Synaesthesia

This is not an abstruse word but one that simply indicates an expressive association between two words that belong to two different sensorial categories, like a cold silence or a wrapping aroma. It is also very useful when describing a wine.

As you all know, I am very particular about communication when it has to do with wine and, above all, the language used to describe it. This is because I remain convinced that we who are part of this world still do not have clear ideas about this subject. Themes like being self-referential, the excessive use of category jargon (sometimes called winese or wine-speak) and a certain attitude of looking down on those who would like to know more about wine with the naiveté of a beginner, which is unforgivable, existed and still exist among certain groups.

One of the things that I find works quite well when I am conducting a seminar or taking part in a conference on wine has to do with synaesthesia, which is not just a big word but which means to try and find similarities between what different sensations tell us. In other words, think of colors or sounds that are “hot” or “cold”, which bring together tactile sensations which are visual or auditory. Words like “rounded” or “vertical”, which we use during wine tastings, express essentially visual concepts but can be applied to sensations of taste, which is something tactile. Another example is an aroma being “wrapping”.

All these are just examples of synaesthesia that help us to understand, on the condition that they are used and explained well during a lesson on wine appreciation or a conducted tasting. And being easy to understand, these terms can be comprehended by those who are not experts on the subject thanks to their communicative value thus making them even didactic. Everyone wants to know what someone is talking about when they are speaking to us or trying to teach us something on a particular subject. More simply put, information needs to be understood by those who are receiving it. This is a subject that I think needs to be paid attention to and it goes in the opposite direction of those who prefer to relate their own personal sensations without any consideration for those who are listening and would like to know more.