Name Your Wine [on Two Artists Tuesday]

“Ooooh,” I said, reading the bottle, “I want to be untamed and unbound. Plush and jammy!” She rolled her eyes. I won’t tell you what she said. There might be children reading.

As wine bottles often do, it inspired an interval of time paying attention to the phrases I paste on the labels of my life. What if I described my days with wine-label terminology? Last week was definitely earthy and robust. Crusty with hearty notes of calamity.

In my work life, I’m hearing with alarming frequency the word taxonomy. We need to create a taxonomy. We are approaching a taxonomy. The study of naming. The science of definition. With what classification will we identify, and therefore label, our creation? If our product was wine, what would we say of it? Bold and expansive, yet subtle and refined? Are we talking about what it is, what it does, or defining it so it will sell? Those levers are never mutually exclusive. A written language is always an abstraction. Reaching yet never hitting its mark.

Aren’t we living in an age where the world is seeking a new-ish taxonomy? Spin your news channels and hear the same story-wine described in remarkably contradictory terms. What is fruity to one audience is classified as filthy to the other. Two labels, one wine. One team refusing to taste for themselves. We brand ourselves “divided.”

William Shakespeare either created or wrote for the first time in the English language over 1,700 words. I want him on my taxonomy team. I want him to lead my wine-life-labeling committee. Though, I imagine he would be amused to tears at our wild word-world of marketing, our reality-wielding-“news” channels, he wouldn’t be at all surprised that the power of a label pasted on an experience. “Call it what you will,” he might say, “It’s a sorry sight.” No matter. Words, words, words.

Sorry sight! A great name for a wine. A bold red blend for a brave new world. William gives it two thumbs up. Edgy and energetic, nutty and dippy with hints of crackers.

read Kerri’s blog post about WINE LABELS

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