Tag Archives: Aspiring Winos

Wine Media Musings

Today the Wine Bloggers Conference announced it was renaming itself as the Wine Media Conference. In the official announcement, Allan Wright of Zephyr Conferences highlighted a panel discussion from Day 2 of this year’s conference where the question was asked “Is the Wine Bloggers Conference appropriately named?”

Wine Media Conference logo

Logo courtesy of https://www.winemediaconference.org/

It was the opinion of Tom Wark from the Fermentation Wine Blog that the conference wasn’t–which was a sentiment that the leadership of the conference has been harboring for sometime. As Wright explained in the announcement,

Blogging is simply one form of communication and the reality is almost all blogger attendees at the conference also engage in social media. Many also do other forms of wine writing, either for print magazines, online magazines, or wineries. Wine Media Conference more accurately reflects what our attendees do.

Just as importantly, the change to Wine Media Conference is designed to be more welcoming to those who do not blog but do communicate about wine. This includes social media influencers, non-blogging wine writers, and those who work in communications in the wine industry. — Allan Wright, 11/9/2018

The announcement was also made on the conference’s public Facebook group where I shared my own concerns–namely that I likely wouldn’t have originally signed up to attend something called a “Wine Media Conference.”

What is Wine Media?

Much like how a group of people can pick out different flavors and aromas in the same wine, the same word can have different connotations to various people. The dictionary definition of “media” offers one tasting note: “the means of communication, as radio and television, newspapers, magazines, and the Internet, that reach or influence people widely.”

Photo by kerinin. Uploaded to Wikimedia Commons under CC-BY-SA-2.0.

Though I don’t know how influential those multiple copies of Wine Spectator where with those empty cocktail glasses.

The “reach or influence people widely” part is what resonates most with me and colors my view of “Wine Media”. Here I see an echelon of established publications like Wine Spectator, Wine Enthusiast, Wine Advocate, Decanter, Wine Business Monthly or online mediums like SevenFifty Daily, VinePair and WineSearcher.com.

I see the work of notable critics and writers like Jancis Robinson’s Purple Pages, Vinous Media, JebDunnuck.com, Jeff Leve’s Wine Cellar Insider, JamesSuckling.com, Allen Meadows’ Burghound, etc.

And I do see some blogs in that realm such as Tom Wark’s Fermentation, Jamie Goode’s Wine Anorak and Alder Yarrow’s Vinography. Though he is now a prominent writer for Wine Enthusiast, I would also add Sean Sullivan’s Washington Wine Report to that list as well.

But I certainly do not see myself in that ballpark.

As I think back to my apprehension of being a relatively new blogger attending my first conference this year, I know that even the idea of considering myself “Wine Media” would have been a non-starter for me.

I’m not “Wine Media”. I’m not Jancis Robinson. I haven’t been blogging for a decade-plus like Goode, Yarrow and Co. I’m a just a geek who sits at home drinking wine, reading wine books and writing about what excites me at a particular moment.

The idea of a “Wine Media Conference” would have seemed too exclusive to include me.

Inclusively Exclusive

In contrast, the idea of attending something called the “Wine Bloggers Conference” felt approachable and inviting. Being part of a community of wine bloggers felt attainable. It was my hope in attending that I could find other people like me that I could relate to. Much to my delight, I did.

One idea for future conferences would be to have the name tags note how many previous conferences a person has attended. That would be a great way to seek out more newbies or know who you should ask questions of.

One of the pleasant surprises for me while attending the conference was how many fellow conference newbies there were. I got a chance to meet folks like Noelle Harman (Outwines), Anne Keery (Aspiring Winos), Earle Dutton (Equality365) and more who, like me, were relatively new to wine blogging. It was immensely rewarding listening to their perspectives–their successes and stresses as well as the lessons and bumps they’ve learned along the way. Coupled with the tools and insights that I got from veteran bloggers and seminars, I know that I left the conference a better blogger than I was when I arrived.

It would have been unfortunate to miss that because of the limitations and exclusionary feel of the name “Wine Media”.

While all bloggers want to grow their readership–and will use things like social media to help expand their reach–the reality is that the vast majority of us will never come close to the dictionary media definition of widely reaching and influencing people.

And, honestly, not all of us may even want to be “influencers”–at least not in the sense that is in vogue today. Some of us may just want to have fun geeking and writing about wine.

