Tag Archives: wine influencers

Why Do Winery Instagram Feeds Suck So Much?

For a follow up to this post, check out How Can Wineries Use Instagram Better?

Okay guys, let’s sit down and have a heart-to-heart here for a moment. I’ve been breaking up with a lot of you via Instagram by unfollowing your winery accounts. And, yeah, it’s you and not me.
Photo by Today Testing (for derivative) - This file was derived from: Scroll on Desk.jpg Instagram logo 2016.svg. Uploaded to Wikimedia Commons under CC BY-SA 4.0

Simply put, a lot of your winery Instagrams aren’t worth a damn following.

Now I’m not saying that my own personal IG is gold. Don’t bother going there looking for inspiration or ammo.

But I’m not selling anything. I don’t make a dime from this blog, so my Instagram is purely for my own folly and note-keeping. Plus wineries shouldn’t be comparing themselves to personal IGs anyways. And god knows they shouldn’t be trying to emulate the feeds of so-called “influencers” which are their own kinds of pomp and circum-shit.

Instead, every winery needs to step back and think about what they’re doing on Instagram. What is the point of a consumer following you?

Is it to see a stream of spammy ads and bottle porn?

bottle porn pics from https://www.instagram.com/chateaustemichelle/

So much bottle porn…

Nope. Wrong answer.

If I wanted to see non-stop images of your wine bottles, I’d hijack your delivery truck and take it on a high-speed chase. News flash! People hate ads. That’s why we quickly turn the channel or flip the page.

So why in the world would I want to follow your feed just to see more time-wasting ads willingly? And that is precisely what your lovely, beautifully curated bottle shots in pastel locations are–ads.

Yeah, I can keep scrolling on by (which I do) but there comes a point where I (and other consumers) eventually pause and wonder–why am I following this shit? That’s when we wake up from the IG bubble and start searching for something real.

Give us dirty hands and real people.

Photo by https://www.instagram.com/p/BwkYD6QHP4J/

Great pic from Chimney Rock Winery. Grandma used to say that “Dirty hands are a sign of clean money.”
That’s probably still true, but in marketing to today’s Millennials, dirty hands are a sign of real people making authentic wine.

Wine doesn’t exist in a vacuum. It doesn’t magically appear out of Star Trek food replicators. There were real people who shepherded the land and put in the time, passion and effort to turn bunches of grapes into something meaningful in the bottle. Show us that!

One of the best lines that I heard on my recent press tour of the Stags Leap District was the comment from Chimney Rock’s winemaker and general manager Elizabeth Vianna that “… at least six hands have a role in getting the wine from grape to bottle.” Then she shared some of the stories of those hands like the cellar worker who has trouble clocking in during harvest because the fingerprint reader won’t recognize his print from being so stained and worn by the low-pH of grape must.

That’s a fascinating anecdote that makes me want to see those hands and drink that wine. If I’m going to follow a winery’s Instagram feed, it’s because I genuinely want to know more about it. That’s engagement that wineries shouldn’t squander.

Tell us why we should care. Then you will motivate us to seek out your wines and visit tasting rooms.

Seeing hideously artificial “set-up” shots of people posing with bottles or a random wine sitting alone next to the fireplace, on the beach, in the woods, or whatever does nothing to inspire us to do anything but unfollow your page.

If you’re going to show me “exotic places”, why not show me the vineyard? The winery?

Photo from https://www.instagram.com/p/BuDiUdAAjI9/

Great pic from the South African winery Thistle and Weed.
How many wineries talk about whole cluster fermentation on their back label and website but never bother to show it on their IG feed?

What happens in your vineyard and the winery shouldn’t be relegated to just back label jargon. Show us what happens! Yeah, it may be mundane and routine like budburst or racking, but to most consumers, these are exotic behind-the-scenes peeks into the magic of winemaking.

Every day, every winery has a gold mine of unique and interesting content ready to be featured. In the time you take to set up some plastic presentation with flowers and fruit, you could snap dozens of infinitely more interesting Instagram posts just by following around your vineyard workers and cellar hands and letting consumers see things through their eyes.

And for Pete’s sake stop with the 9 picture “puzzle portrait” spreads!

Photos from https://www.instagram.com/jbookwalterwines/

Ugh…I actually like this winery’s wines a lot but it’s hard not to be annoyed at this colossal waste of time.

My god is this not the most ridiculous waste of space (and likely photographer and marketing fees too)! Seriously, whoever tries to tell you that this is a great use of your Instagram feed should be fired.

Few things get me to hit unfollow quicker than to have my IG feed spammed with nine separate posts featuring fragmented pieces of wine bottles–all with an annoying caption to “Check out our homepage for the whole picture!”

Why?!?!?

Why do you think I want to invest my time in checking out your ad?

The People:Places:Porn Ratio

Photos from https://www.instagram.com/beauxfreres/

A decent PPP ratio from the Oregon winery Beaux Frères.

Every winery should go to their IG feed right now and take a look at their PPP ratio. Is your feed saturated with sad bottle porn or is it alive with personality-driven pictures of the people and places that make your winery interesting and uniquely you?

The wineries that do Instagram right tend to have a People:Places:Porn Ratio of 4:4:1 for every nine pictures. There can be variances in the mix of people and places featured as long as that last number is kept low.

The key to remember is that Instagram is for capturing attention, not commercials.

You want to give consumers reasons to learn more about your story and your wines. Instagram is a great platform to hand-deliver those reasons right to an engaged audience.

You just have to show us stuff that is actually worth our time and attention. Show us stuff that is worth following.

Save the bottle porn for print media. It’s a dying medium anyway.

Subscribe to Spitbucket

New posts sent to your email!

The Real Influencers of the Wine World

Earlier this month, the Drinks Insight Network published their top ten influential wine experts in the beverage industry. They highlighted 10 Twitter accounts with 17,000-245,000 followers and a ranking of at least 54 on GlobalData’s “influencer score”.

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

Yes, that is Kevin Bacon.

I follow all these accounts on Twitter and it’s not a bad recommendation to check them out. But I only actively interact and read 2-3 of them–Jamie Goode (@jamiegoode), Robert Joseph (@robertjoseph) and Ken Alawine (@alawine). I follow Goode and Joseph for their engaging dialogue about wine topics while Alawine’s feed is a nice diversion of fun memes and infographics.

I don’t think I’ve ever been influenced to buy a wine mentioned by any of them.

And I’m an active social media user who is already motivated to seek out wine stuff.

If I’m so minorly influenced by the most prominent influencers, then what kind of influence do these folks (as well as other influencers/bloggers) really have on the typical wine consumer?

Do You Want The Brutal Truth? 

Very little.

I know this post is not going to make me friends among my fellow bloggers or “influencers”. But I can’t forget about my past life before I really started blogging. In addition to several years working wine retail, I studied winemaking at the Northwest Wine Academy with thoughts of one day opening up my own winery.

Bottling wine

One of my favorite photos from winemaking school. Featured here is my mentor, Peter Bos.

While I’ve moved on from that goal, I still have many friends who work at or own wineries in the Pacific Northwest. When I talk to them about my experiences working in the trenches selling wines like theirs, I’m not going to bullshit them.

I know how tough it is for a small winery to compete in a saturated market. With time and money scarce, I’m not going to encourage my friends to waste either chasing the favor of “influencers”–especially if it’s not really going to help them sell wine.

Yeah, this is a self-defeating post for a blogger to write. Oh well. But I will share with you the same advice I give my winemaker friends. While this is, of course, anecdotal, it’s drawn from my years of helping tens of thousands of consumers while working as a wine steward at a major grocery store chain and a big-box retailer.

It’s also the advice that I would put into practice myself if I started my own winery. There are real influencers out there that drive people to a store looking for wines. But few of them would rank an “influencer score”.

The #1 Influencer — Friends and Family

In over seven years working on the floor, I’ve never had a customer come in with a blog post, Instagram or tweet on their phone looking for a wine. Again, anecdotal, but that is the stark truth.

