For one day or for one week, try this: every wine that you have to describe to a client or customer, only talk in terms of music.

It’s a fun challenge.

What wines are like old school rap? What wines are like opera? What wines are like Led Zeppelin live? Can one wine be the early catalog of The Who with Keith Moon, and another wine be the Kenny Jones era?

You can even limit it to just The Beatles catalog. “This is more Eleanor Rigby, this is more Helter Skelter.”

A challenge like this gets us out of the bad habit of only talking aromas and flavors, which are inherently so subjective that it kinda doesn’t matter.

And besides, the more we can relate wine to things not expected, the more fun it can be. And that’s the goal.