Will those perspectives get smothered underneath the tarp of “Wine Media”?

The Need For “Fresh Blood” and Inclusion

Decanted screen shot

Many podcasters and videographers are still blogging their journey with wine–just via audio or visual mediums.
Also, most episodes usually include show notes (like this example from Decanted’s recent podcast) that are basically blog posts.

I understand the need to be inclusive–because the world of wine and wine communication is constantly expanding. Another great surprise from the conference was being introduced to some great new podcasts like the Weekly Wine Show and Decanted Podcast.

I wholeheartedly support the conference’s desire to see more participation from podcasters. The same with videographers as their work on YouTube is opening up a whole new realm for wine education. While I’m admittedly skeptical about the extent of influence that Instagram, Pinterest and other social media channels which limit context have, I eagerly want to learn more from individuals active in those venues about their experiences and insights that may abate that skepticism.

Plus, it seems like the conference has seen significant turnover in attendees. It makes sense that they would want to inject it with fresh blood.

A Bleeding of Wine Bloggers

Prior to the start of this year’s Wine Bloggers Conference, Tom Wark made several poignant observations about the waning interest and declining numbers in wine blogging. While 2018 saw a little bit of a bump, Wark noted how differently the list of attendees for this year’s conference has looked compared to years past.

Those of us who have been following and reading wine blogs since their start, we can look at a partial list of attendees at the upcoming conference and notice that no more than a small handful of those folks who started out blogging during the format’s peak time of interest are attending the conference. It’s understandable. On the one hand, many of these people no longer blog. Others may still be blogging, but no longer find interest in the conference. — Tom Wark, Fermentation Wine Blog, 9/10/2018

There hasn’t been much study into why we’ve seen a steady decline of interest in wine blogs–though David Morrison of The Wine Gourd has some thoughts and data. A lot of it does seem to be the changing landscape of wine communication.

But if we’re already “bleeding out” wine bloggers, how effective will an infusion of new blood be if, instead of “clotting” the loss, we’re excluding new platelets? Will the number of other wine communicators who attend offset all the newbie wine bloggers who may now feel excluded?

That will be a challenge for Zephyr Conferences to tackle in their messaging and promotion of the newly renamed conference. Not everyone is going to share the same definition or “tasting note” of  what is welcomed as “wine media”.

Show, Don’t Tell

I don’t want this post to give the impression that I’m downplaying or denigrating the role of bloggers like myself. Nor am I saying that we’re necessarily inferior to traditional wine media. We’re still wine communicators but, the majority of us (myself included), are certainly far less established than the traditional wine media.

Photo by James Anderson. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Though sometimes you can have multi-platinum albums and still end up just being Nickelback.

It’s like the difference between a garage band and a rock star with multi-platinum albums. This is the crux of my apprehension with adopting the name of “Wine Media”.

While our “garage band” of wine bloggers are most definitely musicians like the rock stars of wine media, it feels far too presumptuous to claim the title of “rock star” on our own. This isn’t about talent or worth. It’s about proving yourself on the larger stage.

Someday I would love to be spoken of in the same breath as Allen Meadows, Tom Wark, Jamie Goode, Jancis Robinson, etc. But I would never place myself in that sentence. I need to earn my place in that peer class and pay my dues along the way.

The same day that the Wine Bloggers Conference had the panel asking the question about whether the conference was appropriately named, Lewis Perdue gave the keynote address. Stemming from his journalistic background of working at the Washington Post, Wine Business Monthly and now publishing Wine Industry Insight, a central theme of Perdue’s talk was about building trust with your readership–building credibility.

Building Credibility

This is what a musician does with every gig they play, every song they record. They don’t step out of the garage and onto the stage to tell the world that they’re a rock star. They go out and they prove it, paving the way for others to bestow that title on them.

As bloggers, we are building our credibility with every post. Some of us may be content to stay in the garage and play for family and friends. Others may want to move on to gigs that will take them to increasingly larger arenas.

Some of those bloggers may eventually become “rock stars” of wine media. But the path to that stage won’t be paved with telling the world that they’re “Wine Media”.

It will be by showing it.

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WBC18 Day 1 Quick Impressions

Getting ready to start Day 2 of the 2018 Wine Bloggers Conference and my nervousness has subsided considerably.

