Book Chapter

Uncorking the potential of wine language for young wine tourists

Allison Creed, Peter McIlveen

Management and Marketing of Wine Tourism Business | Palgrave Macmillan | Published : 2019

Abstract

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical an..

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University of Melbourne Researchers