Tell us how you taste wine, and we will tell you what kind of expert you are!

Whether "gurus", "emperor" or "influencers", wine consumers need references to help them choosing and buying wines. Given the diversity of possible sources (reviews from wine guides, wine merchants'recommendations or back wine label), where should they turn? Are all wine experts consensual in the way they taste wines? Do they differ depending on their domain of expertise: wine makers, sellers, or critics? This study aimed at understanding how experts apprehend wine tasting in relation to their professional objectives. A mixed design strategy combining content analysis of personal narratives of renowned wine experts with semi-structured interviews of wine professionals was used.