Archive - December, 2013

Putting Wine in Context

Wine is not just ‘appreciated’, it is appreciated IN A CONTEXT.

Context: the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood

One wine that is perfect in one context, may be entirely wrong for another. Thinking, writing, marketing or selling wine without understanding the context risks wasting the effort.

Gaga-ing on the concept of wine

Gaga-ing on the concept of wine in Liquorville

The context for a wine might be:

  • drinking it with a meal on a summer terrace;
  • for analysis and competition purposes;
  • with friends;
  • at a music concert;
  • to impress a colleague;
  • because my mum only likes white wines;
  • to make a social point;
  • … and so on, including in combination, ad infinitum

The context of a wine personalises the experience of the person buying and drinking the wine.

Context changes not just between people, but from moment to moment even for each person.

For too long wine communication has focused almost entirely on a single contextContinue Reading…

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