The world of wine can be a bit intimidating at first. Tannins and mouthfeel. Direct press or maceration. Disgorgement. Yeast. Barrels. Sulfites and sugars.
We are at another wine tasting today. All I see is smelling and swirling—and smelling again. Whispered murmurs of notes of cherry, or tobacco and leather.
“Pepper,” one man says, self-satisfied, as the others around him nod in agreement.
“I get that too,” a woman standing to the side says.
Another woman with horn-rimmed glasses exhales deeply and states, “The nose is so elegant.”
Another round of nods and murmurs permeate the room, which is getting fuller by the minute.
Master sommelier Aldo Sohm once said: “There’s a lot to be learned from a great bottle of wine. But there’s even more to be learned from one that you didn’t like.”
We’ve been learning about wine these past few years, yet still feel like we’ve only begun to scratch the surface. The rabbit hole goes deep, and for us, there will always be a shroud of mystery and mystique surrounding the world of vino.
But rabbit holes aside, let’s keep things simple for now.
We asked some of our favorite people in the Virginia wine industry: What are some things you wish more people knew about wine?
We talked to importers, distributors, sommeliers, wine reps, winemakers, wine bar owners, and others to help us clear the air and share some things they wish were more common knowledge.
So here’s what they said…
Michiko Matsuura, DipWSET
Fine Wine Specialist, Winebow Imports
@winebow
Wine is, at its core, an agricultural product. It’s alive, it evolves, and it reflects the land, the people, and the choices behind it. Each bottle carries a complete message, whether or not you know how long it spent in oak or where the vineyard sits on a map.
That message of place, intention, and care is what brings people together. I know wine can feel intimidating at times, especially when it’s surrounded by jargon or expertise. But it doesn’t require perfection or deep knowledge to be meaningful.
Wine invites curiosity, sparks connection and conversations, and builds community. When you show up with an open mind and try something new, just like that—you’re already participating in what wine is really about.
That’s where the joy lives.
Chauncey Jenkins
Hospitality Consultant
@mrchancefischer
The idea that buying good wine has to be expensive—that wine has to be an expensive hobby—is a misconception.
I think the best thing a person can do, especially someone newer to wine, is go to your local wine shop and talk to the buyers there. Establish some tastes you like, a baseline, and use that as a guide when going out to eat and such.
There are producers in some big-name regions (Burgundy, Piedmont, Napa) that are half the cost of the more famous bottles. Get to know the importer on the back of the label and their philosophy. I think of importers sort of like investment bankers—they have a thesis on what they should invest in that comprises their portfolio.
Wine is meant to be consumed with friends and should be fun. A lot more of the natural wine movement is aiming to make wine more approachable.
Melissa Williams
Lightwell Survey (Tasting Room & Wine Club Manager)
@lightwellsurvey
I wish more people knew that wine isn’t just for fancy meals or occasions. Wine can be enjoyed anytime and anywhere.
Part of the beauty of wine is that, because it’s a 750ml bottle, it’s always best to enjoy it with others.
Annie Barrow
Owner of Dinner Party Wine Shop
@thedinnerpartyrva
Wine can be super overwhelming—the labels, the grape names, the regions… it’s a lot. But that’s why we’re here.
This is what we’ve studied, what we love, and what we actually want to talk about—so don’t be afraid to ask questions.
Wine is one of those things you never stop learning about, and so much of it comes down to understanding where it’s from. Whether it’s a cooler coastal region or a hot inland one, the climate, the soil, the place—it all shapes what ends up in your glass.
And truly, great wine doesn’t have to be expensive. Some of our favorite bottles are under $25 and perfect for any night of the week.
That’s always a great place to start. Wine isn’t supposed to feel exclusive—it’s something meant to be shared, enjoyed, and explored at your own pace.
Robert Jones
Master Sommelier at Leek & Thistle
@leekthistle
Things I wish more people knew about wine…
- A sommelier/wine waiter is there to help you find the wine you want, not the wine they want to sell.
- It’s OK to ask for the red wine to be served cool.
- All red wines—and most whites—benefit from aeration.
- Drink what tastes good to you.
- Wine is a condiment, sauce, flavor enhancer… that happens to contain ethanol.
Maggie Bradshaw
Owner of Truckle Cheesemongers
@trucklecheesemongers
Pairing wine with cheese shouldn’t be stressful!
Consider the intensity of the flavor profiles—delicate fresh cheeses with crisp, refreshing wines, or a big earthy blue with a dessert wine.
