Abstract

The intellectualization of wine has given importance to what would ordinarily be seen as a self- indulgent recreation. Charters found that knowledge facilitates the ability for consumers to understand the nuances of and distinctions of different types of wine and that the extreme diversity of wines creates an intellectual challenge for consumers that can fuel a desire to investigate more about wine.1The exploration of knowledge about wine, in support of enjoyment through a broader understanding of the product, is not dissimilar to the exploration required of other leisure activities, such as the appreciation of works of art.2 In fact, wine has been described as a work of art in and of itself.3 Further, wine can be...