The best and worst thing you can say about wine is that it’s complicated. Some relish its intricacies and mysteries. Others see it as a barrier. Usher in its curse of knowledge. The term describes the kerfuffle people often fall into when they throw themselves into a topic. They can’t get enough of it, learning everything they can about it.
Some call them experts. Others call them bores.
Wine writer Jamie Goode, in his book “The Science of Wine,” put it best when he wrote of the miracle of the vine, seemingly developing out of nothing. We can say the same of every living thing. It’s when we try to learn and, more importantly, try to explain it that we get into trouble.
Yes, wine can be complicated if you delve into the viticulture, to say nothing of wine law, geography, geology, climate, and winemaking. As writer Terry Theise puts it, “Wine doesn’t care how much you know about it.” It’s people who lead the way down a myriad of rabbit holes.
The Curse of Knowledge and Wine
When someone becomes passionate about a subject, the natural response is to learn more. It’s easy to do with wine, especially as you hone your tastes and discover the stories. Then something curious happens on the way to Rome. We lose our perspective as a newcomer. We become another victim of the curse of knowledge.
A wine enthusiast may seek out others of the same ilk to talk about the deeper matters. They don’t share these thoughts with casual wine drinkers because it may take too much explaining. Instead, they ruminate about terroir and tradition with fellow enthusiasts. Then, one day, they can no longer speak casually about wine.
Wine’s Need for Ambassadors
It’s not difficult to understand why wine might face headwinds. It’s had to deal with COVID, the rise of seltzers, RTDs, and CBD-THC drinks. That’s saying nothing about the war on anything traditional. Wine laws suddenly morphed into stereotypes. Let’s not even mention the confounding factors, such as climate change and the economy.
The fact remains that wine needs ambassadors. After all, it’s been a part of the human experience for thousands of years. It has been there during Mass, celebrations, and solace. It’s always been there to provide whatever comfort or support we’ve needed. It’s ingrained in our culture.
Breaking the Curse of Knowledge
Our growing knowledge of wine has been its saviour and curse. Learning more has helped people produce better and tastier products. Yet, it has also created barriers. Breaking down these walls is paramount to ensuring its continued existence.
Communication is the solution. We mustn’t assume when speaking to someone new to wine. Recently, I struck up a conversation with someone dipping their toes into the wine vat. When I mentioned the blueberry aromas I was detecting in a shared glass, he asked me why they added the berries to the wine.
I was reminded of Richard Feynman’s Technique. True understanding of a subject means being able to explain it in its simplest terms as if to a child. If you can’t, you may not understand it fully yourself. The ability to explain the presence of different aromas in a glass of wine qualifies as a topic to grasp fully before telling someone else about it.
Start with the basics. Don’t dive into secondary and tertiary aromas. Save the jargon and terminology for later, if at all. Remember that knowledge isn’t going to make the wine taste better, although it will help one appreciate it—when they’re ready.
A newcomer’s perspectives are often enlightening. I appreciate the acidity in wine, but it may taste of vinegar to someone not used to drinking it. Likewise, they may pick up on different aromas that I may have missed, like the faint smokiness of a toasted barrel.
Perhaps the greatest challenge to overcoming the curse of knowledge is letting go of having to share too much. Small bits work just as well. You don’t have to expound like the wine snob expert. Let the wine do the talking. It probably can say it better if given the chance.
Photo by Jaredd Craig on Unsplash
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