How do you go about getting new, usually younger, people to join the wine world? The conventional way is to hit them up with viticulture, winemaking, terroir, wine scores, and scores of wine terms. Great, intimidation to bring in new customers. There's a better way.
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| This is looking pretty serious, and maybe intimidating |
Instead of, "Let me tell you what malolactic fermentation does to wine" go with, "Let's find out what kinds of wines you might like."
Perhaps the goal should be to focus on their sense of taste. Letting them decide what they like is better than 20 Redditors or one 60 year old somm telling them what to like.
Think of it along the lines of teaching art or music. A good teacher will show the styles and add in a bit of history so the student can decide if they like 19th century impressionism or classic jazz. Another student will like Middle-ages symbolism and modern country. Neither is wrong.
Wine can be taught the same way, that nobody's taste in wine is wrong. Their tastes will probably change over time anyway as wine tends to be a journey. The focus is on helping them find out what they like now, then the student consumer can take it from there.
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