(This post “It’s one of my dreams. What about you ?” was written by Guillaume Jourdan*)
The French Institute of Origin and Quality (INAO) has just announced that wine professionals are looking at introducing regulations for “natural wines”; wines that for the moment are only subject to a voluntary charter. The words “Organic” and “Natural” are evidently attractive for consumers who are more and more attentive to what they eat and drink. But it’s important that these terms don’t become abused, as they are now the object of a great deal of attention from consumers. That’s why legislation is necessary. But what if we went even further in informing the consumer?
And what if technology could settle all these problems? Instead of having a multiplication of certifications, what if there was a “Shazam of wine”? No, not the “Shazam” that would tell you in one click exactly what wine has been poured into your glass (name, country, grape varieties, vintage). No not that one. It would certainly be a very useful information tool, but one which would take away all the charm of blind tastings where we get it all wrong, but with bravura…. No, I’m talking about a “scientific shazam” which, in one click, would give a precise analysis of all the elements contained in the wine you are about to choose: in one click all the additives in the wine, their quantities and their dangers, would be revealed.
For fruit and vegetables, this possibility already exists in the very useful recent application Lapka, which has a sensor linked to your smartphone that tells you whether or not a fruit or vegetable contains pesticides and if it is really organic. Hey presto! No more complicated labels for the consumer to get their head round – “organic” “natural” and all the rest. This is concrete. With a “scientific Shazam”, we would be able to drink in the full knowledge of what we have in our glass. Now, I’m not convinced we should reduce wine to a simple scientific analysis, but using technology to improve our drinking experience and avoid misunderstandings, that I do like! In fact it’s one of my dreams. What about you?
(*Since 2003, Guillaume Jourdan has been advising more than 200 prestigious wine estates for their international marketing & communication strategy incl. Chapoutier, Hugel, Dr Loosen, Famille Perrin, Cos d’Estournel, Brad Pitt & Angelina Jolie’s Miraval…Write to info@vitabella.fr)
