
Expressions like “for me” and “I taste” flowed freely, signaling a return to their feelings about the wine rather than detached evaluations.
The Gap Between Critics and Consumers
This distinction highlights a striking difference between how professionals and casual drinkers approach wine.
While critics engage wine as an analytical exercise, everyday enthusiasts view it as a deeply personal experience.
For them, wine is more than something to critique—it’s about connection and context.
Why does this difference in perspective matter? It’s significant for a couple of reasons.
First, the gap between critic and consumer creates barriers.
Wine lovers often find it daunting to engage with the jargon used by professionals, which can make exploring new wines feel exclusive.
With a noticeable decline in wine interest and literature, it’s vital that we create a language that reflects the experiences of everyday drinkers.
If professionals could align their discourse more closely with the emotional experiences of consumers, it would lead to a more inviting wine culture.
Second, relying on an objective viewpoint can alienate the average drinker.
Instead of assuming everyone should identify specific flavors or grasp industry terms, critics could rethink their approach.
It’s not the consumer’s responsibility to adjust; rather, it’s the task of critics to extend their understanding to include the myriad of experiences that wine can evoke.
Opening the Door to Dialogue
When you discuss your wine experiences, you open the door to dialogue, acknowledging the listener as part of the story.
Treating wine merely as an object, however, risks losing the opportunity for meaningful exchange.
A Selected Wine to Savor
Robert Parker once dismissed the Blaufränkisch grape as trivial.
However, further exploration might lead to discovering exquisite varieties in Central and Eastern Europe, where this grape showcases its remarkable character.
Currently, I am enjoying Dorli Muhr’s Ried Spitzerberg Obere Roterd 2019, a wine that Muhr claims truly embodies its terroir.
Personally, I find it to be a beautiful balance of richness and gentleness, evoking a profound sense of affection.
It’s a perfect choice for sharing special moments with someone you cherish.
Source: Decanter
