The Language of Wine

by Mark Deamer

I love language. It's a powerful thing. It can summon up the most emotive  of images. However it can also be a divisive and elitist thing. I have always been a fan of the K.I.S.S. school of thought, calling a spade a spade. I'm sure the likes of Ollie Smith are lovely people, but the sort of flowery language and am-dram OTT gesturing does nothing to portray wine as a drink of the people for the people.

 I feel our industry (food and drink) is guilty of taking itself to seriously.  We use language to impress not inform the customer, that keeps an air of mystique about us as professionals. I often wonder why the industry soooo obsessed with using french language in this day and age? Even in this day of 'Modern English cuisine' we'll get jus instead of gravy or Crème anglaise instead of custard.

One of my biggest regrets is not to have learned a foreign language. I am ashamed when I visit another country that I can not converse in their tongue. But why don't we use English language in restaurants in this country? Is it for the benefit of the customer understanding or is it to appear important and impressive? To adhere to a tradition because in conjours up images of grandeur.

 We can not complain on the one hand of a supermarket culture that sees people content to buy substandard BOGOF wines if on the other hand we continue to appear intimmidating to those same people.

Yet when we are amongst our peers our language changes. When there is no need to impress, when  the only words you need to use are the simple words of enjoyment and appreciation. When in those moments you are not a sommelier but a wine drinker, a wine lover. When there is no necessity to find clever adjectives. This is when we are at our best. When it becomes obvious enthusiasm not staid knowlege. That is what needs to be taken to the floor, to the customer.