The object of our paper is to examine how wine-related knowledge and practices play an important role in determining the respective flavour experiences of novice wine drinkers and sommeliers. We defend the idea that sensation is informed by knowledge, as it circulates in a cultural environment. Biosemiotics has developed appropriate concepts helping us understand how the same wine can generate diverging experiences. Within a biosemiotic framework, we consider wine flavours as relational, semiosic experiences produced by the convergence of sensory-discriminative, motivational-affective and cognitive-evaluative factors. Drawing from fundamental biosemiotics we argue that these factors vary according to the creature and its simultaneously biological and cultural umwelt. We conclude by examining a series of empirical studies consolidating the idea that sensation is informed by knowledge and language.