Settling A Score: Why I Don't Give Points For Wine And Spirits

There is a topic in the alcohol business that generates a lot of discussion and has done so for the last several years. It gets hotly contested and fiercely debated among industry suppliers, marketers, writers, bloggers, and beverage enthusiasts everywhere. Yes, I speak of ratings scales and point systems for wines and spirits.

Remember: one drinker's "Incredible" is another's "Average".

Let me start with this: I know we live in a time where quick-hitting, easily digestible information is crucial as we are always busy and value our time. I know giving a wine a point value wraps everything up in a neat package, but good beverages have more going on than a score. There is an interesting story, historical aspect, unusual grape variety, innovative growing method, or a winemaking technique involved. I am doing you a disservice if I am not sharing these distinctive aspects, and a two-digit number doesn't do it justice. I will explain...

My job as a retailer, marketing person, and educator is to provide you with quality, concise information about a product so you can make a decision on whether you want to invest your money in it. Additionally, my job is to put aside my own personal tastes and preference and simply share an experience. Then I comment on the following:

Does the juice taste good? (Anything I list here will be worth seeking out in proper context)

What does it taste like? (If I present you a list of flavors and aromas, you can pick out if you like the whole package or not)

What will it cost you? (Everyone has a budget and this is fair to discuss)

That's what I do here. I need to let you know what is inside the bottle and ask if YOU like what it offers; it doesn't matter if I do. Here is an example: suppose I describe a red wine from southern Italy. I tell you it is full-bodied with ripe berry fruit flavors, smells of wild flowers and finishes with a peppery kick for $17. This is par for the course at Flight School. Now, let's say I award this wine 93 points out of 100. If I do this, I have now put it in your head that you should like this wine.

What if you don't? Perhaps you like your reds a little lighter and leaner, or prefer white wines. No matter what, it is not my job to tell you what you should like. I am not here to make you question yourself in your beverage adventures, but rather give you confidence when you are buying something. I am here to show you a product that you would not have thought to look for on your own or were hesitant to spend money on something you have seen, but were unsure about...not judge you for being put off by any wines and spirits I highlight on this site. Additionally, some of what I discuss here is a personal adventure that is just fun to share. It's how I do business when I help customers at the store, and that's how I do business on this blog.

Do you like pineapples and grapefruit? If not, there is no chance you give this wine 92 points on your own scale. Image credit: Deutsch Family Wines & Spirits

Look, point systems from the alcohol publications can be a good thing. If you don't know where to start, it is an easy point of reference to help get you in the right direction. The important thing to keep in mind is that you are following an individual's taste profile that might not line up with yours. Even without my use of a ratings system, there will be some degree of subjectivity based on how I describe a whiskey, or a gin, or a white wine to you. I can admit that, and this is why I have always taken scores (and medals) with a grain of salt.

So instead, I focus on interesting characteristics. Is the wine warming and rich, or light and refreshing? Is the Scotch malty, fruity, or spicy? Does this Cognac retain its delicate aromas despite long aging time? Is the gin a juniper-forward Christmas tree in a glass, or is it a softer New World style? How sweet is the finish on this Port wine? Is the Chardonnay buttery and oaky, or zesty and mouthwatering? These are the types of stylistic aspects that will benefit you the most as you explore what you like, and that's the approach I take when sharing recommendations with you...and a number will not properly convey those qualities to you. In the end, your tastes and preferences are just that: yours.