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Uncorking the Potential of Wine Language for Young Wine Tourists

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Management and Marketing of Wine Tourism Business

Abstract

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries.

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Authors and Affiliations

  1. University of Southern Queensland, Toowoomba, QLD, Australia

    Allison Creed & Peter McIlveen

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  1. Allison Creed
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  2. Peter McIlveen
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Correspondence to Allison Creed .

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Editors and Affiliations

  1. University of South Australia, Adelaide, SA, Australia

    Marianna Sigala

  2. University of Queensland, Brisbane, QLD, Australia

    Richard N. S. Robinson

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Creed, A., McIlveen, P. (2019). Uncorking the Potential of Wine Language for Young Wine Tourists. In: Sigala, M., Robinson, R.N.S. (eds) Management and Marketing of Wine Tourism Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-75462-8_2

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