Vino via negativa
Most wine descriptions focus on what the wine is. This approach, common among merchants, sommeliers, and critics, aims for precision and clarity. It eliminates confusion and sparks emotions or images that attract or repel us. The goal: making decision-making easier through affirmation.
Describing wine in terms of what it is creates a narrative, a form of storytelling.
I call this marketing.
But once you taste the wine, things shift. My description, now planted in your head, will influence your experience. Yet your experience will almost certainly differ from mine. Because wine tasting is subjective.
Here lies the paradox: we might agree on certain aspects of what that wine is (aroma of pear). But the more specific my description (aroma of barely ripe pear), the less likely it is to match yours.
Now, let’s turn this upside down.
Via Negativa, or understanding by focusing on what something isn't, opens new possibilities. Instead of rigid descriptions, it leaves room for subjective interpretation. By noticing what the wine is not (not overly acidic), you zoom in a little closer, still allowing it to reveal itself in unexpected ways.
This shifts the focus from description to experience. From semantics to mindful drinking. And isn’t that the point of consuming wine?
It's a balancing act between providing enough affirmation (what is) to catch your attention and the right dose of negation (what isn't) to keep your mind open.