Wine professionals walk a fine line when it comes to describing wines. On one hand, they need to use technical terms to accurately convey the characteristics of a wine. On the other hand, they want to make sure their descriptions are accessible and understandable to a wide range of consumers. Balancing these two aspects is crucial in effectively communicating about wine.
Understanding the audience
One of the key factors in finding this balance is understanding the audience. Wine professionals need to consider who they are speaking to when describing a wine. Are they talking to industry experts, casual wine enthusiasts, or complete beginners? Different audiences will have varying levels of knowledge and comfort with technical terms.
- For industry experts: Wine professionals can use more technical terms and specific descriptors that cater to their advanced understanding of wine.
- For casual wine enthusiasts: Using more accessible language and relatable comparisons can help make the description more engaging and understandable.
- For beginners: Keeping it simple and focusing on basic descriptors like fruity, dry, or full-bodied can help ease them into the world of wine without overwhelming them with complex terminology.
Striking a balance
Once the audience is identified, wine professionals can tailor their descriptions to strike a balance between technical terms and accessible language. Here are some strategies they can use:
- Define technical terms: When using technical terms, it’s important to define them in a way that is easy to understand. For example, explaining that tannins are the astringent compounds found in wine that create a drying sensation in the mouth.
- Use comparisons: Comparing wine characteristics to familiar objects or experiences can make the description more relatable. For example, describing a wine as having flavors of dark cherries and baking spices can paint a vivid picture for the listener.
- Tell a story: Sharing the story behind a wine, such as its winemaking process or the region it comes from, can add depth and context to the description. This can engage the listener and make the wine more memorable.
- Focus on sensory experiences: Describing how a wine smells, tastes, and feels in the mouth can help paint a sensory picture for the listener. Using sensory language like “velvety tannins” or “ripe fruit aromas” can evoke a powerful sensory experience.
Examples in practice
Let’s look at a few examples of how wine professionals balance technical terms with accessible language in describing wines:
- Technical term: High acidity
- Accessible language: Crisp and refreshing, like biting into a juicy green apple
- Technical term: Oak aging
- Accessible language: Smooth and creamy, with hints of vanilla and caramel from the oak barrels
- Technical term: Terroir
- Accessible language: Reflects the unique characteristics of the vineyard, like tasting a sense of place in the wine
Benefits of balancing technical terms and accessible language
By finding the right balance between technical terms and accessible language, wine professionals can communicate effectively about wines and create a more engaging experience for their audience. Some benefits of this approach include:
- Increased understanding: Using accessible language helps demystify wine and make it more approachable for consumers of all levels of knowledge.
- Enhanced engagement: By incorporating relatable comparisons and storytelling, wine professionals can capture the attention of their audience and create a memorable experience.
- Building trust: When descriptions are clear and easy to understand, consumers are more likely to trust the expertise of the wine professional and feel confident in their purchasing decisions.