Simplicidad y Complejidad

Markets / 19 enero, 2015

Por: André Deco Rossi

Simplicity and Complexity have opposite meanings. However, even though they can be utterly different, they can also be alike in the context of the wine industry. There is a thin line that separates them and it can be hard to create balance between both concepts, especially in the wine world that is, for many, mere glamour. However, this industry is a market just like any other in terms of difficulties, opportunities and reality. Allow me to clarify:

Wine is, undoubtedly, a drink that inspires stories, bears history and charms many people. Every bottle of wine contains the history of a family, a region, and a land. It also contains the work of many people, from the humble harvest workers to the prestigious and renowned winemakers and wine-producers. In this “fame” lies the danger and it is where the complex can become simple and the simple can become complex.

Given that it is a market in which a wine bottle may cost tens of thousands of dollars, in which awards and acknowledgments can inflate the ill-formed egos of many people and the most profound knowledge can pass for arrogance, people can end up feeling lost and clueless as of how to act in certain circumstances. I will share two extreme situations that I witnessed myself:

The first one is about a recently graduated sommelier that worked as a waiter and had been recently promoted. He had won a contest in ABS to conduct a professional specialization. When he tried to help a fellow sommelier attending to another table, he was unable to suggest a wine for the client, who kept rejecting disdainfully every recommendation he received. The client, upon deciding on a wine bottle that hadn’t been suggested, looked at his wife and told her: “this must be a waiter that the owner assigned today to cover the sommelier’s place. He puts effort into it but doesn’t understand a thing”.

The second one occurred in a restaurant during a tasting event. A distinguished sommelier from SP was participating and after seeing a sommelier that was working at the event experience difficulty while opening an aged bottle of wine, he offered to help him. He calmly opened the bottle and assisted him. It was a humble and attentive gesture that is not easy to find.

What I am trying to convey with these anecdotes is that, regrettably, we come across more situations like the first one than like the second one. This is a sign of an unprofessional and immature market. We meet many “connoisseurs” bragging with the use of flowery words and boasting their knowledge excessively and unnecessarily. It is unnecessary because they push away new consumers of wine who are interested but perceive wine to be a drink for a cliché elite.

I consider that professional merit, for journalists, bloggers, winemakers, sommeliers or even oenophiles, is being able to find a balance between this thin line I mentioned, that one that separates the concepts of simplicity and complexity. When being around the right crowd, I encourage them to use technical vocabulary and to act accordingly. However, when being around people that do not belong to the wine industry and have therefore no need to listen to ostentation and embellishment, I urge them to act naturally, displaying simple behaviour and proximity. While showing simplicity, they will be conveying complexity as well: the complexity of being simple.

André Deco Rossi
Graduado en el instituto inglés Wine & Spirits Education Trust (WSET) en los niveles 1 - Foundation, 2 - Intermediate e 3 - Advanced, cursados en Nueva York. Actualmente está cursando el cuarto y último nivel del WSET, el “Diploma”, curso que tiene una duración de 3 años y es preparación obligatoria para el reconocido Instituto Master of Wine. Es uno de los únicos 5 brasileros residentes en el país que ha sido acreditado como Profesor de este mismo WSET, habiendo sido aprobado por el WSet Educator Training Program 2011, en Nueva York. Es también profesor da Fundação Getúlio Vargas (FGV), en el curso “Negocios del Vino”. Editor e Idealizador del Blog EnoDeco, que es hoy el blog oficial de vinos del portal R7 – Record ( ), uno de los blogs de vino más visitados de Brasil, y que ya fue indicado por la Guia 4 Rodas como uno de los 10 mejores “enoblogs” de Brasil. Vencedor del concurso “Meu Vinho com Susana Balbo”, donde 30 blogueros y periodistas del vino participaron y armaron un corte, en el cuál la propia Susana, la más influyente enóloga Argentina de la actualidad, elegiría al mejor. Con el corte elegido, Déco tiene un vino elaborado y firmado en conjunto con Susana: Dominio del Plata Essential Limited Edition 2011. Columnista del Portal de Contenido BICOFINO ( ) y editor de vinos de la 4ª. Edición del Flavour Guide ( ), proyecto anual del crítico gastronómico Josimar Melo. Desde 2012 es PR en Brasil de Wines of Argentina, asociación que promueve la imagen y la marca de los vinos argentinos en el mundo. Responsable de toda la comunicación, eventos y RP en Brasil.” [:en]Graduated from the English Wine & Spirits Education Trust (WSET), New York, in levels 1 - Foundation 2 - Intermediate and 3 - Advanced. He is currently completing the fourth and final level of WSET, the "Diploma" course that lasts for 3 years and is mandatory preparation for the recognised Master of Wine Institute. He is one of only five Brazilians living in the country that has been appointed as a Professor of WSET, having been approved by the WSET Educator Training Program 2011, in New York. He is also a professor of Fundação Getúlio Vargas (FGV), in the course "Business of Wine". Editor and creator of the blog EnoDeco, which is today the official wine blog of portal R7 - Record (, one of the most popular wine blogs in Brazil, which was already indicated by Guia 4 Rodas as one of the 10 best “Enoblogs” in Brazil . Winner of the contest "Meu Vinho with Susana Balbo" where 30 wine bloggers and journalists participated and put together a blend, in which Susana, the most influential winemaker in Argentina today, choose the best. With the chosen blend, Deco has a wine made and signed together with Susana: Dominio del Plata Essential Limited Edition 2011. Columnist for the Content Portal BICOFINO ( and wine editor of the 4th Flavour Edition Guide (, annual food critic project Josimar Melo. Since 2012 he has been the PR in Brazil for Wines of Argentina, the association which promotes the image and brand of Argentine wines in the world. Responsible for all communications, events and PR in Brazil. [:en]

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