However, every single day I would have multiple customers come in looking for a wine that a friend or family member recommended to them. These personal recommendations are, by far, the most valuable currency in the industry—and not just in wine.

Of course, friends and family are on Facebook, Twitter and Instagram. You can consider some social media influence from outside sources. But the reach of a blogger or “influencer” is going to be indirect and weaken with each link away from that personal connection.

The Bacon number of wine

A Few Good Men and some Sleepers

Essentially if we want to “Kevin Bacon” this, your best influencers are going to be the folks with a Bacon number of 1. When you start getting 2 steps or more removed from the consumer, the amount of influence dwindles considerably.

Advice for Wineries

Remember, keep your eye on the Bacon.

Personal recommendations from friends and family are more valuable than 90+ points from a famous critic. Wineries should seek these recommendations out every bit as aggressively as they court a high score.

Many wineries allow wine club members to bring guests to the tasting room for free. But I can’t think of many who do “friends and family” wine club events. Most events allow their members to bring only a single guest who is usually going to be a spouse.

How does that help you grow your clientele list? Think about expanding that allowance to 3-4 guests as well as promotions that reward current customers for referrals.

#2 Restaurant By-The-Glass Programs

While Millennials tend to be more adventurous than previous generations, there is always a risk in accepting a recommendation. For many, the risk of paying $7-20 for a glass pour of wine at a restaurant is more appealing than spending $25+ for a full bottle at a store.

After personal recommendations from friends and family, the second biggest driver of consumers to my wine shops was the desire to find something they had at a restaurant. Once in a while, a customer would be seeking something they ordered a bottle of but the vast majority of the time it was something they had from the BTG list.

Advice for Wineries
Photo by Iwona Erskine-Kellie. Uploaded to Wikimedia Commons under CC-BY-2.0

There is a reason why the big mega-corps focus so heavily on their on-premise accounts.

Getting on restaurant wine lists should always be a priority for small wineries. In many ways, it is the perfect setting for people to have their first experience with your wine–with great food and great company.

Placement on the BTG list is even more valuable than being on the general wine list. The intimidation factor is less while the openness to explore is greater. Of course, well-run programs will have talented sommeliers that can hand sell the entire list. However, there are very few consumers (like me) who indulge in things like playing the Somm Game.

Plus, for those consumers who are open to recommendations, the odds are better for your wine getting a BTG recommendation from the sommelier than getting one of your bottles recommended from the full list. Think about it. You’re competing against a dozen or so options by-the-glass versus potentially hundreds of bottle options.

I know competition for placement in these programs is high and brings a lot of challenges. But I firmly believe that the effort pays more dividends than chasing online influencers.

#3 First-Hand Winery Experience

While the influencers above drove more people to my shops, this is the area where wineries most control their destinies. Of course, the quality of your wine should be of paramount importance but second only to that should be the type of experience guests get in your tasting rooms.

Photo by Georg Botz. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

I know the sight of a “Bridesmaid Brigade” fills tasting rooms with dread. But they are all prospective customers, even if they don’t buy jack on that first visit.

Living so close to Woodinville Wine Country and within driving distance of all the major wine regions in the Pacific Northwest, I’ve seen the best and worst of tasting room experiences. I’ve also heard on the floor, from consumers, the best and worst as well.

The best experiences give people a reason to be excited about a winery. Often people visit 2-4 wineries on a trip, so the goal should be to stand out positively. Every tasting room is going to be pouring wine. That’s old hat. The memorable wineries are the ones that give their guests something more than just booze.

Advice for Wineries

I can not emphasize enough the importance of making sure you have a great staff working your tasting rooms. Pay the good ones well and work like hell to retain that talent. They are truly the difference between bringing home the bacon or burning it to a crisp.

I can’t count how many times I recommended a wine only to have a customer recount a bad tasting room experience that they (or friends and family) had. Even if it was several years ago when the winery was owned by someone else, it was a non-starter.

If I started a winery, I would take this Maya Angelou quote and frame it in my tasting room.

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. — Maya Angelou

#4 Published Media “Best of…” lists and Wine Competition Awards

My last retail holiday season was 2017 but I remember it quite well. This is when all the “Top Wines of the Year” and “Best of….” lists come out. It seems like every newspaper and magazine publishes some year-end compendium.

For retailers, these lists are both blessings and a royal pain in the ass. They’re easy sales because consumers come in ready to buy and you can fill their basket in 3 to 5 minutes—that is, if you happen to have the exact wine and vintages. The pain in the ass comes from nearly all these lists featuring wines of limited availability (sometimes even winery-only) or from a vintage long sold out.

Advice for Wineries
Photo by Wine Enthusiast Magazine. Uploaded to Wikimedia Commons under CC-BY-4.0

Customers coming into a wine shop with an actual print copy of a wine magazine is becoming rarer and rarer.

I ranked this one #4 but it could have easily been #5. The influence of traditional print media is certainly fading. When I first got into retail, I would almost weekly have customers coming in with the latest copy of Wine Spectator or the local newspaper critic’s column. Now it seems mostly concentrated on these year-end lists.

I’ve also noticed that the clientele that actively uses these lists skew older as well. Again, only anecdotal, but I suspect that the influence of these media sources will only continue to wane with the growing prominence of Millennials and Generation Z in the market.

Likewise, I see less excitement and influence surrounding wine competitions every year. But there is still some fight in the old girl. Personally, I don’t think they should have much any influence but people like shiny things. Wine competitions dish out lots and lots of shiny things.

For my own winery, I would still be entering competitions and sending samples out to the traditional print media. However, I wouldn’t put all my eggs in these baskets and focus more on the top #1-3 influencers above.

But you ultimately can’t discount the easy sales that a winery can get with prominent list placement. Nor can you downplay the influence that even a silly bronze medal sticker has in making a wine stand out on the shelf.

#5 Wine Apps

Wine apps with Yelp-like rating systems are another thing that I think shouldn’t hold much influence–but they do. As I described in my post Naked and Foolish, I think these apps are incredibly gameable and ripe for misuse.

My apprehensions aside, I realize that wine consumers (particularly the younger set) are downloading and using them. It’s not yet a considerable quantity, hence my #5 ranking, but it is growing. Before I left retail, I would see maybe a handful of customers a week whipping out their phones and scanning bottles to see how many “stars” something got. I can only expect that number to increase.

Advice for Wineries
Wine Searcher screen grab

While not necessarily a rating app itself, I often saw consumers on the floor using WineSearcher to check prices and critic scores.

While I doubt that wine apps would ever supplant the top 3 influencers, it is nonetheless a Bacon number 1 influencer that shouldn’t be ignored.

At the very least, I would recommend that wineries download these apps and pay attention to what scores their wines are getting from consumers. For small wineries that aren’t likely to get many inputs, it is probably not a bad idea to upload nice pictures of your labels. That way when someone is searching for your wines they can find them more easily.

I would avoid the temptation to add your own ratings and take part in the easy gaming of these apps. But that’s just me.

#?? Recommendations of Wine Stewards/Sommeliers

As a steward on the floor with face-to-face contact with consumers, I carried a Bacon number of 1. But how influential I truly was depended on a lot of factors. This makes it difficult to give a blanket ranking on how influential stewards (and in the same vein, sommeliers) really are.

For customers that I interacted with often and built a relationship, my influence would be only behind that of the #1 influencer–family and friends. I earned trust by learning their palates and backing up my recommendations with my knowledge.

But more broadly, my influence probably fell in the #3-5 range depending on the consumer’s personality (i.e. willingness to seek out a recommendation) as well as their past experiences with other stewards and wine shops. It’s very easy for a consumer to feel burned by a bad recommendation that they received one time, from one person, and then be skeptical about any recommendations they get–from anyone.

The hiring prowess and training programs of a wine shop/restaurant have an immeasurable impact on how influential their stewards and somms will be.

