In the wine world, where knowledge is often expressed through technical language and standardized processes, some are trying to shift direction. Danielle Callegari, Professor at Dartmouth College and writer for Wine Enthusiast, and Megan de Angelo, Group Director at Colangelo & Partners, offer a bold idea: what if we talked about wine with more enthusiasm and less rigidity?
When Language Becomes a Barrier
Technical tastings, with their structured visual, olfactory, and gustatory language and detailed descriptions, can easily become an exclusive code, making those unfamiliar with specialist terms feel out of place. Yet wine is not a formula; it’s an experience.
Making Wine Accessible (and Fun)
Danielle Callegari, a humanist and writer, was invited to the wine2wine Business Forum for her ability to communicate wine in an authentic and accessible way, capable of reaching a wide range of consumers. Her goal is simple: to invite people to explore wine naturally, without the fear of making mistakes. During her session, one remark stood out for its disarming simplicity: “Start by putting it in your mouth.” A phrase that perfectly captures her approach.
Before we talk about wine, we need to experience it, for Callegari, wine can spark overwhelming, and sometimes humorous, emotions. “This bottle is so good it makes me want to do karate,” she joked. This kind of language, far from technical jargon, holds great power: it lowers barriers, encourages conversation, and sparks curiosity. It’s exactly this enthusiasm that can help Italian wine connect with people who’ve kept their distance until now.
Telling Stories, Not Just Quality
De Angelo also reflects on a paradox in wine marketing: if every product is “good,” how can they stand out? The answer lies in storytelling. Even a Passerina or a traditional-method Lambrusco, little known to American consumers, can become memorable when accompanied by a story about place and people.
Rethinking how we talk about wine means opening the door to new consumers, especially in markets where wine is not yet part of everyday life. Simplifying the language and focusing on storytelling and experience means building a bridge between Italian wine and the rest of the world.