Why it’s time for wine w**kers and the industry to get over themselves

Barnyardy. Herbacious. Unctuous. Chewy. Hedonistic. Ponderous. Shallow. Backward. The wine industry has been using evocative descriptors to characterise the taste and aroma of its products for generations. But how does the industry justify such precise language to describe such a subjective experience? Especially given empirical research, which has demonstrated that the average consumer struggles to recognise descriptions of the wine that experts identify on the label, it is likely the wine industry alienates consumers more than it attracts them.