When you encounter an outstanding bottle, it’s the first sniff that lets you know that something special is happeningby Barry Smith / July 19, 2017 / Leave a comment
Published in August 2017 issue of Prospect Magazine
Which emotions do wines conjure up? This is not an idle question. As I write, sensory scientists and branding executives are trying to work out the answers in order to develop a deeper relationship between wines and consumers. In marketing speak it’s about getting beyond liking.
After all, it’s rather disheartening for wine makers when their year-long work to produce the best wine they can from grapes grown in a particular soil in a given season meets with a simple thumbs up or down. To get beyond hasty verdicts and encourage greater consumer engagement with a wine it may be necessary to forge emotional connections between the consumer and the bottle. The easiest way to do this is to create a story.
This has to be done carefully, for while the story behind a wine or a bottle can add to the interest and pleasure of drinking it, the craft-obsessed makers who tell us everything on the back label, from who turned on the wine press to who filled the bottles, often leave the public cold.
How else can wine produce emotions? Obviously there are the emotions that come from the alcohol: the exhilaration, the warm sentimental feelings. Kant thought that wine softens people’s characters. But without moderation this soon tips into overconfidence and melancholy.