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 ]

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