Rethinking Wine Language: Re-writing the rules for modern consumers

In the wine world, how we describe and talk about wine isn’t just a matter of tradition—it’s a tool for connection, education, and emotional engagement. Yet, for too long, our vocabulary has remained static, intimidating, and disconnected from the reasons people buy wine. It's time for a change.

This edition was developed in collaboration with Dr. Allison Creed, Ph.D , linguistic scientist and learning and development specialist in Arts Teaching Innovation at the University of Melbourne, Australia, and myself. We are deeply grateful for her time and contribution in helping us uncover how linguistic science can improve our wine communication skills.

In the article we explore how linguistic science and metaphor can revolutionize wine communication, making it relatable, memorable, and culturally resonant.

Let’s #Rethink wine language together.

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Wine Language Revolution: The Science Behind Connection and Experience

As the wine industry seeks to engage younger, diverse audiences, traditional approaches to wine communication are falling short. How we describe and share wine isn’t just about language—it’s about creating meaningful connections that resonate emotionally and culturally.?

This newsletter dives into two transformative ideas:?

1. How metaphors can make wine relatable, engaging, and memorable.
2. How neuroscience can help us design wine experiences that truly captivate.

Let’s #rethink how we talk about wine—and how we share its story.?

How Metaphors Bridge the Gap Between Wine and People

The wine industry stands at a crossroads. As it seeks to attract younger and more diverse audiences, it faces the challenge of making wine feel approachable without losing its legacy of sophistication and depth. Language—particularly metaphor—offers a unique key to achieving this balance. For the wine industry, this isn’t merely about marketing; it’s about fostering emotional connections, breaking down barriers, and making wine a part of people’s stories.

Metaphors aren’t just artistic embellishments; they’re cognitive tools that turn abstract and sensory experiences into relatable and memorable concepts (Lakoff & Johnson, 1980). Consider the emotional yet abstract concept of love. We often talk about love in terms of a journey: I don’t think this relationship is going anywhere, we decided to go our separate ways, or slightly more upbeat, look how far we’ve come. The metaphor love is a journey helps us understand a relatively abstract subject of love in terms of something more concrete or structured, a journey. Similarly, we talk about wine by framing its journey from vineyard to bottle, turning it into a more personal and relatable experience.

Why Metaphors Work:

Enhance memory: People are more likely to recall metaphorically described experiences.?

Provoke emotions: Metaphors link wine to feelings, moments, and stories.?

Simplify complexity: By comparing wine to familiar objects, events, or personalities, we make it less intimidating.?

General Concepts for Emotional Resonance

Metaphors can evoke specific emotions based on the feelings you want to communicate.? Here are some examples:

1. Connection: Use words like “bridge,” “turning,” and “lifelong” to foster connection.?

?? “This wine is a bridge between strangers, turning shared sips into lifelong memories.”?

2. Comfort: Use cozy, warm imagery.?

?? “This wine is a cozy blanket on a cold evening, wrapping you in warmth and solace.”

3. Celebration: Highlight joy and excitement.?

???“This wine is a confetti of flavours, exploding with joy and marking every toast-worthy moment.”

4. Romance: Evoke intimacy and allure.?

?? “This wine is a stolen kiss under the stars, delicate and full of promise.”?

Metaphor: The Gateway to the Wine Experience?

Think back in time, when Robert Parker’s wine reviews evoked pleasure, laughter, and occasionally, outrage. Parker’s vivid, metaphor-rich language transformed wine into a tangible experience expressing bold, concise, and coherent opinions of what was good or what was not, “thin and acidic with a dull, damp bouquet and taste” when describing a Margaux `73 for example.

Parker advocated that wines should have a personality while reflecting their origins (Andrew Jefford, Decanter, 2020) thereby inviting his readers into an imaginative sensory journey that felt accessible and exciting. For younger audiences, who may find traditional wine descriptors intimidating, metaphor can unlock new ways to engage with wine. Giving wine a personality using anthropomorphic metaphors to frame it sensory characteristics and aesthetic possibilities offers us an avenue to explore. A linguistic avenue that builds on existing research showing the universality of the concept of wine as a person, evident across language and cultures.

Shifting the Lens: Wine as a Person

Re-imagining wine as a person opens a world of possibilities for making it relatable. It invites consumers to engage with wine on a personal level, creating vivid, emotional connections that linger far beyond a single tasting.

1. Creating a Personality Profile

A robust Cabernet Sauvignon might be described as bold and confident, while a delicate Pinot Noir could be seen as elegant, introverted, and mysterious. Personifying wines gives them character, helping drinkers envision how the wine might interact with their palate and stimulating an emotional connection that in turn engages memory of the experience.

