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.
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 context – Continue Reading…