https://www.meininger.de/en/wine-business-international/wine-command The article raises an interesting question, but treats it rather superficially. I can see that people would be more comfortable talking to a computer with voice recognition software to avoid embarrassment, but the question that was not dealt with is the machine’s own pronunciation programming! French people cringe when English speakers say “grand crew” and “Pet-roos”. How would machines be taught to cope? In my experience, a difficult-to-pronounce name is definitely a handicap. The example of Coteaux de Tricastin is excellent in this regard. After a widely-publicized incident (radioactive leak) at the nuclear power plant in Tricastin, local winegrowers intelligently decided de change the name of their appellation. But can you imagine anything more unwieldy, difficult to pronounce, and eminently forgettable than Grignan-Les-Adhémar? Marketing score = zero. As for German wines, I must confess to being put off by names with 80 letters that I cannot hope to pronounce, and can perfectly understand people who feel similarly intimidated by French. Perhaps I am culturally inadequate or intellectually challenged… I can remember when the height of sophistication in the US was to be able to order – and thus more-or-less-correctly pronounce – “Pouilly Fuissé” in a restaurant when Jackie Kennedy declared it was her favorite wine. The pronunciation issue is a not unimportant factor in the rise of New World wines in the UK. How can you blame someone for grabbing a bottle of “Yalumba Merlot” far more easily than “Château Grand Barrail Lamarzelle Figeac, appellation contrôlée Saint-Emilion grand cru”? Best regards, Alex R.