"What Makes a Wine a Classic?"

I read this article from the Wall Street Journal on "what makes wine a classic" and I found the main takeaway quite interesting in the context of this class.

The author asserts that "classic" means different things to different people. To the author, it is a wine that is "an archetype and an ideal" and is the "essence of predictability" -- you know exactly what you are getting when you drink it, and it evokes the meaning of wine and the region from which it comes. To others, "classic" can mean boring and expected.

To me this all points to a broader issue -- the use of words like "classic", "authentic", and all of the other vocabulary used to describe wine, really has the connotation of being uncool and old-fashioned, and this just points to the larger problem of getting millennials interested in wine. Of course, language doesn't change behavior, but it begs the question -- if the vocabulary used to describe wine were updated to be more modern and approachable, would it attract a wider consumer base, or would it simply degrade the value of the existing brand?

https://www.wsj.com/articles/what-makes-a-wine-a-classic-11580407743