Let’s make wine strange again! So says Andrew Jefford in this original and well written paper, published as a Working Paper in the University of Adelaide’s Wine Economics Research Centre.
Wine market expert Andrew Jefford gave a rousing and original speech to the Wine Communicators of Australia at the National Wine Centre on 29 May 2012. This article entitled Wine and Astonishment is an edited version of that speech.
Jefford wants us to rethink our attitudes to wine. In recent years he says, wine has become so familiar that we now take it for granted. “There are dangers in that familiarity… The aim is to make wine strange for us again.” Wine he says – “there is no thing like it”.
The worst thing in his eyes is “the failure to be astonished by wine: a wine-worldliness, if you like. This knowingness, this taking –for-granted of the landscape of the wine world, does wine a disservice.”
Jefford delves into the philosophical significance of astonishment, and also examines the ‘being of wine’, as opposed to the existence. Are we so distracted by the ubiquitous existence of wine now, as we are surrounded by it, that we have forgotten the essence of being…
It’s a cracking read, with some delicious philosophical mindbenders, but as Jefford puts it, it is in layman’s terms, clearly explained and leads you through a journey of reflection on the value of wine in our lives.