2. Relating Wine to Life Stages

Think of a young, fresh wine like a Beaujolais as an energetic adolescent—vibrant but not yet mature. Meanwhile, an aged wine might embody the wisdom and complexity of an elder. These life-stage metaphors resonate universally, making wine feel alive and dynamic.

3. Building Contextual Stories

By casting wines as characters in broader stories, wineries can craft engaging narratives. An Australian Shiraz might be described as thriving on adventure and fun but still laidback and approachable, shaped by its terroir and winemaker’s vision, while a cool-climate Riesling could be more of a contemplative artist.

4. Human-like Preferences

Wines can “prefer” certain food pairings or be described as “social butterflies,” thriving in a variety of settings. This playful framing adds a dynamic and approachable aspect to recommendations.

Bringing Metaphors to Life at the Cellar Door

Moving beyond traditional tasting notes, the cellar door often serves as a wine lover’s first step into the world of wine. Here, metaphors can turn a tasting session into an immersive, memorable event. Imagine staff describing a wine as “playful and fun” or “a reliable friend,” easing the intimidation factor for novice drinkers.

Tasting notes often focus on flavours and aromas, but neuroscience shows that these descriptors don’t always connect with consumers' needs or desires. Emotion drives loyalty, positive emotional associations create lasting impressions. Instead of listing flavours, describe how the wine feels in a moment.

Let’s explore a new framework:

A. Emotion-Centered Descriptions - Focus on how the wine makes drinkers feel rather than what it tastes like:

“This Pinot Noir wraps you in warmth, like a favourite book on a rainy day.”

“This Riesling dances on your palate, leaving you with a sense of joy.”

B. Occasion-Based Communication - Pair wines with scenarios that resonate with real-life moments:

“Perfect for late-night conversations under the stars.”

“Your go-to bottle for a lively family dinner.”

C. Personality Profiles - Turn wines into characters with relatable traits:

“A soft, floral Rosé—charming, delicate, and endlessly adaptable.”

Sensory Triggers Strengthen Memory

Multi-sensory experiences activate more areas of the brain, making them more memorable. Wineries can pair metaphor-rich language with tactile elements at the cellar door—like encouraging guests to touch the soil or smell the vines.

Metaphors in Digital and Social Media

Today’s consumers are digitally adept and drawn to engaging, visually driven content. On platforms like Instagram or TikTok, playful metaphors like “a harmonious waltz of flavours” or minerality as “glistening like morning rain” can captivate attention and spark conversations.

Metaphors also have the power to reshape how wine is perceived in public discourse. Instead of focusing on cautionary tales, wine brands could use positive, culturally resonant imagery to frame wine as part of celebratory, shared moments—romantic dinners, family gatherings, or artistic collaborations.

Crafting Culturally Resonant Narratives

Different cultures appreciate wine through different lenses and how metaphors are interpreted. For instance, French descriptions frequently evoke music or gastronomy, while English speakers often focus on physical objects and sensations like texture or warmth. Understanding these cultural nuances allows wineries to craft metaphors and tailor their communications that resonate with diverse audiences, bridging gaps and inviting inclusivity. Neuroscience supports the idea that familiarity fosters trust, meaning metaphors must align with the audience’s cultural context.

Examples by Region:

France: Metaphors often evoke gastronomy and music, e.g., “a harmonious symphony of flavours.”

USA/UK: Physical sensations take center stage, e.g., “a velvety texture with warming notes of spice.”

Asia: Symbolism resonates, e.g., “a wine as timeless as the moonlight over a tranquil river.”

Customizing metaphors ensures they connect authentically, bridging cultural gaps while celebrating diversity.

The Future of Wine Communication

Metaphors make wine feel alive, turning tasting into an experience, and drinking into a dialogue. By crafting language that resonates, the wine community can inspire younger audiences to not only enjoy wine but to embrace it as part of their identity and culture. It’s a shift that goes beyond marketing—one that celebrates wine as a bridge connecting generations, cultures, and stories. Metaphors turn wine into an experience, making it alive, relatable, and emotionally engaging. By crafting language that resonates, the wine community can inspire consumers to embrace wine as part of their identity and culture.?

Together, let’s redefine wine language to be inclusive, engaging, and deeply personal.?

Newsletter thoughts and ideas inspired by Allison Creed, Ph.D 's chapter, Uncorking the potential of wine language for young wine tourists, in Management and Marketing of Wine Tourism Business: Theory, Practice, and Cases | Palgrave Macmillan | Published: 2019

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