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Wine words, cultural worlds

A systematic review of metaphor and language in global wine communication

ORCiD logo with link | The University of Melbourne
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Available under the Creative Commons Attribution (CC BY) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Open Access publication of this article was funded through a Transformative Agreement with The University of Melbourne.

Published online: 20 January 2026
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https://doi.org/10.1075/term.25016.cre
Abstract
Wine discourse is fundamentally shaped by metaphor, transforming sensory and aesthetic qualities into culturally meaningful concepts that influence communication, evaluation, and consumer engagement. This systematic narrative review synthesizes 77 publications on wine language and metaphor published between 2007 and 2024, spanning cognitive linguistics, cultural linguistics, and sensory science. By integrating Conceptual Metaphor Theory (Lakoff, George, and Mark Johnson. 1980. Metaphors We Live By. Chicago: University of Chicago Press.Google Scholar logo with link to Google Scholar), Cultural Linguistics, and the Descriptive Analysis framework from sensory science, the review demonstrates how metaphor bridges sensory perception and communicative practice. It identifies recurrent patterns, including anthropomorphism, cross-sensory metaphors and correspondences, and embodied imagery, and traces their variation across linguistic and cultural contexts. Findings highlight both the potential and limitations of metaphor in facilitating cross-cultural communication, with implications for translation, marketing, and education. The review contributes to terminology studies by demonstrating how specialized wine discourse and its metaphorical terminology evolve at the intersection of cognition, culture, and commerce, and by offering strategies for more inclusive and effective global wine communication.
Article outline
  • 1.Introduction
  • 2.Background
  • 3.Methodology
    • 3.1Search strategy and inclusion criteria
    • 3.2Data extraction and synthesis
  • 4.Findings and discussion
    • 4.1Types of metaphors in wine language
    • 4.2Cross-cultural variations in wine language
    • 4.3Quantitative patterns of metaphor in wine discourse
    • 5.Implications for wine communication practice
  • 6.Conclusion
  • Note
  • References
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