Winespeak: "undiscovered" & "underrated"
A quick trawl through the search engines throws up many uses of these two terms
It's not surprising; trying to convince your readers that you've discovered the "next big thing", or a wine that no-one else has written about is clearly a good thing if you're a wine writer.
The trouble is, the way it treats the reader as if they're a complete and utter moron. I mean, really, there are legions of winemakers out there who've been making wines for years just to be discovered by the wine press?
It wouldn't take the much humility for a wine writer or critic to simply explain that "for them" this is a new discovery, or that, in their opinion, these wines should reach a wider audience would it?
But no, that's too much to ask.
Instead, with monotonous regularity, the wine press trots out these "undiscovered" or "underrated" regions as if they'd stumbled upon another lost tribe in the Amazon all by themselves.
Never mind there's always a history to viticulture, and wine-making in these regions. That the local restaurants and bars have been happily selling these wines to those who venture into those parts without any problem at all for many a year.
If there's one truism about wine, it's that you'll never know it all. But that doesn't mean you have to pretend that you discovered that wine you've never encountered before.
It's simply just part of the learning process; the ongoing journey that is part-and-parcel of getting to know wine.