What’s Missing in Wine Communication?

People remember stories. And when they remember the story, they remember the wine.

Every time I sit down at a restaurant, one of my small rituals is to take time with the wine list. I don’t rush. I read. I ask questions. For me, this is part of the pleasure of dining out — a chance to discover not only a wine, but also the story behind it.

Too often, though, this moment turns into a disappointment.

Not long ago, in a wine-focused restaurant, I asked the staff for their recommended wines by the glass. The answer was quick and flat: “A Vermentino.”

Curious, I pressed further: “And what about it?”

The response: “It’s a Vermentino from the area.”

That was it. End of story — except, there was no story. Being from the region myself, I already know the general characteristics of the Vermentino grape. But this was an opportunity for engagement, for conversation, for connection. Instead, it felt like a closed door.

And that’s when it struck me: what’s missing in wine communication today is storytelling.

I deeply believe it doesn’t take much to spark interest. Just tell me the name of the producer. Put a face behind the label. Share a few words about what makes this bottle special. That’s all it takes — and yet, too often, it’s missing. Is that asking for much? Wine doesn’t need long technical notes to engage me; it needs a human connection. A story I can carry with me as I raise the glass.

Wine is never just liquid in a glass. It’s place, people, tradition, experimentation, joy. A Vermentino can be “from the area,” yes — but it can also be from a windswept vineyard just a few kilometers from the sea, where salty breezes give the grapes their fresh, mineral edge. It can be crafted by a family that’s been nurturing those vines for three generations. It can be the taste of summer afternoons by the Mediterranean Sea....

That’s the kind of story I want to hear when I open a wine list. Not just what the wine is, but why it matters.

The Problem

Too often, wine communication stops at the bare facts: grape, region, vintage. While technically correct, this kind of description leaves the wine stripped of its soul.

A list that says “Pinot Noir, Burgundy, 2021” is not wrong. But does it spark curiosity? Does it make you imagine the glass before you even take a sip? Rarely.

That’s the difference between a label and a story.

What Storytelling Could Look Like

So how can a wine list — or a server — tell a story? Here are a few ways:

• Place (Terroir): What makes this soil, this climate, this vineyard unique?
• People: Who is behind the bottle? A passionate young winemaker? A family with centuries of tradition?
• Winemaking Choices: Oak or steel? Hand-picked or machine-harvested? Organic, biodynamic, experimental?
• Mood & Atmosphere: What kind of moment does this wine belong to? A festive dinner, a quiet evening, a seaside lunch?
• Surprise Factor: A quirky fact, a tradition, or an unexpected twist that sticks in the memory.

Why It Matters

For consumers, storytelling transforms a glass of wine into an experience. It creates an emotional connection, one that lingers long after the last sip.

For restaurants, sommeliers, and producers, storytelling is a powerful differentiator. Anyone can list grape, region, and price — but those who tell the story behind the wine create curiosity, loyalty, and yes, often higher sales.

People remember stories. And when they remember the story, they remember the wine.

My experience

I’ve seen first-hand how powerful storytelling can be in wine communication. My very first task after earning the WSET Diploma was to draft a wine list for a fine dining restaurant in Zermatt — Restaurant Alphitta.

Alphitta takes wine seriously. The owners have traveled extensively through different wine regions, personally meeting growers and establishing genuine connections with every label they offer. For them, each wine isn’t just a product — it’s a relationship.

Drafting their wine list was one of the most rewarding experiences of my career. I was able to include map references, storytelling, and the unique features of each wine/vintage. Each page of that list became more than a catalogue of bottles; it became a journey through landscapes, families, and traditions. Guests weren’t just ordering a wine — they were invited to discover the story behind it. 

Despite the wine list I helped curate, at Alphitta wine is never just a bottle on the table — it’s part of the story. Dave, one of Alphitta’s owners, has that rare gift: he can read the room, sense his guests’ needs, and reach their hearts with empathy. Instead of brushing off a comment, he listens, explains, and gently guides. More often than not, that moment of exchange ends with a glass that feels as if it was chosen just for you. In Dave’s hands, wine isn’t just taste — it’s experience.

And this experience convinced me even more: when we communicate wine through stories, we elevate it from something we drink to something we remember.

A Call to Action

So here’s my invitation: let’s bring storytelling back into wine communication. The next time you write a wine list, recommend a glass, or pour a bottle, don’t stop at the label. Share the people, the place, the mood. Engage curiosity, spark imagination, and invite connection.

Wine deserves to be more than a technical description — it deserves to be a story worth telling.

And I’ll ask you, what’s the best wine story you’ve ever heard?