Is the wine language used by experts understandable to non-experts? I am afraid not.
Has wine communication updated in the era of Millennials and Generation Z?
“The science of the wine taste” is a study made by psychology researchers from the University of Verona. It surveys the terminology of wine experts, how many and which wine descriptors they use, classifying and quantifying them in a scientific way, and compare them with how many of these are used even by non-experts. The purpose was to identify a new language based on the reality perceived and experienced by the consumer, therefore allowing industry professional to communicate in an understandable way.
Simple conclusions:
- We definitely need to think of a more understandable wine language
- Also, we need to start with customer profiling and then fine-tune the language accordingly, not one language fits all.