Wine Scholar Guild is currently developing a wine tasting diploma with a difference – stay tuned for an announcement in early 2024. This revolutionary course will allow students to take their critical tasting skills to the next level and gain deeper understanding of expression of place and terroir in wine. The course delves deeply into neuroscience and a qualitative approach to wine tasting, with an emphasis on texture and mouthfeel. We consider many elements that are neglected in traditional tasting methodologies, such as energy, vitality, salivation and digestibility. In this article, Simon J. Woolf asks what makes the difference between mass produced commodity wine and artisanal wine that reflects its origins.