Advice for Wineries
Picture with Jean Triaud of Ch. Gloria

A pic from my retail days where I had a chance to meet Jean Triaud, the grandson of Ch. Gloria’s founder Henri Martin.
Trying the wine was nice, but I was able to introduce many more consumers to Ch. Gloria’s wines through the stories and insights that Jean shared.

After family and friends, wine stewards and sommeliers have the potential to be the second most potent influencer selling your wine. I would give the nod to a winery’s own tasting room staff vis-à-vis, but when you add up how many people visit your tasting room versus the numbers that visit wine shops and restaurants, the potential is higher with the latter.

It is undoubtedly in a winery’s best interests to influence these influencers. These are the folks that are in the trenches presenting your wine to consumers. They have the potential to move far more cases of your wine than a blogger like me ever will.

But it is not just about getting wine stewards and sommeliers to try your wines. Keep in mind that they’re likely getting samples, trips and other perks from dozens upon dozens of other wineries.

You need to sell them on what makes your winery unique and distinctive, just like you do to a consumer face-to-face. Successful wineries reach out to wine stewards and sommeliers and give them tools (great stories, behind-the-scenes insights, etc.) that they can share to the thousands of consumers they interact with yearly.

I’m not saying that bloggers and social media influencers have zero influence, though.

I don’t want to come across as slamming my fellow bloggers or denigrating their efforts. I know we’re all working hard to make original and useful content that people will want to read. Believe me; I feel the same flutter of excitement and gratification looking at page views and subscription numbers as you do.

But the truth is, is that we are, at best, Bacon number 2s when it comes to the true reach of our influence. We have some influence, but it is quite limited.

We can contribute content that shows up on Google searches when an already engaged and intrigued consumer looks for more info on a wine. Indeed, this is the area where we probably exert the most influence which is why creating original and compelling content is critical.

But that audience of actively engaged consumers is still relatively small. And those prospective consumers needs to be initially “engaged” by something else before they start searching–often by things in the Bacon number 1 realm like sommeliers and wine stewards.

Photo from Renee Comet of the National Cancer Institute. Uploaded to Wikimedia Commons under PD-author

Engage bacon is by far the most influential bacon.

Now bloggers and social media influencers can certainly influence those sommeliers and wine stewards. Stepping back and thinking about my retail days, I most certainly read blogs and got intrigued by wines.

However, when I step back further and look at the blogging and “wine influencer” scene–when I look at what I’m doing–I realize that we are mostly just influencing ourselves.

Spend any amount of time scanning the comments and likes on Instagram of notable wine influencers and you start seeing a pattern.
It’s the same people talking to each other.

Now, truthfully, that is great because this is a community that abounds with terrific friendships. One of the most edifying results of attending the Wine Bloggers Conference was meeting fellow bloggers that I could geek out with.

But we can’t mistake shared passion for influence.
Photo by J.Dncsn. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Non-engaged bacon.
This is how I view my blog posts. They’re an ingredient that needs to be “cooked” before its sweet aroma influences anyone.

Wineries that invest hundreds, if not thousands, of dollars sending out samples to influencers are not getting their money’s worth. Especially compared to the return on investment they could get focusing on the Top 3 influencers I noted above.

Preaching to the choir will never bring people off the streets and into the pews. And getting people off the streets to check out wines is the whole point of marketing. It’s what wineries need to do in order to survive.

That is why when my good friends with wineries approach me about sampling their wines for review, I’ll accept them–but I’m not going to mislead them about my “influence.” I know that there are better ways that they could be spending their time and money.

And sharing that might be my real influence.

Subscribe to Spitbucket

New posts sent to your email!

2018 SpitBucket Year in Review

I just returned from vacation and am working on my blogging calendar for 2019. As I plan my content goals for the year, I decided to take a look back at what I did in 2018.

TruthTeller and the Wine Fool at WBC18

Winemaker dinner with Chris Loeliger of TruthTeller Winery and the Wine Fool at the 2018 Wine Bloggers Conference.
Going through my Google Photos, this one jumped out to me as an apt summary of 2018.

While I technically started this blog back in 2016, I didn’t dedicate myself to full-time writing until last year. I spent a good chunk of 2018 feeling my way through and figuring out what I enjoyed writing about–as well as what resonated with readers. I’m a bit shocked at how much my traffic and subscription rate has jumped over these past 12 months and am very humbled by the support.

So as I look back on 2018, I’m also going to share a few of my thoughts on what content I’ll be producing going forward. The primary purpose of this blog will always be to serve as a study tool as I work on my WSET Diploma. But I am an inquisitive geek and a slutty boozer so it’s hard not to write about other alcohols that catch my attention. They also seem to grab the attention of readers (and search engines) as my top posts by traffic reveal.

The 8 Most Read Posts on SpitBucket for 2018

1) Apothic Brew Wine Review — Published on April 8, 2018
2) What We Know So Far About the Master Sommelier Cheating Scandal — Published on October 14, 2018
3) Johnnie Walker “White Walker” Limited Edition Scotch Review — Published on October 15, 2018
4) 60 Second Whiskey Review — Tullamore DEW Caribbean Rum Cask Finish — Published on March 9, 2018
5) Wine Clubs Done Right — Published on January 14, 2018
6) 60 Second Whiskey Review – Alexander Murray — Published on November 28, 2017
7) 60 Second Whiskey Reviews — Jameson Caskmates IPA edition — Published on January 20, 2018
8) Why I Buy Bordeaux Futures — Published on July 11, 2018

Some Thoughts
https://rnarito.wordpress.com/

For several weeks after the MS scandal hits, folks were searching for details about Reggie Narito, the somm at the heart of the scandal
Screenshot from Narito’s public blog.
https://rnarito.wordpress.com/

I’m quite surprised by how much traffic I still get on the Alexander Murray whiskey review. I wrote that piece back in 2017 and get weekly, if not daily, hits on it. While I’m not very familiar with search engine optimization (and only recently learned about how readability plays into SEO rankings), it’s clear that a lot of people are searching for info on this relatively obscure independent bottler.

Likewise, the eruption of the Master Sommelier scandal drew big interest from search engines. I also benefited from having my article picked up by various news aggregators like Wine Industry Insight and Flipboard. Admittedly, Flipboard is a platform (like Pinterest) that I still haven’t figured out. I plan on spending some time this year learning more about them.

My early January post about deciding to join the Tablas Creek wine club took off when Jason Haas wrote about it on the Tablas Creek Vineyard Blog. I was very shocked and honored that Haas would even read, much less seriously consider, the viewpoints of a random blogger. But as I learned in my continuing journey as a wine club member, this is just par for the course with the Tablas Creek team’s outstanding engagement of their customers.

It’s clear that they are continually striving to improve and actively want to hear from consumers. They’re not hiding out in some ivory tower or behind a moat-like tasting bar. The folks at Tablas Creek make wine because they enjoy it and want to share that joy with others. This is a big reason why they, along with Rabbit Ridge, are one of the few wineries on Twitter that are worth following.

It’s not all Champagne and Bordeaux

Working at grocery stores and wine shops, you learn quickly that the vast majority of wine drinkers don’t necessarily drink the same things you enjoy. You can respond to that in two ways–get stuck up and snobbish about it or try to understand what makes wines like Apothic Brew or its whiskey barrel aged brethren appealing.

Mamamango wine

The fluorescent glow of Mamamango in the glass was a bit weird.

I prefer to take the latter approach which is why you’ll find me researching the backstory of wines like Apothic Brew, Capriccio Bubbly Sangria, Mamamango, Blanc de Bleu and non-alcoholic wines with just as much attention as I do for my reviews of Petrus, Lynch-Bages, Giscours, Krug Clos du Mesnil, Perrier-Jouët Belle Epoque or Louis XV Rose.

Going forward, I will continue my exploration of new wine trends that emerge. While I am sincerely dreading the advent of cannabis wine, I will nonetheless try it–for science.

