Putting myself in the consumer’s shoes
I saw Inside Llewyn Davis, the new Coen brothers film, the other day, and I frankly couldn’t tell if I liked it or not. Afterwards, when Marilyn asked what I thought, all I could say was, “I don’t know.” I wanted to Google it and see what the reviewers and other moviegoers thought.
Which is exactly what I did when I got home. It turned out that lots of folks were as puzzled as I was, but the point of this post is that, by myself, I just didn’t know what to think, and needed to know how others felt before making up my own mind.
Which is pretty odd, because usually I know if I like a movie or not. So I had to wonder why it was that I felt the need to know how others reacted, before coming to my own conclusion–and then it hit me. That’s pretty much the situation lots of consumers have when it comes to wine. They don’t know what to think (i.e., what to buy), and so they turn to the opinions of others for guidance.
It’s only natural, I suppose. Sometimes we know precisely how we feel about things, for or against. Other times, though, we’re kind of in the middle, and need a nudge, one way or the other, to arrive at a conclusion. I’m not sure why some things are clear to us while others aren’t. In matters of taste (gustation), things are usually pretty simple. You like sea urchin; I don’t, and that’s that.
But wine can be trickier than food. For one thing, wine is more complex than most food. While it can be a simple pleasure (and for most of the world, that’s all it is), at the higher levels wine requires the consumer to bring something to the table. It’s like art in that respect. It’s hard for the average person to appreciate, say, Keith Haring, without an understanding of his context: New York City of the 1980s, street art/graffiti, AIDS, the Studio 54 scene, break dancing, cocaine, a certain anti-“high art” attitude.. If you have some knowledge of those phenomena, then a Haring piece becomes much more than the cartoon it can appear to be to the uninitiated.
There are, I suppose, two kinds of people: those who aren’t interested in expanding their perspectives, and those who are. The latter are curious about things, especially things that seem to be important to others. In the Jewish tradition, there is the story, told during the Passover seder, of the Four Sons: the simple son (too lazy to wonder about anything), the wicked son (who believes in little except himself), the son who doesn’t know enough to ask (his ignorance is his limiting factor) and the wise son (who inquires into the nature of things). The implication of this tale, of course, is that we should be like the wise son: inquisitive, open to expanding our knowledge, curious to increase our understanding of the world.
It was this curiosity to understand Inside Llewyn Davis that drove me to Google it. I can’t claim to have a proper understanding of it even now, but my little expedition online made me think. And the more I think about Inside Llewyn Davis and what the Coen Brothers and the actors were trying to do, the more interesting I find the movie in retrospect. Because it challenged me, it forced the limits of my mind to expand a little bit. And opening my mind to new concepts has always been a great pleasure to me.
So we return to wine. There are two kinds of people with regard to wine, too: those who like it and like to drink it, but have little or no curiosity about learning anything about it. And then there are those who are willing to take steps to understand wine. These begin with small, simple steps: Why are some wines white, some red, and some rosé? Why are some wines sweet while others aren’t? Why do wines of the same variety differ so widely in price? These are perfectly good, logical questions for the beginner to ask–and from there, you can branch out wherever you want, even into things like what the chalk of Chablis contributes to Chardonnay.
It’s in that area–the branching out, the effort to understand what doesn’t come easily to the mind, to penetrate more deeply into the heart of a topic–that people need guidance. I needed guidance to help me understand Inside Llewyn Davis. And the curious wine consumer–the “wise son” (and daughter)–needs guidance to help her understand wine.
There are many reasons why wine so often is so challenging for so many people. Maybe I’ll try to analyze that in depth someday. But for now, I want to say the answer to wine’s complexity is not to become one of those people who says he or she is in the business of “demystifying wine” or “making wine simple” or “taking the snobbery out of wine.” All such boasts should be seen for what they are: transparent attempts to take advantage of people’s insecurity in order to make money.