It was really great meeting several bloggers who I’ve only known before as names on a screen. I’d love to give a particular shout out to Lisa Stephenson (Worldly Wino), Noelle Harman (Outwines), Anne Keery (Aspiring Winos), Maureen Blum (Mo Wino), Dwight Furrow (Edible Arts), Reggie Solomon (Wine Casual) and Margot Savell (Write For Wine) for being great geeking and drinking companions yesterday.

I also want to thank Nancy Croisier (Vino Social) who I’ve known outside of blogland but has done a lot to help me feel welcomed here at WBC.

Lustau’s Sherry Wine Specialist Certification Course

I will definitely be doing a full write-up in the next few weeks on this event. A big light bulb moment for me was realizing the similarities and overlap between Sherries and Scotches.

Both drinks mostly start out with a single main ingredient (Palomino grape and Malted Barley). Yes, there are some other minor grapes like Moscatel and Pedro Ximenez and Blended Scotches can have various grains like corn and rye but, for the most part, the reputation of both are built on these primary ingredients.

Many Scotches are aged in Oloroso Sherry casks which makes tasting the Lustau Don Nuno Oloroso Sherry a great education for Scotch fans. 

The diversity of styles that arise from those single ingredients begin early in the production process with pressing decisions with Sherries that dramatically impact mouthfeel while the shape of the still and angle of the lyne arm with Scotch will similarly have a pronounce influence on the resulting mouthfeel and body of the Scotch.

Then comes the ever important aging period with the environment, barrels and time leaving their indelible print. While the use of yeast seems to be more important to Bourbon producers than necessarily Scotch, you can still see an overlap with the presence or absence of Sherry’s famous Flor yeast. Though a better comparison on degree of influence may be more with water source.

You can also draw a parallel between the art and skill of blending for whiskies with the simplicity yet complex results of the solera system.

Welcome Reception Wine Tasting

Two big wine discoveries jumped out at the reception tasting–the wines of Mt. Beautiful in the Canterbury region of New Zealand and the Lugana DOC located at the south end of Lake Garda in Italy.

The 2016 Mt. Beautiful Pinot noir, in particular, was excellent and ended up being the best wine of the entire day (with the 2013 Mullan Road a close second). It reminded me of an excellent Oregon Pinot noir from the Eola-Amity Hills with its combination of freshness, dark fruit and a mix of floral and spice notes. I would have pegged it for a $35-40 bottle but the Wine Searcher Average for it is $26!

After tasting the Lugana wines, I want to explore more about its primarily grape Trebbiano di Soave–locally known as Turbiana. As I’ve discovered reading the work of my Vino-Crush Ian D’Agata, the Trebbiano group of grapes is a mix bag with a reputation that is often overshadowed by the blandness of Trebbiano Toscano (the Ugni blanc of Cognac) yet can produce some stellar wines such as Trebbiano d’Abruzzo made by its namesake variety.

That “mixed bag” feel also characterized my tasting of the Lugana wines with some of them being fresh and vibrant like a racy Verdicchio or complex and layered like a Vermentino while others were decidedly “meh”. That could be producer variation but I’d like to learn more about Turbiana and which side of the Trebbiano family tree this variety may fall on.

Mullan Road Winemaker’s Dinner

Dennis Cakebread of Mullan Road and Cakebread Cellars

It was very fun to meet Dennis Cakebread and learn about his plans for Mullan Road.  He doesn’t necessarily want it to go down the Cakebread path in Napa with a large portfolio of wines (including apparently a Syrah from the Suscol Springs Ranch Vineyard in Jamieson Canyon that I now eagerly want). Instead, he wants to keep this 3000 case label focused on being a Bordeaux-style blend.

I also found it interesting that instead of going the Duckhorn/Canvasback route of purchasing land in a notable AVA like Red Mountain, Cakebread is embracing the blending mentality with sourcing fruit from great vineyards like Seven Hills in Walla Walla, Stillwater Creek and the Lawrence Family’s Corfu Vineyard in the upcoming Royal Slope AVA.