Pairing cheese and wine from the same region is also an easy cheat. But at the end of the day, if you like what you’re eating and you like what you’re drinking, you’ll be happy.
Patrick Collins
Winemaker at Patois
@patoiswine
Most “traditions” are constructs—often not that old and highly malleable.
You can dig into all the minutiae of wine (place, time, techniques, people) if you want to, but you don’t need to be intimidated by arcana you’re “supposed” to know. If you can communicate your desired experience for a wine at a shop or restaurant, there are options to match it, expand upon it, or challenge it.
And if your wine professional cannot—or will not—have a conversation with you about your preferences, then don’t purchase anything from them.
Most wine is pretty industrial. People assume it’s just fruit—not a chemically and mechanically manipulated product. Seek out smaller producers and importers who freely divulge what’s in the wine.
Chantel Crocker
Owner of Oxford Cellars
@oxfordcellars
As a new wine shop owner still learning alongside my customers, I wish more people knew that you don’t need to be an expert to enjoy wine. It’s easy to feel intimidated, but the truth is: wine should be fun!
You don’t have to know every grape or region—you just have to know what you like. Great wine doesn’t have to be expensive or complicated.
Some of the best bottles I’ve opened lately are from small producers with big personality, all under $30.
Ryan Bennett
Assistant Tasting Room Manager at Blenheim Vineyards
@blenheimvineyards
People ask a lot about the process of making wine, and I always try to drive home the fact that it all starts with farming.
The better it grows, the better it tastes.
I always encourage people to order wines that grow well in our region, rather than ones that grow better in others—like getting Cab Franc instead of Cab Sauv.
Matt McGuigan
Owner of Click Wine Bar
@clickwinerva
I wish more people understood that the world of wine is whatever you want it to be.
There are rights and wrongs, do’s and don’ts—but most of that doesn’t matter day to day. Most people don’t care about pairings, for example.
So many of the tiresome old tropes have zero value today. Wine is a basic agricultural product, often made by farmers for other working-class people.
José Perea
Importer/Sommelier, Le Storie Wines
@the_wolfofwinestreet
I believe the average wine drinker has a basic knowledge of what they consume—region, grape, etc.
What many may not know is how these wines are produced. Practices in farming and vinification contribute massively to the identity of wine.
Most small or boutique wine shops focus on wines that are more carefully produced. They tend to stand apart from the mass-produced wines you’ll find at beverage chains and grocery stores.
Tim Jordan
Co-founder of Common Wealth Crush Co
@commonwealthcrush
What makes a vine thrive? Grafting. A fruit-bearing scion is joined to a hardy rootstock for strength and adaptability.
In nature, grapevines grew on edges—climbing, surviving, spreading. From deserts to riversides, they evolved through challenge. How? Flavor.
The tastier the fruit, the more it spread. That’s evolution by attraction.
Ryan Nottingham
Owner of Terroirizer
@terroirizer
The biggest misconception I wish more people understood is that wine doesn’t have to be so complicated. So much of the wine world can feel intimidating—full of jargon, rules, and pressure to “know” things. But at its heart, wine is simply an agricultural product made by people from grapes. Somewhere along the way, many of us lost the connection between the wine aisle and the produce aisle.
If winemakers had to list ingredients, many bottles would read more like lab experiments—full of additives, preservatives, and things you can’t pronounce. It doesn’t have to be that way. You just need to know where to look.
Not every bottle needs a tasting wheel or a score. You don’t need a glossary to enjoy a glass. What matters is how it makes you feel, who you’re sharing it with, and the story behind how it got to your table.
When we let go of the pressure to “understand” wine and simply experience it—tasting with curiosity instead of critique—we start to reconnect with the soul of it. At its best, wine isn’t about status or complexity. It’s about connection, pleasure, and trust—in nature, in the maker, and in your own palate.
Great points made by all, leaving us plenty to think about. I’m not sure whether we simplified things or expanded the rabbit hole further. Nonetheless—I leave you with this quote from American wine legend, Kermit Lynch: “Wine is, above all, pleasure. Those who would make it ponderous make it dull. People talk about the mystery of wine, yet most don’t want anything to do with mystery. They want it all there in one sniff, one taste. If you keep an open mind and take each wine on its terms, there is a world of magic to discover.” —Kermit Lynch @kermitlynchwine
And discover it, we shall.
Thanks, Kermit.
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