Barbera, Cabernet, Pinot… when it comes to wine, most of us know their names, but not everyone knows the right terminology to describe them. Translating the language of wine not only requires technical knowledge of wine and tasting terminology, it also means knowing how to convey its culture. Obviously, the rendering of the concepts need to be perfect, but it’s also become increasingly necessary to provide a translation that flows naturally – just like a good wine.

Our translation agency has worked on numerous translations in the food and beverage sector, refining our skills in a wide variety of fields in this fascinating market segment.

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But translating for the wine sector also has its difficulties. There are many ‘false friends’ in language translation. Translating a text might seem an apparently easy task at first, but you must be very careful about the terminology you use. In fact, every day, we stumble across translations on wine websites where the language is often incorrect or too literal.

Here’s just three examples of some of the common errors we come across:

  • When talking about food and wine pairing, avoid verbs such as ‘to mix’ or – a big no-no – ‘to marry’. It’s better to translate this as ‘Serve with [X] or ‘Pair with [Y]’;
  • To convey the unique taste of a wine, avoid words such as ‘excellent’ and never, ever use’ super’. Try and rework the translation, by using a phrase like: “A taste of [X] will undoubtedly impress you”;
  • When talking about where a customer can find a specific wine – a common occurrence online – try to avoid the verb ‘to buy’. Instead, use a more elegant term like “You can purchase [X] at [Y]”.

Wine Marketing: the primary goal of oenology translations

Marketing is one of the contexts where wine translations are very much in demand.

 Our agency has worked on many projects that promote the excellence of Italian food and wine, such as the ARVI wine website. In fact, we love translating anything about the wine world.

And our long-standing expertise in this field has made us realise that not all oenology translations are the same, which has also led us to adopt three simple guidelines:

  1. We must understand when and how a translation should be optimised and adapted for the target audience;
  2. We need to be able to faithfully emphasise and express the typical characteristic of each individual wine;
  3. We must be able to accurately describe the geographical origin.

Translating the language of wine: oenological translations by Opitrad

Opitrad is based in the heart of Milan, the city where Expo 2015 was held. We worked with various companies for this important international event dedicated to the food and beverage industry, where wines were a key focus. So, if you’re looking for an agency that can provide quality translations for the food and wine industry and beyond, we’re certain our services will suit your needs – and delight your palate.

Oenology translations: why using the right wine terminology is so important ultima modifica: 2020-12-18T19:58:52+01:00 da Annalisa Occhipinti