A Few of My Favorite Posts from 2018

These articles might not have gotten the search engine traffic that my whiskey and other wine posts did, but they were ones that I had fun writing. They’re also the posts that I think most convey who I am as a wine writer and my general approach to wine.

January

Snooty or Flute-y? — Published on January 13, 2018
Champagne Masters and their Bull Shit — Published on January 22, 2018
Don’t Be a Jackass and Blindly Listen to Bloggers — Published on January 25, 2018
Thought Bubbles – How to Geek Out About Champagne — Published on January 29, 2018
Cab is King but for how long? — Published on January 31, 2018

So apparently I was a bit feisty back in January (and drinking a lot of Champagne). While I’ve always had little tolerance for know-it-alls or folks who dish out bad advice–my language is usually not that stark.

Still, I stand by those words I wrote back then regarding the ridiculous assertations of so-called “wine prophets” and bloggers who aim to stir anxiety and doubt in newbie wine drinkers. These folks don’t do anything to improve the dialogue around wine or promote exploration. They deserve to be taken down a peg or two. And I sincerely hope that if I ever stray that far that someone will come along and knock me down as well.

February-March

Under the (Social Media) Influence — Published on February 13, 2018
What’s fine (and not so fine) about Vegan Wines — Published on February 25, 2018
Wine Competitions — Should Wine Drinkers Care? — Published on February 28, 2018
The Mastery of Bob Betz — Published on March 5, 2018
Jancis Robinson — The Beyoncé of Wine — Published on March 8, 2018
The Legend of W.B. Bridgman — Published on March 31, 2018

As I mentioned in my note about the Apothic Brew review, being in the trenches in retail gives you a lot of insight that you don’t glean from wine books or blogs. The typical wine consumer thinks about wine in a completely different way than most wine writers. That experience fuels my skepticism about the true reach and influence of “influencers”.

I noted in a later post in November, What’s The Point In Writing Wine Reviews?, that I never once had a customer come up to me on the floor with blog review or seeking a wine that they said they saw on Instagram and Twitter. Never. In contrast, nearly every day I had customers looking for a wine they had at a restaurant. When major newspapers or magazines came out with their yearly “Best of…” lists, they were also far more likely to bring people in than a blog or social media posting.

In October, I may have annoyed my fellow bloggers at the Wine Blogger Conference when I told a few winemakers that if I were running a winery, I would focus more on the influencers at national and regional publications as well as getting my wine on by-the-glass programs at restaurants. I would also enter every wine competition I could find because, even though these competitions really shouldn’t have the influence that they do, consumers respond to seeing shiny medals on bottles.

Putting the Pieces Together
Bob Betz and Louis Skinner

A highlight of my year was being invited to Betz Winery where I got a personal lesson on Washington State terroir by Bob Betz and head winemaker Louis Skinner.

Though the posts in March are genuinely some of my favorites. I love getting knee deep into the history of influential figures in wine. Wine lovers across the globe should know about people like Bob Betz, W.B. Bridgman and (in later articles) Martin Ray and Nathan Fay. The world of wine is a quilt with many people contributing to the stitches that keep it together. It’s easy to focus on the patches, but to understand the quiltwork, you have to look at the stitching.

My piece on Jancis Robinson, though, has a bit of a personal bent that goes beyond an academic profile. This one I keep prominently featured in my Author Bio because anyone wishing to understand who I am as a wine writer is well served by understanding the immeasurable influence that Jancis Robinson has had on my career.

April-June

Why I Don’t Use Scores — Published on April 4, 2018
Playing the Somm Game in Vegas — Published on May 7, 2018
Naked and Foolish — Published on May 21, 2018
Pink Washing in the Booze Industry for Pride Month — Published on June 24, 2018

Tokay Eccenzia from Lago

Still can’t get over the jackpot I scored playing the Somm Game when I was in Las Vegas this past May.
It pretty much made up for the disappointment of the 2018 Wine Spectator Grand Tour.

I also keep a link to Why I Don’t Use Scores in my bio as it is an indelible part of my approach to reviewing wine. I know I’m sacrificing traffic and backlinks by not providing magical numbers that wineries can tweet about or feature on their sites. Likewise, I’m sure many PR firms scan over postings like this that convey my love/hate relationship with reviews only to close their browser tab quickly. Frankly, I could care less.

Perhaps it’s privilege in that, with my wife’s career, I don’t need to make an income from writing. I don’t need to count on a steady stream of free wine samples for topics to write about. Truthfully, I prefer paying for the wine that I review or the events I attend because I feel that it gives me a better grounding in measuring their value.

I rate with my wallet instead of with scores because that is how most regular wine consumers judge wine. Did the bottle give you enough pleasure to merit its cost? Great, that’s was a good bottle for you. It doesn’t matter what points it got from a critic. Nor how many stars it had on an easily gameable rating system (Naked and Foolish).

While as a blogger this view is thoroughly self-defeating, I can’t ever see myself straying from the mantra of “Ignore the noise (i.e. bloggers like me) and trust your palate”. I’m not here to tell you what you should buy or how you should drink. I’m just geeking out over whatever is tickling my fancy at one particular moment in time.

September-October

Birth Year Wine Myopics — Published on September 6, 2018
Zinfandel — The “Craft Beer” of American Wine — Published on September 11, 2018
The Fanatical But Forgotten Legacy of Martin Ray — Published on September 29, 2018
The Wine Industry’s Reckoning With Millennials — Published on October 8, 2018
Race From The Bottom — How Should Wine Regions Break Into New Markets? — Published on October 25, 2018

A drum that I will continue to beat loudly in my writings is that the biggest threat to the wine industry over the next several years will be the “Boredom Factor” of the next generation. In 2019, Millennials will outnumber Baby Boomers as the largest demographic in the US. As I touched on back in my January post Cab is King but for how long? and in The Wine Industry’s Reckoning With Millennials, wineries are foolish to rest their laurels on the old-standbys of Cabernet Sauvignon and Chardonnay.

Millennials crave new experiences and are notorious for getting bored quickly. We crave uniqueness and distinction. As the influence of Baby Boomers and Gen Xers fade from dominance, wineries are going to have to figure out how to stand out from the pack of “same ole, same ole.” The wineries and wine regions that aren’t planning for this (or, worse, doubling down on the old guard) are going to struggle mightily.

November
Wagner Pinots

Pitting these Joe Wagner wines against various Oregon Pinot noirs in a blind tasting yielded some surprising results.

Wine Media Musings — Published on November 9, 2018
Viva La Vida New Zealand — The Coldplay of the wine world? — Published on November 13, 2018
What’s The Point In Writing Wine Reviews? — Published on November 15, 2018
Joe Wagner vs the Oregon Volcano — Published on November 30, 2018

While I’m coming around to the Wine Bloggers Conference’s name change to Wine Media Conference, I still hold a lot of the same sentiments I expressed in Wine Media Musings. The mantra Show, Don’t Tell is another one that I’m not likely to abandon. I see little need to puff up my credentials or try to claim a title of “Wine Media” for myself. I’m a writer. I’m a communicator. But ultimately it will be readers like you who decide what is Wine Media and what is just noise. My job is merely to put my head down, do my due diligence and work, and create content that will hopefully show that it’s credible and original.

December

The Hits, Misses and Mehs of Wine Reviews — Published on December 10, 2018
Stop Scaring the Newbies — A Look at the Wine Hierarchy of Needs — Published on December 16, 2018
Winery Tasting Notes Done Right — Published on December 17, 2018
Nathan Fay’s Leap of Faith — Published on December 31, 2018

Image source https://medium.com/@crypto_maven/bitcoin-maslows-hierarchy-of-needs-7bf1be0a366c

The Wine Hierarchy of Needs.
Original image from Bitcoin & Maslow’s Hierarchy of Needs. Drawing by Kenneth buddha Jeans with text added.

