Taste is about preference. When someone has "good taste" they have well-refined preferences. Taste sounds like a snotty term that a sommelier uses, but we all have tastes, even if we're not talking about taste in full-bodied reds from Northern Italy. We have taste in music, taste in design, and taste in literature (even if your literature is banger... See more

So how do you turn this shift in the signalling of wine status to your advantage? Ana Andjelic suggests modern brands (and I'd add wine brands) can thrive in the aspiration economy by aligning with Andjelic's “Four C’s”:

• Content: This means sharing stories, tutorials, and insights that educate consumers about your wine, its culture, and its

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