They poured both the 2013 and 2015 vintages of Mullan Road (as well as a one-off bottling of extra Merlot from the 2013 vintage) and it is clear that Mullan Road is a wine that rewards patience. While I suspect the 2015 will eventually be the better bottle, it was still at least 2 to 3 years away from starting to hit it stride while the 2013 was just now entering a good place with a solid core of dark fruit, juicy medium-plus acidity but added spice and floral aromatics for complexity. I can see this 2013 continuing to deliver pleasure easily for another 7 to 10 years that more than merits its $40-45 price point.

The evening also featured an unexpected history lesson with a character actor re-enacting the story of Captain John Mullan and the military road he constructed to connect Fort Walla Walla to Fort Benton in Montana on the banks of the Missouri River.

All in all, a great day. Here’s to Day 2 following suit!

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Getting Ready (and a bit nervous) For WBC18!

Update: If you want to know how my conference experience ended up check out my daily summaries from Day 1, Day 2 and Day 3 of the conference.

Tomorrow morning I’m getting up bright and early to make the 5 hour drive to Walla Walla to attend my first Wine Bloggers Conference.

I have no clue what to expect.

I’ve been reading the Facebook page for the event and monitoring the blogs of fellow attendees to get an idea of what to look forward to.

I really liked fellow WBC-newbie Anne of Aspiring Winos post on her pre-conference prep and what she is hoping to get out of it. Not only does Anne’s post give me great packing reminders (note to self: don’t forget the portable battery!) but also encouraged me to sit down and think about what I hope to get out of this conference (see below).

Another hugely helpful post came courtesy of Noelle of Outwines who had her husband, and frequent conference attendee in the tax world, write up some super useful Conference Survival Tips. Lots of good stuff here and I eagerly look forward to meeting up with the Outwines duo to get the 411 on the secret bathroom locations that they’ve scouted out at the Marcus Whitman.

The State of Wine Blogging Today

But probably the most thought provoking post came from Tom Wark of the Fermentation Wine Blog on why he is attending this year’s conference after a few years absence. After looking at GoogleTrend data highlighting the peak and subsequent wane in interest of wine blogging from 2010 to 2017, he made one observation that really struck me.

Those of us who have been following and reading wine blogs since their start, we can look at a partial list of attendees at the upcoming conference and notice that no more than a small handful of those folks who started out blogging during the format’s peak time of interest are attending the conference. It’s understandable. On the one hand, many of these people no longer blog. Others may still be blogging, but no longer find interest in the conference. — Tom Wark, Fermentation Wine Blog, 9/10/2018

https://en.wikipedia.org/wiki/User:Agne27

Yeah I used to be quite active on the Wikipedia Wine Project.

I was an avid reader of several wine blogs from 2007-2013 during the heart of my Wikipedia wine writing days. I didn’t take the jump into blogging back then since writing those wine articles on Wikipedia already gave me a geeky outlet. Plus I’ve never really cared about “attracting brands” or becoming “an influencer”.

Eventually the sexism and mind-numbing politics of Wikipedia finally got to me so I stepped away from writing completely. It took me several years to get the itch again. Instead of going back to Wikipedia, I decided to finally hunker down and get serious about blogging. But as I look at the landscape of current wine blogs as well as Twitter and Instagram, there is a part of me that wonders reading Wark’s nostalgia for those early conference years–did I missed out on these “glory days” of blogging?

Does someone like me–who would rather curl up with a wine book than pose with a bottle–really belong with today’s breed of social media influencers?

What Do I Want To Get Out Of This Conference?

With that back drop, here are my hopes for the next few days.

1.) Find my lost tribe of wine geeks. I know of a few that are out there which I looking forward to meeting. My hope is that I will find more.

2.) Learn about Sherry with the Lustau Sherry Wine Specialist Certification seminar on Thursday. This has always been a weak spot for me.

3.) Separate the wheat from the chaff with my Washington-centric bias. Looking at the attendee list, there is a good chunk of non-Washington wine people that will be attending and sampling lots of local Washington wine. I try hard not to have a “homer palate” but sometimes I can’t hide my unabashed love for Washington wine. I’m looking forward to hearing other perspectives.

4.) Figure out if I want to go to next year’s Wine Bloggers Conference in Australia. I’ve always wanted to visit Australia and this conference could be the perfect reason to finally put those plans in action. Ultimately it will depend on if I feel like I get anything worthwhile out of attending this year’s event.

5.) Just have fun.

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