Thoughts on: Wine Communication

Wine communication is getting harder and harder to define as, like so many other industries, the mediums responsible for talking about it are changing year by year. Cellartracker, Instagram, Twitter, Vivino… the list goes on, and the one pattern is that interactions are getting shorter, with less information shared in each new platform. At the risk of sounding snobbish, I can understand this strategy for a lot of industries. Take fashion for example; the most important thing about it is how it looks, right? I don’t have many friends who work directly in the business, but I’ve yet to meet someone who’s interested in the soil types where the cotton was grown, or the manner in which it was picked and for a few reasons, let’s not get into where it’s made and who’s making it. I’m sure you can dig deeply into fashion, but it seems that brief messages and pictures of emaciated people wearing clothes is still broadly accepted as the best way to talk about it. (Believe it or not I’ve actually, unwillingly, been to a fashion show or two. I didn’t hear any in-depth talk about fashion but I’ve been put off the word ‘fabulous’ for life).

Is that really true for wine, though? Whilst I think wine can, and to a certain extent should, be enjoyed simply as a beverage, for anyone who seeks to truly understand why it tastes the way it does, there’s a never-ending rabbit-hole of knowledge to invest decades in before you get there. Obviously, that’s only for those of us who forgot to get jobs in banking in our early 20’s, and a little knowledge will go an awfully long way in developing your appreciation of wine. So what’s the best way to do that? I’m a big advocate of formal study but I do recognise that it only goes so far, and isn’t ideal for anyone who doesn’t want to invest large amounts of time and money into it.

Which brings me to the humble blog. I know, I’ve heard it too; blogging is dead and only fools would bother continuing with it in the wine industry. Which is fantastic, as those fools tend to be the most interesting, dedicated people I’ve met with real passion and knowledge to share; why else would they persist? Whether it’s through a video platform of some description, podcasts or the old-fashioned internet blog, I still believe one of the very best ways to learn about wine is to pick a blog or two and follow them closely. Ideally, choose someone with a diverse and educated view of the world of wine and read everything they write. If you have time and/or masochistic tendencies, follow a few.

Wine is a delicious drink but there’s no short-cut to learning about it in detail. A picture can paint a thousand words but all I usually learn from wine-related instagram posts is that everyone seems to have more money, time and friends than I do. Good quality wine information that isn’t behind a paywall is getting harder to come by, so I’ve updated my ‘Recommended Reading’ page linked here, to help you get a head start on some of the best on the internet. Happy reading!

PS. If you’re a fan of the long-format of instagram posts concerning wine, have a quick look at my account here. It takes my fat fingers a good 10 minutes to type each one up, and I usually get angry at my phone at least once whilst doing it. If that doesn’t add to your reading pleasure, I’m not sure what will.

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