One of the main objections Wineries tend to comment on the use of the Internet is its inability to transmit emotions.

Being able to communicate emotions is a basic factor in the wine sphere, and all great current communicators in this sector are especially good at this. Bearing in mind Wineries believe emotions are not communicated, how much are interested could they be in using this tool?

Generally speaking, Internet is still a very cold communication tool. However, this definition may be more applied to web pages, where designs and contents are aimed at a more general visitor rather than to a specific one.

All this is changing with Social Media, as we contact individuals who show and identify emotions. And such emotions are more similar to the ones shared while paying physical visits to Wineries.

In fact, goods results are proven to be linked to the combination of both spheres –physical and virtual. It is all about taking advantage of the good aspects of both worlds.

I would like to talk about Handel’s Hallelujah. How many times have we heard this piece? We have listened to it so many times that it has lost its ability to catch our attention. Even though, we still like it.

This summer I had the chance to buy and read a wonderful book by Stefan Zweig, “Decisive Moments in History”. One of these great moments includes Zweig’s words on the Resurrection of George Friedrick Handel. While reading that chapter –about 30 pages– I decided to play the Hallelujah. The experience was so gratifying and touching that I had to stop more than once. The piece seemed to me much more superb after reading the story wonderfully written by Zweig. Most likely, this post will make this author sells more and more books, and it would be great as his words are simply magnificent.

I got this text from a blog about him, so you may repeat my experience.

Before start reading, I would recommend you to play the video and listen to the music. (Start reading when the music is played).

“Tear darkened Handel’s eyes. Great was the devotion oppressing him, and there were still pages to be read –the third part of the oratory. But after that “Alleluia, Alleluia!” we was not able to carry on. Such vocal joy filled him, it tensed him and expanded, and hurt like liquid fire wanting to flow till overflowing. It rushed, and oppressed, trying to find its way out. It wanted to climb and go back to heaven. Handel rushed to his pen and wrote several notes. One after the other, signs became real magically fast. He could not stop, just like a boat with its sail pushed with the tempest navigates forward, and forward. Around him, the night remained silent, and a humid darkness covered the great town. But light flew inside him as a torrent. And imperceptibly the music of Universe was echoing inside the room”.

Aren’t Zweig’s words emotive? Doesn’t it make the experience much more gratifying?

Writing the way Zweig does is not easy. I would say it is almost impossible, but I have met communicators in the world of wine who have been able to touch me in the same way Zweig did. Meanwhile, many Wineries exclusively focus on the aspects Wine Guides require from them.

Why don’t we just tell these marvelous stories we know? Why don’t we just communicate our emotions through the Internet? Why don’t we just make a difference in the best possible way?

Source of image: frangopeixe.blogspot.com

This post in Spanish: ¿Internet no transmite emociones? El Aleluya de Handel