Of all food and beverage labels, wine labels can be subject to intense scrutiny when shoppers consider a purchase. There are also industry terms that can group a certain vintage into a particular category. What’s more, the language often has different meanings depending on the vintage and type of wine being presented.
A recent Business Insider piece quotes Jörn Kleinhans of The Sommelier Company on some of the terms that single out the highest quality of wines within specific families. These include “Cru Bourgeois” or “Gran Vin” for Bordeaux, which indicates the quality of wine as well as the kind of berries, respectively.
Some of the language used to describe wines, particularly those associated with flavors, can be challenging even to experienced connoisseurs. In addition to the names Kleinhaus cites, descriptors like “barnyard” and “brambly” can confuse potential consumers if they aren’t explained properly in promotional materials. More technical terms include words like “umami,” which refers to the fifth savory taste and can be difficult for the less experienced wine drinkers to describe.
Kleinhaus told Business Insider that the sheer number of words on a wine label can be off-putting on their own, regardless of what they represent.
“Many wine consumers in the US are still challenged by the abundance of language on a wine label,” he said. “It’s difficult enough with an English label, but adding the other languages and countries, it becomes very difficult.”
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