I’ll try to make a New Year’s resolution to stop writing about wine reviews for 2019. But I will say that posts like The Hits, Misses and Mehs of Wine Reviews have done a lot to solidify in my mind just what the hell I’m doing here. Even though I often draw on my experiences working retail, at restaurants and wineries for posts, at my core, I’m just a regular wine consumer like most of you. It’ll always be hard to separate from that mindset when I deal with wine reviews as well as winery tasting notes.

While there are aspects of those things that are undoubtedly helpful for consumers making buying decisions–a lot of it is also a heap of bullshit. (Sorry, must be a January-thing)

Finally, two of these year-end posts–the Wine Hierarchy of Needs and my piece on Nathan Fay–were my absolute favorites posts that I’ve written on this blog to date. It felt good to end the year on a high note.

My Favorite 60 Second Reviews of 2018

I went back and forth about whether or not I wanted to do a Top Wines of the Year post. Ultimately I decided against it for a few reasons. For one, I haven’t yet published my reviews on all the great wines I had last year–especially from the past three months. While I have my tasting notes written down, the Geekery sections take longer to do because I’m a stickler for research and fact-checking. I want to find multiple sources beyond just a winery’s website for details I publish. This means that many of the wines I review are ones that I might have had several days or weeks prior. (I do consider that when I make verdict calls relating to a wine’s aging potential or pratfalls.)

The second reason is that I don’t want this blog to be all about reviews. In general, I try to post reviews only around 2 to 3 times a week with the bulk of my articles being on other wine topics. For me, it will always be about the Geekery section. So while I will likely do 60 Second reviews in 2019 with the same frequency as last year, I may turn more of them into Getting Geeky with… posts.

With that said, this list below is not necessarily my favorite wines of the year (though many of them were excellent) but of the posts that I had the most fun researching for the Geekery section.
Beaucastel Chateauneuf-du-Pape

I learned a lot about Beaucastel’s approach to blending while researching this post.

Winderlea Shea Pinot noir — Published on January 29, 2018
Pierre Gerbais L’Originale — Published on January 31, 2018
Domaine Coquard Loison Fleurot Chambolle-Musigny — Published on February 28, 2018
Guardian Newsprint Cabernet Sauvignon — Published on March 14, 2018
Gorman Evil Twin — Published on March 15, 2018
2000 Beaucastel Châteauneuf-du-Pape — Published on April 9, 2018
2004 Nicolas Joly Coulée de Serrant — Published on April 21, 2018
Domaine des Pins St. Amour Les Pierres — Published on April 23, 2018
WillaKenzie Pinot blanc — Published on May 8, 2018
2007 Efeste Final-Final — Published on August 22, 2018
Adobe Road Bavarian Lion Cabernet Sauvignon — Published on September 28, 2018
Ch. de la Perriere Brouilly — Published on October 9, 2018
DeLille 2015 Rose (Can Rosés Age?) — Published on October 17, 2018
La Rioja Alta Gran Reserva 904 — Published on November 17, 2018
Accordini Ripasso — Published on November 19, 2018

Speaking of Getting Geeky

Few posts convey the spirit and focus of SpitBucket more than my Getting Geeky and Geek Notes features. Here is where I get down and dirty with the type of material that wine students pursuing higher levels of wine certification should aim to master. They make up a good chunk of the 350+ posts that I’ve written so far so I will narrow this down to just my ten favorites of each from this past year.

Getting Geeky with Domaine du Grangeon Chatus — Published on February 18, 2018
Getting Geeky with Soaring Rooster Rose of Counoise — Published on March 7, 2018
Getting Geeky with Gramercy Picpoul — Published on March 19, 2018
Getting Geeky with Henri Gouges La Perrière White Pinot — Published on April 6, 2018
Getting Geeky about Malbec — Published on April 17, 2018
Getting Geeky with Davenport Cellars Ciel du Cheval Rosé of Sangiovese — Published on August 4, 2018
Getting Geeky with Robert Ramsay Mourvèdre — Published on August 17, 2018
Getting Geeky with Otis Kenyon Roussanne — Published on August 25, 2018
Getting Geeky with Rabbit Ridge Petit Verdot — Published on October 13, 2018
Getting Geeky with Welsh Family Wines Blaufränkisch — Published on October 21, 2018

Geek Notes

This section changed focus in the latter half of the year. Previously, I used Geek Notes as a curated news feed featuring interesting weblinks with added commentary. After attending the Wine Bloggers/Media Conference in October, I realized that I needed to come up with a game plan for my social media channels. I moved the curated new feed over to the SpitBucket Facebook page and refocused Geek Notes to highlight useful study aides like podcasts, maps, videos and books for wine students.

Out of all the features that I do on the blog, this is the area that I will be increasing the frequency of my postings the most for 2019.

Barolo Cru map

A section of the Grand Crus of Barolo map with the full version at http://www.jdemeven.cz/wine/Barolo_map.pdf

Killer Clos Vougeot Map — Published on January 9, 2018
I’ll Drink To That! Episode 331 Featuring Greg Harrington — Published on August 23, 2018
UK Wine Show Episode 111 with Ian D’Agata — Published on September 23, 2018
Super Cool Map of Barolo Crus — Published on September 30, 2018
Grape Radio Episode 391 Interview with Hubert de Boüard of Ch. Angélus — Published on October 10, 2018
Insider’s Peek Into Champagne — Published on November 7, 2018
Top Audiobooks on California Wine History — Published on November 11, 2018
Five Essential Books On Champagne — Published on December 5, 2018
The Process of Champagne GuildSomm Podcast — Published on December 8, 2018
More Champagne with GuildSomm Podcast — Published on December 22, 2018

Additionally, in 2018 I launched my Keeping up with the Joneses in Burgundy series which dives into the family lineage and connection of Burgundy estates. I started with the Boillot family and have completed cheat sheets on the Morey, Gros, Coche and Leflaive families as well. I will definitely continue producing more of these posts over the next several months.

Wine Events of 2018 and Some Personal News

Last year I had the opportunity to attend many fun wine events. Some were great (like the Wine Bloggers/Media Conference and Hospice du Rhone) while others (like the most recent Wine Spectator Grand Tour and Taste Washington’s New Vintage) were a bit of a dud.

Morgan Twain-Peterson

Meeting Master of Wine Morgan Twain-Peterson of Bedrock at the Hospice du Rhone was another highlight of the year for me.

Walla Walla Musings — Published on February 15, 2018
Quilceda Creek Release Party — Published on March 18, 2018
Event Review — The New Vintage at Taste Washington — Published on March 27, 2018
Event Review — Washington vs The World Seminar — Published on March 29, 2018
Event Review — Stags’ Leap Winery Dinner — Published on April 22, 2018
Hospice du Rhône Weekend 2018 — Published on April 30, 2018
Déjà Vu at the Wine Spectator Grand Tour — Published on June 2, 2018
Getting Ready (and a bit nervous) For WBC18! — Published on October 3, 2018

My schedule of events for 2019 will be quite a bit different from last year. My wife and I are moving to Paris sometime in March as she takes on a new job opportunity in France. I will be making frequent trips back to the US to see family and work on a research project about the Stags Leap District AVA. But I’m not sure which events I’ll be able to attend–at least in the United States.

I do have my tickets already booked for the 2019 Wine Media Conference in the Hunter Valley this October, so that is a definite. I will also be transferring my WSET Diploma course work to London for an online/intensive classroom block schedule. This will give me a chance to explore some of the various wine events going on that side of the pond. Stay tuned!

Bordeaux Futures Posts

2015 Ch. Margaux

While I’ll likely never score as great of a deal as I did for the 2015 Ch. Margaux, I’ll still be a regular buyer of Bordeaux futures.

I started my coverage of the 2017 Bordeaux Futures campaign on May 1st of last year with an examination of the offers on Ch. Palmer, Valandraud, Fombrauge and Haut-Batailley. I completed 15 more posts, covering the offers of 64 chateaux, before it got too late into the year for futures offers to be relevant.

