As I placed the glass of Paul Clüver Chardonnay to these parched lips, my senses had already begun to stir in anticipation of the godly nectar that was about to enter my mouth. My sensorial receptors and I were not disappointed as I took a deep draught and sighed with pleasure in an aroused manner bordering on the indecent.
Being involved in the business of wine writing and marketing, was I supposed to experience such a degree of immense, inner-thigh twitching, eye-tearing pleasure and delicious joy? Or does my profession of wine communication require me to react to this Paul Clüver Estate Chardonnay with the conventional responses we in the trade are supposed to show when tasting a wine?
Sure, I could describe it as showing “bright curls of citrus-peel”. Or a “shard of Atlantic minerality”. “White flowers” were also present, and so too “honey-suckle” and a “layer of grilled nuts”.
Like the bulk of wine-tasting jargon used in formal reviews and tasting notes, the norm requires neat slivers of phrases and confident, knowledgeable words being hauled out to which a diversity of flavours and aromas are attached to the wine being tasted.
“Assertive presence on the mid-palate, accentuated by zesty white fruit and a crystalline precision leading to a keen, brisk finish.”
I know, I pull terminology like this every day for professional wine business purposes, be it a press-release, trade tasting-note or social media boost. This is how we roll.
But with the future of wine being so heatedly questioned and alarmist doomsdayers questioning how younger, more modern generations are going to be swayed into partaking of our beloved elixir that is wine, I ask myself what role these descriptors have to play in making wine appealing.
Because as colourful, romantic, informed-sounding and impressive they may be, do the current sentences, phrases and words flowing from the pens of wine-tasters and critics make wine sound like the one thing the drinker truly cares about, and that is its being tasty and delicious. “Lekker”, in Afrikaans.
“Hints of green-fig accompanied by a brush of dry fynbos and a dollop of loquat pulp” might colour-in the impression of what is in one’s wine glass, but it does little to infectiously recommend the content as one of abundant flavours and joy-delivering taste that one eagerly wants to experience more of.
And this is where the disconnect in much of wine communication lies. Conventional wine descriptors, inherited by most of today’s wine marketers and writers from the troves of traditional missives of generations past, are to my mind far removed from the modern wine consumer.

The new world of wine appreciation requires the sharing of experience, emotion and the bliss of wine’s deliciousness. “Smart pH balance and notes of pine-needle” in a Cabernet Sauvignon competently play in the arena of convention and formal expectation. But to someone just looking for a glass of something tastily satisfying, this kind of wording in providing a personal appraisal is as uninviting as it is irrelevant.
Thus, we wine writers and communicators, too, must adapt and form engagement with the consumer in was that are more appropriate, appealing. “Lengthy minerality, precision and the harmony between austerity and generosity” makes, modestly said, a competent tasting note or review. But it is not going to get the palate of a potential wine drinker watering in anticipation, being about as inviting to the sharing of taste and deliciousness as a burrata and prosciutto sandwich presented in a sterile white polystyrene bento-box.
We must be forthcoming and emotional in our opinions. More colourful and uninhibited in describing taste, flavour, deliciousness and sensorial pleasure. Not shy to express feeling and the decadent desire to pine for more of the wine your glass, and encouraging others to partake in the experience the wine has evoked in you.
To rephrase the old Mafia adage: It’s not business, it’s personal.
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