<h2>Abstract</h2> "Taste" remains the number one motivator of food purchase. Extensive research has been conducted on the purchase determinants of involved wine consumers. Sensory properties are essential for involved consumers, who have a keen interest in understanding how their favorite wines are made, how provenance or production methods impact the taste of the final products. Involved consumers often turn to experts to deepen their knowledge. The challenge consumers often face is the lack of understanding of the expert language. Extensive literature exists comparing naive consumers' and experts' abilities in describing the "taste" of complex products. Several authors seem to imply that expertise is required for superior wine enjoyment. But is it? 50 involved wine consumers took part in an 8-week online training program to learn simple basic sensory principles to evaluate wine. Most realized for the first time the importance of olfaction in their overall wine experience. None had any notion of the biases altering their wine evaluation. All acknowledged how this training helped deepen their understanding of wine and enhance their enjoyment. This presentation suggests that opportunities exist for sensory scientists to amplify current sensory marketing practices beyond words, often misunderstood by consumers.