Wine communication: We need to change the way we talk!

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Whoever wants to attract new wine customers needs clear flavour profiles on their labels or wine lists. No technical jargon, no vague descriptions of dark berries or hints of white peach. People simply want to know what the wine tastes like – using easy-to-understand adjectives.

June 2026

Pam Strayer, “We Have a Communication Problem,’ But It’s Solvable” (Organic Wines Uncorked, 28. Mai 2026). organicwineuncorked.substack.com/p/we-have-a-communication-problem-but.

Photo © Jürgen Schmücking

Minerality, terroir, extract or structure – terms like these are part of everyday life in the world of wine, but for less enthusiastic wine lovers they are incomprehensible and abstract. Naturally, the same applies to all technical jargon. The difference is that, when it comes to wine, the aim is to appeal to ordinary consumers and non-professionals. Here are the findings of a study conducted for the US Wine Market Research Council.

The study, presented in May, focused exclusively on 387 ‘wine-hesitant’ tasters (63% female, 37% male, average age 44), who assessed 32 white wines and 45 red wines. The research team examined the dilemmas they faced when choosing between wine and other alcoholic drinks.

It found that:
• 80% of people were unable to tell whether a wine was dry or sweet (compared with 7% for beer and 10% for cocktails)
• 57% said that the labels did not provide clear information about the taste (compared with 21% for beer and 19% for cocktails)
• 56% said it was difficult to decide what they would like (compared to 21% for beer and 19% for cocktails)
• 64% also stated that wine was too expensive to experiment with. Consequently, they were more likely to opt for other drinks.

As we know, wine offers an incredibly diverse range and should, in theory, have something to suit every taste: from sweet Moscato to crisp, fresh white wine and intensely flavoured Barolo, anything is possible. And the great thing is that, according to the study, a straightforward vocabulary actually helps consumers who aren’t usually wine drinkers to give it a try.

Consumers want clear information. Labels and menu descriptions featuring simple, clear taste descriptions were tested. Terms such as ‘fresh and crisp’, ‘soft and fruity’ or ‘full-bodied and spicy’ were received much more positively than traditional technical jargon. Marginal wine drinkers have thus found wines that they like. They are also quite willing to continue trying new wines if they are given clear information about the taste.

The wine industry invests heavily in communicating a sense of origin, sustainability and storytelling. All of these factors remain important. However, for many new wine drinkers, the key thing is to discover what they can taste in the glass. 

“Speak plainly” could be the new motto. Instead of talking about terroir, describe the wine in concrete terms: this one is fresh and crisp, that one is full-bodied and fruity. Clear language dispels uncertainty and makes it easier to decide what to buy. Perhaps this is one of the simplest ways for the wine market to grow.