Joho the Blog
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June 15, 2007
David Isenberg tells a story about how a wine's story makes it taste better. It's a good reminder that the only products that are only products are products we don't care much about. Let me put that differently. I came to like wine late in life, mainly because for most of my life I had only had really bad wine. Grape juice gone bad. Wine one pucker away from vinegar. Wine that made you appreciate the fine taste of Lavoris. Then, I had a client in the mid 1990s who wined and dined customers, ordering from the bottom of the wine list. The light bulb in the wine cellar went on. I still can't tell identify a wine's type without reading the bottle (although I usually can distinguish red from white), and my tastes are in the $10-$15/bottle range. But I like it. A lot. And it's for one basic reason: The taste of wine is so damn complex. Drinking a good glass of wine is like thinking. So, David's story about the taste of a bottle being enhanced by the narrative around it pleases me. [Tags: wine david_isenberg everything_is_miscellaneous ] Posted
by D. Weinberger at June 15, 2007 10:50 AM
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Comments
There's a great story in Brian Wansink's Mindless Eating about a food experiment they did using two buck chuck, telling some people that it came from California and others that it was from North Dakota's finest new vineyard. Guess which group liked it better?
Posted by: Adam Fields | June 15, 2007 04:48 PM
I fully agree with the link to story here. We worked for the last year on a narrative database in which wine producers in Italy told stories about their wine, its origins, the historical context, links with regional foods and the like. In particular their passion for quality, taste and the continuity of their tradition.
We are thinking of making it a public asset, allowing contributions from other regions, and also from consumers.
Posted by: Dave Snowden | June 15, 2007 05:53 PM
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Posted by: dh | June 17, 2007 07:12 AM
Drinking a good glass of wine is like thinking.
There were times when we called Jack Daniels "liquid brain". IIRC "thinking" was nowhere to be found at any of these sessions.
Posted by: Wray Cummings | June 17, 2007 10:27 AM