While my post Why I Buy Bordeaux Futures was one of my most popular of the year, admittedly I’m not certain if I want to continue this series with coverage on the 2018 campaign. These posts take a considerable amount of time to research and write and, overall, they don’t seem to get much readership.

But I will still be buying futures and doing this research on my own. I’ll likely do a modified version of the series in more of a summary format of the offers. I don’t need to necessarily repeat the geekery sections for each estate. I can shift that focus to individual Getting Geeky with... posts as I did for the 2007 Léoville Poyferré and 2008 Sarget de Gruaud-Larose.

However, if you were a fan of my coverage on the 2017 Bordeaux Futures campaign, I would love to get some feedback in the comments below.

Book Reviews

One area that I want to make a commitment to work on is posting more book reviews of useful wine books. Last year I only completed four.

Bursting Bubbles: A Secret History of Champagne and the Rise of the Great Growers by Robert Walters — Published on January 16, 2018
Rosé Wine: The Guide to Drinking Pink by Jennifer Simonetti-Bryan — Published on January 27, 2018
Washington Wines and Wineries: The Essential Guide by Paul Gregutt — Published on March 15, 2018
Oregon Wine Country Stories: Decoding the Grape by Kenneth Friedenreich — Published on August 20, 2018

While these are a bit of work, they are a lot of fun to write. I’m such a bibliophile that few things give me more joy than a highlighter and a good wine book. Writing these reviews is a way for me to relieve the delight of discovery I had when I first read them. They’re also terrific learning tools as I inevitably pick up something new (as I did with Oregon Wine Country Stories) when I go back to the text to write a review.

I’m going to set a goal of posting at least one book review a month for 2019. Some of these may be new books but most will probably be old favorites that I feel are particularly of benefit for wine students. I also enjoy putting together the Geek Notes for the Five Essential Books On Champagne and will continue that this year with listings of essential books on Bordeaux, Burgundy, Italian Wine, Winemaking and more.

Onto 2019!

So that is my look back at 2018 and thoughts for this year. Thank you to everyone who has subscribed as well as follow me on Twitter, Facebook and Instagram. I had a lot of fun last year and look forward to more geeking in 2019!

Subscribe to Spitbucket

New posts sent to your email!

What’s The Point In Writing Wine Reviews?

I have a confession to make. While I’m no longer in the retail game, I spent over 7 years in it working as a grocery store wine steward and an associate at a major wine retailer. In that time working the floor and talking to thousands upon thousands of customers, I never once had a customer ask me for a wine they saw reviewed on a blog.

Photo by Jami (Wiki Ed). Uploaded to Wikimedia commons under CC-BY-SA-4.0

Not once.

Oh I’ve had numerous people come in with Wine Spectator’s Top 100 list or a copy of award winners from local competitions like the Seattle Wine Awards. Local newspaper and magazine articles such as Andy Perdue’s Top Wines Under $30 and Sean Sullivan’s 30 Most Exciting Wines in Washington also brought people in hunting.

But never once did I have a customer show me their phone with a wine review from a blog. Or an Instagram pic. Or a Twitter wine chat recommendation.

Never.

I share this confession because as I settle into full-time writing, I’m wondering “What is the point in doing wine reviews?”

Do Consumers Care?

Jeff Siegel, the Wine Curmudgeon, recently asked if we’ve “reached the end of wine criticism?” . He highlights a 2013 Laithwaites Wines Survey that shows only 9% of wine drinkers actively used wine reviews to make a decision. In fact, rather than being helpful, the majority of the 1000 wine drinkers surveyed found reviews to be of little use.

Becca Yeamans-Irwin (The Academic Wino) created a chart showing the results of the Laithwaites’ survey for Wine Industry Insight.

Wine Industry Insight Chart on how helpful reviews are

Chart made by Becca Yeamans-Irwin for Wine Industry Insight. Published 10/26/2018

When I step back and think about how I approach reviews as a consumer, I realize that I hardly use reviews at all.

Context or Empty Text?

It’s not that I don’t read reviews. I’m reading wine stuff all the time and pay for subscriptions to Decanter, JebDunnuck.com, Vinous Media, Burghound, Jancis Robinson’s Purple Pages and others.

But I’m not reading any of those for reviews. If anything, these sites are like porn mags where I am actually just reading them for the articles.

When an article includes tasting notes with descriptors about bouquet, body, fruit, etc, my eyes gloss over them. Instead, I’m looking through the review for something unique or interesting about the wine–something about its story that is worth my attention.

When I was selecting sample reviews for my 2017 Bordeaux Futures posts, the ones I picked had added details about the vintage or chateaux such as if they had frost damage or how this wine compares to the style of years past, etc. While I often found the notes of critics like James Suckling to be virtually useless, other writers like Jane Anson of Decanter gave me the context I craved.

I also regularly read numerous bloggers who do wine reviews such as Jeff Leve’s The Wine Cellar Insider, Dwight Furrow’s Edible Arts, Dave Nershi’s Vino-Sphere, Tom Lee’s Zinfandel Chronicles and Robin Renken’s Crushed Grape Chronicles.

The writers and bloggers that give me context, I follow. The ones that just spew out tasting notes and numbers, I don’t even give a second thought to.

Here’s an example of a wine blogger I follow.

https://foodandwineaesthetics.com/2018/10/16/wine-review-bonny-doon-syrah-bien-nacido-x-block-santa-maria-valley-2009/

While I was familiar with the Bien Nacido vineyard in the Santa Maria Valley, I didn’t know that it was the first cool-climate US vineyard to plant Syrah. This great tidbit adds context to Dwight Furrow’s review of the Bonny Doon Syrah Bien Nacido X-Block.

Even if Furrow didn’t like the Bonny Doon Bien Nacido Syrah, those added details about the wine intrigues me enough to want to try it.

It wasn’t his description of the wine, the “rich, smoked meat with mint highlights” or “luscious, peppery burst of fresh fruit”, that ultimately influenced me. Nor was it his 92 point score. There are many wines that have savory, meaty flavors and pepper notes. Likewise, the cliche “a dime a dozen” doesn’t even come close to expressing how many “92 point wines” there are out in the world.

But the story he shared about the wine–the uniqueness of the Bien Nacido vineyard and the framing of this as a “treasure of the past” that can be used to view Grahm’s new projects–gave me a reason to want to try this wine above all the other savory, meaty and peppery 92 pointers out there.

Why Do I Review Wines?

Being a blogger myself, these sentiments might be a bit of “biting the hand that feeds me”. I mean, shouldn’t I be banging the drum for more people to pay attention to wine reviews? I do, after all, even have a samples policy. Come on! Get with the program LeBeau!

But though I’ve been actively blogging for over a year, it’s hard for me to disengage from the mentality of a consumer and reader of blogs. Nor can I discount my experiences working in the industry. It is those experiences, and dealing with other consumers, that have made me hugely skeptical of the entire concept of “wine influencer”.

Photo by Naotake Murayama. Uploaded to Wikimedia Commons under CC-BY-2.0

Lord knows that there are A LOT of stories that can be told about Randall Grahm and his wines.

However, I do think that wine writers have influence. But, as I mentioned with my example of Furrow’s review, it’s not in their tasting notes or numbers.

I might not walk into a wine shop with Furrow’s review on my phone, but the story of Bonny Doon’s Bien Nacido Syrah will resonate in my mind when I see the label or name on a wine list.

Even though I won’t remember the details of his tasting note at all, I will remember the story and context that Furrow shared about the wine.

THAT is the true influence of a wine writer.

These experiences are what shape my own 60 Second Reviews and how I expect readers to approach them.

To be brutally honest, folks could stop reading them after the Geekery section and make them 30 second reviews.

It’s that first section where I strive to give you something that either intrigues you about the wine or gives you a reason to think about it differently.

