Kiwis Create World-First Visual Wine Language

When three passionate wine and hospitality professionals were thrown into lockdown, a new visual wine language was born.


In March 2020, Maciej Zimny, Josh Pointon and Jessica Wood, the sommelier trio at award-winning Noble Rot Wine Bar and Noble Wines, Wellington, embarked on a new business venture to solve the problem of ‘what’s in the bottle’.

“Time and time again we had customers asking what a particular wine tasted like or were faced with so many choices, it was hard to make a decision. For a lot of people choosing a wine can be complex and intimidating – whether from the supermarket shelf, at a restaurant or ordering online for yourself or loved ones,” said Pointon.

The trio realised they needed to create a modern language for wine, to help people understand its complexities in a simple, fun, and engaging way.


With the help of a local graphic design studio and months of tasting and planning, the new emoji-style wine tasting language came to life. Aptly named Wine-oji®, the system takes the guesswork out of what customers are buying, so that they know they will enjoy it.

The Wine-olojists have also created Wine-oji profiles of Classic Wine Styles of New Zealand and The World, to gamify learning about regional wine flavour profiles. It’s a new language for wine – less fussy, more fun.

This revolutionary world-first concept is truly a game changer in the industry and not only limited to New Zealand. As it’s a visual language and so unique, it has massive potential to go world-wide.