Lately, the wine world seems to be obsessed with the idea to have a wine communication (storytelling/writing) problem.
The belief is that if we drop the jargon, find the right "formula" for social media, and adopt a more casual and, above all, youth-oriented tone, it can win back the audience. The sad truth is that this perspective overlooks a much harsher reality: wine is not just losing a communication battle; it is facing a fundamental shift in how people live and consume.
The limits of storytelling
There's always room for improvement, no matter where you are. A better "wine writing" and "wine telling" are necessary to lower cultural barriers, but they are not a magic fix for falling sales volumes. If the industry spends all its energy on branding wine as "cool" while ignoring structural issues like price, moderation, and competition from cocktails, craft beer, and no-alcohol alternatives, it may win attention without ever winning consumption.
We must stop overestimating messaging and start acknowledging the demographic and economic headwinds that communication alone cannot reverse. Younger drinkers, in particular, are looking for wines that are affordable, flexible, and socially relevant. For them, the most effective communication isn't about proving expertise; it’s about helping them imagine the "when, why, and how" of opening a bottle.
Does “language” matters in this frame?
In my opinion yes, but it’s only a part of a broader problem – the easiest part to be detected, maybe.
Wine language can create a real barrier when it becomes too technical, or too poetic without context, or too dependent on a shared professional vocabulary. In that sense, the problem is not that wine cannot be described; it is that many descriptions do not help the reader/the consumer picture, feel, or place the wine in a real-life context.
Actually the deeper issue is often cultural and strategic: who the winery is speaking to (how many wineries keep on ignoring who their final consumers are?), what role wine plays in that person’s life, and whether the brand is communicating relevance, trust, and occasion rather than just flavor notes or production practices. If the audience sees wine as expensive, intimidating, or unnecessary, changing the adjectives will not solve the problem by itself.
What good language should do
Good wine language/writing should translate complexity without flattening it. The good (and effective) wine writing does not “simplify” the wine into something smaller, just to make it more accessible; it makes the wine legible without making it dull.
In short: the wine language is part of the problem, but not the root of it.
Bad language can block access, yet the larger challenge is that wine often communicates from inside its own culture instead of building a real conversation with the outside world. In short, better language is necessary, but it works only when the product, context, and audience are also understood properly.
The wine industry is currently at a crossroads where it risks underestimating structural change.
Wine is no longer the default beverage for most peopl nowadays. Communication must serve as a bridge to a more modern, flexible product, but it cannot replace the need for the industry to adapt its formats, prices, and occasions to fit the reality of today’s world.
We have entered a new era, and we have no choice but to accept it, adapt, and move forward. It has happened before, and if, despite everything, wine continues to be a part of our journey even after 6,000 years, that must mean something.
2. The Digital "Front Door" Strategy
In the rush to be relevant on platforms like TikTok and Instagram, many wineries are making a tactical error. They treat these platforms as a shortcut for culture, chasing viral trends and "fun content" at the expense of their own identity.
We need to reframe our digital presence:
Social media is the "front door," not the "whole house". It should be used to spark curiosity and show authenticity, acting as an invitation to deeper spaces like newsletters, tastings, wine clubs, or in-person visits.
Social media cannot be a substitute for culture. If content becomes purely about "hooks" and "speed," the brand gains views but loses its soul.
3. What Accessibility Without Flattening
The ultimate challenge for the modern communicator is achieving accessibility without flattening the product. A good communicator shouldn't hide the "seriousness" or the complexity of wine; instead, they should translate it into a language that invites people in.
There is a dangerous double-edged sword in wine communication:
If only those who "know the codes" can enjoy wine, the culture shrinks.
If everything is "dumbed down" and made purely casual, the culture also shrinks.
Ease should not replace growth. Our goal is to translate the complexity of wine into utility—making it approachable without stripping away the history and craft that make it worth drinking in the first place.
4. Conclusion: Facing the Structural Truth
The industry is currently at a crossroads where it risks underestimating structural change. To move forward, we must accept that the context of wine consumption has changed radically. Communication must serve as a bridge to a more modern, flexible product—but it cannot replace the need for the industry to adapt its formats, prices, and occasions to fit the reality of today’s world.