The tasting note that follows is mostly for my own edification. It’s there to force me to pay attention to what I’m tasting versus just drinking it. A lot of the language I use in those notes (like medium-plus acidity, firm tannins, etc) is language that I need to use for my blind tasting examinations. It’s not the same language that you are going to use when tasting the wine and my note is likely going to be quite different from yours in other ways as well. Wine is subjective and intensely personal.

Rating With My Wallet

The Verdict section, as I mentioned in my post Why I Don’t Use Scores, is my reconciliation of how I feel about the wine with what I paid for it.

I don’t expect to ever get many samples sent to me–and really, after the “hand biting” of this post, why would a PR firm want to? So the vast majority of wines I review will continue to be things that I bought with my own money from shops, wineries and restaurants.

Some things I’m going to feel really good about buying. Other wines are going to feel like I way overpaid for them. I’ll share that frank assessment because you’re likely not going to be getting samples sent to you either.

With every wine, it’s going to be your wallet and your taste buds that determine if it’s worth it. Not a tasting note, not a wine review and certainly not a numerical score.

That is why I don’t want to waste your time with empty text.

Subscribe to Spitbucket

New posts sent to your email!

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.

Subscribe to Spitbucket

New posts sent to your email!

WBC18 Day 3 Quick Impressions

Picture of Brokenwood Semillon wine

A big selling point for next year’s WBC will be the chance to explore more Hunter Semillons.

I’m back home from the 2018 Wine Bloggers Conference in Walla Walla. Next year’s event will in the Hunter Valley in Australia and I’m very tempted!

Over the next couple of weeks I’ll get back to posting 60 Second Wine Reviews and Geek Notes as well as a new edition of Keeping Up With the Joneses of Burgundy.

I’ll also have some extended write-ups from the conference so keep your eyes open for those. Till then feel free to check out the previous posts in my WBC18 series:

WBC18 Day 2 Quick Impressions
WBC18 Day 1 Quick Impressions
Getting Ready (and a bit nervous) For WBC18!

On to Day 3!

Breakout Session — Advanced Strategies for Facebook and Instagram

My other options for the morning sessions were How to Seal the Deal with a Kick Ass Media Kit and How to Craft a Compelling Professional Pitch which seem to be heavily tilted towards seeking paid promotions from wineries. Since I have little interest in those kind of gigs, I opted for this seminar hosted by Carin Oliver of Angelsmith, Inc.

I haven’t figured out what I’m doing with Instagram yet. I like pretty pictures as much as the next person but I get bored easily with bottle porn. Tell me something about the wine or vineyard beyond just “Yum!” or “Beautiful!”.

Wine Bloggers Conference Agenda

The “How to Make Wineries Adore You” session also didn’t seem like my calling.

I was hoping that Oliver’s talk would show me the value of Instagram as well what’s the best use of Facebook. While she gave great insights on how Facebook treats blog and business pages, I quickly realized that her talk was geared towards “influencers” who want to make themselves marketable to wineries. Again, that’s not me.

Can Google Read? How your Writing Affects Your Rank in Google Search

This was an awesome session! John Cashman and Nancy Koziol (The Oethical Oenologist) of Digital Firefly Marketing gave a terrific presentation that was the most fruitful of the entire conference.

Around 2/3 of my traffic comes from search engines so I was eager to learn how that happens. Cashman and Koziol explained search engine optimization and the current understanding of how Google analyzes and ranks pages. But the best part was Koziol’s section on how to be a better writer and make your posts more readable.

You can check out the presentation yourself here!

Bubbles & Bites With Gloria Ferrer

The old adage that American wine drinkers “Talk dry but drink sweet” has a lot of truth to it. The sweet Bruts of Gloria Ferrer fit that bill very well.

It probably wasn’t the best idea to schedule this session after lunch but sommelier Sarah Tracey (The Lush Life) did a great job of pairing Gloria Ferrer sparklers with various nibbles.

I wasn’t thrilled with the wines as the Gloria Ferrers were on the sweeter side of Brut with 12.2 g/l residual sugar (2010 Anniversary Cuvee $45) to 12.8 g/l (Rose $29). While the US and EU allows up to 15 g/l under the Brut category, in Champagne the limit is 12 g/l. Believe me, you can taste the difference.

Live White & Rosé Wine Blogging

I missed the Wine and Cheese Pairing with Cheeses of Europe and the Lightening Talks so I could finish yesterday’s Day 2 recap but I made it in time for the second round of chaotic blogging.

This style of blogging is still not my cup of tea but I was introduced to some awesome wines.

Amanda Barnes presenting the Garzon Albarino from Uruguay

Amanda Barnes of Around the World in 80 Harvests presenting the Garzón Albarino.

1.) Bodega Garzón 2017 Albarino — An Albarino from Uruguay! This was a first for me and I totally geeked out over the differences between this and the Albarinos I had the day before from Rías Baixas. The Garzón was crisp but more rich in the mouthfeel with riper fruit flavors. It also didn’t have the trademark salinity of the Galcian Albarinos.

2.) Dr. Loosen 2016 Wehlener Sonnenuhr Riesling GG Alte Rebben — A super geeky old vine Riesling sourced from 100+ yr vines that are still planted on their own rootstock. Crisp and dry with only 6.9 g/l residual sugar, it was a welcomed contrast to the Gloria Ferrer “Brut” sparklers from earlier.

3.) Troon Vineyard 2017 Riesling — I actually got a “sneak peak” taste of this before the speed blogging which I really appreciated. This complex, orange wine-style Riesling merits way more attention than what could be given in 5 minutes. Sourced from biodynamically grown grapes in the Applegate Valley of Southern Oregon, this wine spent 2 weeks macerating with its skins before being fermented dry and aged in neutral oak barrels. Lots of interesting flavors that I don’t regularly associate with Riesling like cumin and saffron with cantaloupe rind. Great texture and mouthfeel with a long finish.

Final Dinner Sponsored by Visit Walla Walla

The Truth Teller and the Wine Lunatic, together at last!

The last event of the conference was a dinner with Washington winemakers at each table. My table got to enjoy the company of Chris Loeliger of Truth Teller Winery and Tim Armstrong of Armstrong Family Winery.

With a more intimate setting, it was great hearing behind-the-scenes anecdotes about what it’s like starting a winery and the challenges that come with it. Of course, those great stories also came with great wines with the Truth Teller Right Bank Bordeaux-style blend Satire and Armstrong’s Cabernet Franc being my favorites. Look for some upcoming 60 Second Wine Reviews on both.

Subscribe to Spitbucket

New posts sent to your email!

WBC18 Day 2 Quick Impressions

Tom Wark (right speaking) of Fermentation Wine Blog and James Forsyth of Vinous/Delectable

Update: Check out my post Exploring the Cascade Valley at WBC18 about the wines featured at the lunch this day as well as my Day 3 overview for more details about the conference.

I’m darting away from the 2018 Wine Bloggers Conference activities to jot down a few quick thoughts from yesterday’s events. To see my thoughts from Day 1 check out my post here as well as my pre-conference worryfest here.

While a lot of those fears ended up unfounded, Day 2 introduced quite a few meaty questions for me to gnaw on.

It seems like an unofficial theme for Day 2 was “Why Are You Blogging?” with the morning panel and keynote speaker prompting a lot of inward reflection. I will admit that this is a question that has been wrangling around my head for a while now and will probably be the source of much rumination on the long drive home tomorrow.

Wine Bloggers vs Wine Influencers (vs The World)

This panel, moderated by Thaddeus Buggs of The Minority Wine Report, featured James Forsyth of Vinous/Delectable, Michael Wangbickler of Balzac Communications and Tom Wark of the Fermentation Wine Blog.

The aim of the panel was to distinguish what may separate a blogger from an influencer as well as how the future of social media and niche apps like Delectable could impact both.

I may write up a fuller review of this panel but there were three big takeaways that I got that really caught my attention.

1.) From Michael Wangbickler

Social media isn’t an alternative to blogging but it is another channel. While its ideal to utilize multiple channels, some are more tailored to certain audiences than others. For instance, Instagram seems to appeal more to image driven and younger generations while Facebook tends to cater to more lifestyle driven and older audiences. Twitter appeals to a diverse demographic that prefers one on one interactions.

