[This post is tied to my earlier works where I’m developing next generation tasting notation ideas and a wine recommendation engine.]
Vino Endoxa: The Categories of Affect versus Sensation
Vino Endoxa: Three New Categories and Pamela VanDyke Price
For my next generation wine tasting description system (and recommendation engine) I thought I should take the time to explore both the freedom the system affords and the possible confinement people might use to condemn it. I sort of see the system easily being adopted by amateurs eager to learn but likely receiving an uphill battle swaying professionals because of any totality they assume it comes with. The system is comprehensive and does push boundaries, especially in recognizing non language and olfactory illusions, but there certainly is no totality.
The teaching aid that is the Wine Aroma Wheel has achieved wide acclaim and its success points to a warm reception from any attempted system that can teach someone to better detect contrast and keep track of experiences. Vino Endoxa is in effect an extension of the wheel. It investigates the deeper theories of why the Aroma Wheel is so successful and tries to build on them. The aroma wheel is definitely confining because its so finite, but it is also only a starting point. Vino Endoxa is also a starting point but one that can be taken further from amateur all the way to professional use where it can be used in the wine industry to better keep track of the world of wine (so many merchants juggle 20,000 skus).
To be liberating, relative to the confines of other ideas out there, Vino Endoxa intends to articulate and expand upon the way people already think, especially when using non language, which often ends up being private, so that others can learn and benefit from these powerful contrast detection mechanisms that do not make it into most tasting notes or courses on wine.
Olfactory illusions have become an increasingly popular search term (according to my blog analytics) and they will always put a limit on describing an experience. When we taste a wine and try to describe it, we are not only describing the wine but also in large part describing our own very personal recollections. This doesn’t mean we should throw our hands in the air and say everyone tastes differently then give up. We all do have unique realities, but patterns exist within the bounds of our subjectivity that can make tasting descriptions valuable, data mineable, and capable of providing recommendations.
From my vantage point in the industry, wine professionals are likely to resist massive amounts of change that might alter their role in the industry. Could Vino Endoxa change the role and productivity of the wine professional? Maybe, but hopefully for every professional that resists or dismisses the project there is another that sees an exciting new tool that can increase their productivity and ability to represent more wines. At the heart of Vino Endoxa is the same core goals of so many wine professionals and thus can be a large asset to them.
Through providing recommendations and recognizing acquired tastes in wine, Vino Endoxa can promote and preserve diversity in the wine world. Diversity has been considered at risk for years as evidence by discussions of the Parker Effect, the loss of many indigenous varietal plantings, and the proliferation of low risk manipulated wine styles. Wine marketing has not been able to handle the long tale economics of a diverse wine world or the polarized tastes of wine drinkers. Uniting the right wine with the right person has so far been elusive but that could change with new tools.
One very liberating thing data can do is provide a memory that can help capture the journey, growth, and development of a drinker’s palette. This journey is too easily forgotten and taken for granted but shepherding it to cultivate taste and create a market for diverse, authentic wine styles is at the heart of most all wine professional’s mission.
Applying heavy amounts of data where there wasn’t much reeks of attempts at totality, the inevitability engine, or stripping the romance out of wine but that isn’t the case here. We only reach endoxa by degrees. The recommendations never get guaranteed, they only get better by degrees and eventually improve to a point where there is enough satisfaction to continue seeking them out.
The mystery of wine never unravels. Rather, we only corral and encircle the mystery, rounding up more and more of it to be enchanted by. Not everyone recognizes the therapeutic mystery of wine. Too many people simply drink wine for inebriation or low level relaxation. Exposure to new styles by recommendation or exposure to recognizable styles, but from never before experienced locals, may seduce more and more people with the mystery & romance of wine.
A recommendation engine does not want to create predictability in wine. There is a subset of potential user that will say: “I like these wines and they are all similar, please recommend for me a wine from this country I will also like.” That type of query is looking for predictability but it is not a bad type because we did get them to explore a new region and they found they can enjoy wines from all over the world. Or another subset will say: “I like outliers and I can handle a lot, please recommend a new adventure for me.” All that we are predicting is that the wine will be an outlier with uniqueness and singularity. But again, no forces acted to homogenize the world of wine. It could be said that the wines were liberated to be themselves and just matched to the right people at the right time in the cultivation of their tastes.
One big limiter of the world of wine as we know it is the language problem. Countries like Greece and Slovenia make comfortable wines and exciting singular wines; the entire spectrum, but they lose out in the American market because of the language on their labels. If wine makers pander, tradition and integrity is sacrificed, but systems like Vino Endoxa can help us conquer exploring wines across the language barrier. When exploring new territory, no one needs a high degree of predictability but enough to avoid a sweet wine when you want an dry wine or an unoaked wine when oak isn’t your thing.
Vino Endoxa needs a collection of minds to advance itself from masters of wine to cognitive linguists to data scientists. Hopefully I paint a picture of a comprehensive but liberating project attractive and useful to great thinkers that love wine. The financial rewards for such a project are also very great and I should probably leave it at that.