Jamie Goode is a wine writer and lecturer. He has a national newspaper column, writes for many publications, and authors wineanorak.com, one of the top wine websites. His previous books include The Science of Wine, Flawless, and I Taste Red. He is based in London, UK.

"Original, sensory-fused titles. . . frame the book’s short and easy-reading chapters. Goode is open and assertive with his opinions, including of the need for a holistic approach to wine, but his tone is humorous, even facetious at times. . . . An entertaining and deep industry text."

• preface 1. the heart of authenticity2. the skill of winegrowing 3. soils matter4. the art of interpretation5. some wines are just wine6. the wine is a whole7. wine resists the proud8. the taste is not in the wine9. buildings, people, fabrics10. framing: how words can get in the way11. mouthfeel matters12. just because I’m learning doesn’t mean I’m stupid 13 wine as an aesthetic system 14. beauty is not the absence of flaws15. we drink wine for many reasons: flavor is just one of them16. a virtuous intoxicant 17. there is always another wine18. tasting transforms us19. we are not programmed to like certain wines20. scores can be useful, but mostly they are stupid 21. wine, be yourself22. the sadness of spoofulation23. too many commercial palates 24. monsters aren’t serious 25. the evil of overripeness26. express the vintage27. stay critical, but remember: there is room for everyone28. a mystical transformation29. don’t expect others to pick up your tab30. true to origins31. no new clothes32. bright side story 33. no one drinks wine blind34. you don’t drink the same wine at home35. beer is better than wine 36. escape the small oak rut37. segment or be damned 38. balance is not always in the middle 39. we are on a journey; this is mine40. don’t expect the fish to come to you41. lead with your best42. beware the wine consumer champions43. winemaking is not chemistry. it is biology44. stop trying so hard and just be yourself45. don’t be an all-rounder; be a specialist46. beware the time lag 47. first impressions matter48. play the long game49. for most wines, glass bottles make no sense 50. fewer follies51. celebrity wines, no thanks 52. all can play53. how to succeed at wine writing by writing boring articles54. the importance of stories55. why it mattersacknowledgments index

Jamie Goode is a wine writer and lecturer. He has a national newspaper column, writes for many publications, and authors wineanorak.com, one of the top wine websites. His previous books include The Science of Wine, Flawless, and I Taste Red. He is based in London, UK.

"Original, sensory-fused titles. . . frame the book’s short and easy-reading chapters. Goode is open and assertive with his opinions, including of the need for a holistic approach to wine, but his tone is humorous, even facetious at times. . . . An entertaining and deep industry text."

• preface 1. the heart of authenticity2. the skill of winegrowing 3. soils matter4. the art of interpretation5. some wines are just wine6. the wine is a whole7. wine resists the proud8. the taste is not in the wine9. buildings, people, fabrics10. framing: how words can get in the way11. mouthfeel matters12. just because I’m learning doesn’t mean I’m stupid 13 wine as an aesthetic system 14. beauty is not the absence of flaws15. we drink wine for many reasons: flavor is just one of them16. a virtuous intoxicant 17. there is always another wine18. tasting transforms us19. we are not programmed to like certain wines20. scores can be useful, but mostly they are stupid 21. wine, be yourself22. the sadness of spoofulation23. too many commercial palates 24. monsters aren’t serious 25. the evil of overripeness26. express the vintage27. stay critical, but remember: there is room for everyone28. a mystical transformation29. don’t expect others to pick up your tab30. true to origins31. no new clothes32. bright side story 33. no one drinks wine blind34. you don’t drink the same wine at home35. beer is better than wine 36. escape the small oak rut37. segment or be damned 38. balance is not always in the middle 39. we are on a journey; this is mine40. don’t expect the fish to come to you41. lead with your best42. beware the wine consumer champions43. winemaking is not chemistry. it is biology44. stop trying so hard and just be yourself45. don’t be an all-rounder; be a specialist46. beware the time lag 47. first impressions matter48. play the long game49. for most wines, glass bottles make no sense 50. fewer follies51. celebrity wines, no thanks 52. all can play53. how to succeed at wine writing by writing boring articles54. the importance of stories55. why it mattersacknowledgments index

Jamie Goode is a wine writer and lecturer. He has a national newspaper column, writes for many publications, and authors wineanorak.com, one of the top wine websites. His previous books include The Science of Wine, Flawless, and I Taste Red. He is based in London, UK.

"Original, sensory-fused titles. . . frame the book’s short and easy-reading chapters. Goode is open and assertive with his opinions, including of the need for a holistic approach to wine, but his tone is humorous, even facetious at times. . . . An entertaining and deep industry text."

• preface 1. the heart of authenticity2. the skill of winegrowing 3. soils matter4. the art of interpretation5. some wines are just wine6. the wine is a whole7. wine resists the proud8. the taste is not in the wine9. buildings, people, fabrics10. framing: how words can get in the way11. mouthfeel matters12. just because I’m learning doesn’t mean I’m stupid 13 wine as an aesthetic system 14. beauty is not the absence of flaws15. we drink wine for many reasons: flavor is just one of them16. a virtuous intoxicant 17. there is always another wine18. tasting transforms us19. we are not programmed to like certain wines20. scores can be useful, but mostly they are stupid 21. wine, be yourself22. the sadness of spoofulation23. too many commercial palates 24. monsters aren’t serious 25. the evil of overripeness26. express the vintage27. stay critical, but remember: there is room for everyone28. a mystical transformation29. don’t expect others to pick up your tab30. true to origins31. no new clothes32. bright side story 33. no one drinks wine blind34. you don’t drink the same wine at home35. beer is better than wine 36. escape the small oak rut37. segment or be damned 38. balance is not always in the middle 39. we are on a journey; this is mine40. don’t expect the fish to come to you41. lead with your best42. beware the wine consumer champions43. winemaking is not chemistry. it is biology44. stop trying so hard and just be yourself45. don’t be an all-rounder; be a specialist46. beware the time lag 47. first impressions matter48. play the long game49. for most wines, glass bottles make no sense 50. fewer follies51. celebrity wines, no thanks 52. all can play53. how to succeed at wine writing by writing boring articles54. the importance of stories55. why it mattersacknowledgments index