It’s a kind of magic
Wine writers ... eat out your hearts. Because brewers can do it too - the mumbo jumbo. "Layered prosciutto and gamey wafts over ripe mulberries. Broad-shouldered, too." In case you are wondering - no, we did not make this up. This happens to be winespeak. Open any wine magazine and you are bound to stumble over wine descriptions which are way over the top. In their enthusiasm to share their taste experience with their readers, wine writers often get completely carried away. Hence their predilection for flowery language of the prosciutto-mulberry variety. But there is no denying that these descriptions have an impact on readers and consumers. That’s why brewers have been wondering for some time how to make the most on a label of the stuff that goes into their beers. At 5. Thanks a lot, Max.
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6 print issues