Thing is, even if you completely ignore wine flavor there is so much to talk about. One, wine is often grown in picturesque areas that make great travel destinations. Wine has it's own battles like oak vs. no oak which brings people to same level of arguing as vi vs. emacs debate. If you're at all a history buff, wine intersects all throughout. Then there are generally cool, geeky things about wine. For example, how the wine in Santorini is cultivated is fascinating: http://www.winesfromsantorini.com/the-vineyard.html

I don't find any of this pretentious, and more general interesting conversation.