Common Mistakes to Avoid in Your English-Language Wine Marketing

You’ve worked hard to craft some truly exceptional wines and your marketing should reflect that. But a mistranslation or a misleading word choice can undermine your brand’s credibility in a heartbeat. Even seemingly harmless words can take on a very different meaning in English, leaving your international audience confused or giving the wrong impression of your wines. The good news? A few small language tweaks can make all the difference.

False Friends

Here are a few false friends to watch out for in your English-language marketing (and what to say instead).

🇩🇪 herb ≠ herbal 🇬🇧

If your wine is ‘herb’, don’t describe it as herbal.* Depending on the context, use:

• tart
• dry
• bitter (be careful with this one)

*Unless of course you’re talking dry herbal notes (herb-kräuterige/pflanzliche Noten)

🇩🇪 lieblich ≠ lovely 🇬🇧

Your wines are lovely. No question. But that’s not quite what lieblich means.

Instead, use:

• sweet
• semi-sweet
• smooth (context-dependent)

🇩🇪 körperreich ≠ corporal 🇬🇧

The English term corporal means ‚relating to the human body‘ (körperlich), and I think we can all agree that that is *not* an appealing sounding wine.

Instead, use:

• full-bodied
• rich
• intense

🇩🇪 Schmelz ≠ melt 🇬🇧

Your wines aren’t melting. Describe Schmelz as:

• richness
• silky texture
• rounded mouthfeel

Whether you’re introducing a new vintage, updating your website or preparing for an international wine fair, clear and natural English helps you connect with customers beyond your domestic market. Avoiding false friends is a small but important step towards marketing your wines with confidence and authenticity.

Let your words open doors to new markets – and let your wines do the rest.

Which false friends have you come across that have left you scratching your head? Let me know!