Written by Author, William R. Cupach
(Book Review by: Justin @ Mobius)
March 25, 2025 (Chicago, IL) — William R. Cupach’s Iron Fist in a Velvet Glove offers a deep dive into the complex concept of wine quality—how it is defined, assessed, and communicated. While many books focus on winemaking, Cupach instead explores the elusive nature of quality itself, blending scientific research, historical context, and personal passion into an engaging narrative.
What makes this book unique is its interdisciplinary approach. Cupach draws from chemistry, psychology, marketing, and philosophy to examine the factors influencing wine quality. Despite its academic foundation, the book remains accessible to wine professionals and enthusiasts, offering a structured yet thought-provoking analysis without becoming overly technical.
The book begins by addressing the fundamental question: What is wine quality? Cupach differentiates between intrinsic quality derived from sensory perception, and extrinsic influences like terroir and branding. He challenges the idea that wine quality is purely subjective, advocating for a blend of subjective enjoyment and objective assessment based on established criteria.
A significant section critiques wine rating systems, particularly the 100-point scale, questioning their validity and influence on consumer behavior. Cupach also explores the evolution of wine language, from ancient descriptors to modern sensory analysis, critiquing its tendency toward pretentiousness.
Another key theme is the role of expertise in wine evaluation. Cupach presents scientific studies comparing novices and experts, arguing that trained tasters provide valuable insight while acknowledging the limits of objectivity. He also examines how external factors—price, labels, and social settings—shape our perception of wine quality. Cupach weaves scientific analysis with historical anecdotes, making Iron Fist in a Velvet Glove a compelling read. Whether you’re a sommelier, critic, or wine lover, this book offers a deeper appreciation for the complexities of evaluating and communicating wine quality.
About the Author
William R. Cupach is Professor Emeritus of Communication at Illinois State University. Cupach’s co-authored book (with Dr. Brian Spitzberg), The Dark Side of Relationship Pursuit: From Attraction to Obsession and Stalking, received Outstanding Book Awards from the International Association for Relationship Research and the National Communication Association. His wine certifications include WSET Level 2 Award in Wine and Spirits, Italian Wine Professional (IWP) from Italian Wine Central, American Wine Expert (AWE) and Napa Valley Wine Expert (NVWE) from the Napa Valley Wine Academy.
