The truth behind the lie that “Wine tasting is junk science”
The last few years there’s been a ton of stuff published about how inaccurate critics’ reviews are. You’ve heard it all: We’re influenced by price. We give different reviews to the same wine. Different critics give widely varying scores to the same wines. (For a summary of the various complaints, click here, to this article which appeared yesterday on Yahoo Finance.)
All of the individual criticisms are largely true. In a moment, I’ll tell you why none of that matters, but first, I want to try and figure out why some people get so psychologically bent out of shape about wine critics.
The latest to do so is this guy, David Derbyshire (great name), who writes for the British publication, The Guardian. Here’s the link to his article, Wine-tasting: it’s junk science.
Why don’t people get so upset about restaurant critics or movie critics? You’ll never see an article headlined RESTAURANT REVIEWS ARE JUNK SCIENCE. That’s because restaurant reviewers don’t pretend to be offering anything but their opinion.
Well, neither do wine critics. If you want a “scientific” analysis of a wine, send it to ETS. But how useful would that be for the consumer? Not very. Consumers don’t want scientific analyses of wine and they don’t need them. They want to know what it smells and tastes like, and how it feels in the mouth, and maybe a few other things. For these, they turn to critics.
What’s wrong with that?
We could settle this whole thing in 5 seconds if all the wine critics would take the pledge. What pledge? Admit that your review is the way you responded to that particular wine at that particular time. Don’t claim to be scientific about it, just assure readers that you’re doing your level best and have no conflicts of interest. I sometimes think critics invite this outside criticism because of their implication that wine tasting is science when it’s not. All the critics know this. They all know how fallible they are. They all know they could be fooled, and rather easily at that. But very few of them will admit it. They hide under a veil of authority and pretense, and that’s precisely why this field of wine reviewing is becoming suspect.
If social media has taught us anything, it’s to be transparent in our dealings. Transparency doesn’t cost people their reputation; it enhances it. And the most transparent thing a critic can do is to tell people, Hey, I could be wrong, but this is my opinion, just sayin’.