As much as social media wine wizards and millennials rail against established wine media, most of them (myself included) share with those ‘old media’ types a similar and mistake-prone approach to wine evaluation and appreciation.
And that is, the rapid-fire assessment, review, and perfunctory judgment of any given wine. We are judge, jury and executioner of the glass’ contents, often within the span of two minutes.
We see this happen all the time – in fact in some cases (like certain Twitter Taste Live events, or the “speed dating” wine blogging at the Wine Bloggers Conference), it’s encouraged and necessary. I often participate in and have grown to love those events, provided that we don’t take them too seriously.
And we shouldn’t take them seriously, at least as far as true wine appreciation is concerned. Why? Because every glass of wine, from the pedestrian to the sublime, is speaking to you, trying to tell you something about itself – you need only take the actual time to listen to it.
In the case of many wines made in the ‘Old World’ style (what my compadre Randall Grahm calls Modernist), where typicity of place and nuanced complexity are the goals, that message may be “Come back later.” New World (Postmodernist) wines usually (and probably unfairly) fare better in rapid-fire evaluation scenarios, precisely because they more often offer their treasures quickly and liberally – “Hey! Over here! I’m talkin’ to YOU!”
In a globally-connected, information-based economy like ours, we are progressively programmed with positive reinforcement to spend as little time as possible on something – in fact, we’re rewarded for doing many things at once, and the more quickly we can shove them into the same time slot, the better.
The trouble is, if you want to appreciate wine fully, you need to dump the Speed Racer + Multitasking Pro persona. Pronto…