Thaddeus Buggs (far left) of the Minority Wine Report and Michael Wangbickler of Balzac Communication (left seated).

Questions for me to explore:

Who is my audience? This is something I will definitely be pondering more. I think I can eliminate the image driven side. I personally don’t view wine as an “image accessory” nor do I write like it is. To me, wine is about enjoyment rather than enhancing status or image.

I feel like my style caters more towards the wine student and general enthusiasts but who knows? Maybe you guys can help me with some thoughts in the comments.

2.) From Tom Wark

If you are going to blog then you should focus on something that you can be the champion of and commit to posting at least once a week, if not more. Don’t be a generalist. Be the go-to person for something.

Questions for me to explore:

What do I want to champion? Or maybe to put it another way, what drives my passion that can fuel a commitment to write steadily about a topic? This is a dozy for me to chomp on because I can’t really say that I have had a focus with this blog at all. I’ve definitely followed more the generalist approach, writing about whatever has tickled my fancy at a particular moment–even dipping my toes into the world of spirits and beer occasionally.

Do I need to hunker down and focus on something? What can I possible be the “go-to person” for? My initial instinct is to focus more on the wine student aspect and write about the info that I have been seeking out for my studies. In some ways that has always been an impetus for me in writing. Wine info is scattered across the internet and books and I initially started writing wine articles for Wikipedia as a way to consolidate and digest that info into one source.

Do I continue that path with things like my Keeping Up With The Joneses of Burgundy series, Bordeaux Futures and expanded research articles on figures like Martin Ray, Bob Betz, W.B. Bridgman, etc?

3.) From James Forysth

Niche apps like Delectable are ways that writers can build credibility and authority with publishing their reviews as well as get useful backlinks.

Questions for me to explore:

Eh? Reviews are something that will probably always have me conflicted. To be 100% brutally honest, I really don’t think anyone should give a flying flip about what I think about a wine. This is also why the idea of being “an influencer” never appealed to me. If you read my review and go out and buy a bottle of wine, you are spending your money and you will be the one drinking the bottle–so really only your opinion should matter.

This is why I very deliberately organize my reviews to have my opinion shoved down to the bottom. For me, the story of the wine and whatever cool or unique details I discover are far more important.

I will share my opinion on the relative value of the wine versus its cost only because I’ve spent probably way too much money on wine and have learned a few lessons the hard way. I say “relative value” because ultimately we each have to decide on our own if a wine is worth paying what the asking price is–like $2600+ for a bottle of Petrus. That’s a decision that I can never make for you–nor should you ever want me to.

The Wines of Rías Baixas

Master Sommelier Chris Tanghe

I was looking forward to this event moderated by Master Sommelier Chris Tanghe. Since I’ve joined the Somm Select Blind 6 subscription, Albarino has been a royal pain in the rear for me to pick out blind. I confuse it so often with several different wines–Oregon Pinot gris, California Viognier, Argentine Torrontes–that I haven’t honed in yet on what’s my blind spot with this variety.

My Albarino issue is probably fodder for a future post but, after trying 8 vastly different examples of the variety from the Spanish wine region of Rías Baixas, I now have at least one razor sharp tell-tale of the variety to look for.

Salinity.

Every single one has this very precise and vivid streak of salinity–even the examples that had a lot of oak influence. While the highly floral and perfume examples will still probably steer me towards Torrontes while the weightier examples will trip up me thinking about Pinot gris or Viognier depending on the fruit profiles, it may ultimately be the salt that leads me home.

Keynote Speaker — Lewis Perdue

Lewis Perdue has a long history in journalism and the wine industry–working for the Washington Post and founding Wine Business Monthly. He currently manages the website Wine Industry Insights which is most prominently known for its daily email News Fetch that is curated by Perdue and Becca Yeamans-Irwin (The Academic Wino).

The bulk of Perdue’s very excellent keynote was about the importance of bloggers building and maintaining trust with their audience. He made the very salient point that admist all the noise of traditional and digital media, ultimately the readers are buying into you and you have to demonstrate that you are worth their time and attention. A big part of that worth is your credibility.

From here Perdue highlighted several pratfalls that befall bloggers who seek out paid promotion opportunities from wineries (are they being upfront with their readers and the Federal Trade Commission?) and noted that the more “the sell” increases in your writings, the less credible you are.

Ultimately each blogger has to answer the question “Why are you blogging?” Are you trying to make money? Trying to inform? Trying to build a reputation?

So….why am I blogging?

I know I’ve very fortunate in that I don’t have to try and scrape together a living from blogging. My wife is a manager in the tech field which safely covers all our bills (especially the wine bills). Listening to Perdue’s keynote as well as comments from the panel earlier and the seminars I took on Day 3 of the Wine Bloggers Conference has only solidified in my mind that I really don’t want to bother at all with influencing/paid promotion junk.

Which probably takes my blog off of a lot of PR and wineries’ radars but oh well. If your winery is really interesting and doing cool stuff like Tablas Creek or Domaine Henri Gouges, I’ll probably find you eventually and be glad to spend my own money on your product.

I know that if it lives up to the hype, I’m going to have a heck of a lot more fun writing about it and telling others than if a winery came knocking on my digital door wanting me to tout some mass-produced Cabernet and Chardonnay.

Frankly if you ever see me writing multiple posts about some bulk brand, dear readers, don’t go and buy the wine. That’s my distress signal. I’ve been kidnap. Send help.

But back to Perdue’s question.

Why am I blogging? I suppose it is to build a reputation and establish credibility. I’ve always been a big believer in the mantra “Show, don’t tell.”

Yes, I’m working on my various certifications and I would like to someday be a Master of Wine but I really don’t want my credibility to rest on some initials. I’d rather get out there into the world and prove my mettle by letting my work speak for itself.

Credibility is extremely important to me which is why I’m an obsessive fact checker and like to litter my posts with frequent links and attributions to other worthwhile sources (something that gets Perdue’s seal of approval). I want to get it right and if I have it wrong, I want to learn where I erred so I can be better the next time.

Live Red Wine Blogging

This was crazy chaotic and I need to hurry up and wrap up this post so I can get to the next round for Whites & Rosé. While I tweeted and Instagram about a few things, the wines that are really worth a more in-depth review I will seek out bottles to purchase for a later post.

Out of the 10 wines I tried, the ones that I will definitely be seeking out are:

In fact, I already bought a bottle! Kind of made it easy with the Mansion Creek tasting room in the Marcus Whitman hotel.

Mansion Creek Cellars 2015 Red Dog — 70% Tinta Cão (hence the name), 28% Cabernet Sauvignon and 2% Grenache-Syrah. Super cool blend and great back story with the Iberian grape varieties.

Stone Hill 2015 Chambourcin — This wine made this Missouri girl super nostalgic but also super impressed. It was fairly early in the tasting event and I was spitting so I can’t blame palate fatigue but I don’t remember Missouri Chambourcin being this tasty.

Tertulia Cellars 2014 The Great Schism — This winery thoroughly impressed me at this past February’s tasting of the Walla Walla Valley Wine Alliance in Seattle. They poured the 2013 release of the Great Schism which ended up being my wine of the event and this 2014 was just as good. If you are a fan of savory and complex Rhones then this winery needs to be on your radar.

Mystery Wine Country Excursion — L’Ecole 41 and Woodward Canyon

Rick Small (left) of Woodward Canyon and Marty Chubb (right) of L’Ecole

I pulled the red ticket and boy did I score with my mystery location being jointly hosted by the crème de la crème of Washington wine. I can’t do the evening justice in a short blurb so I will save my thoughts for a future post.

But I will say that this event was the perfect fulfillment of my original expectation from my pre-conference post of wanting to hear other opinions from non-Washington bloggers about our local wines.

I really enjoyed listening to the perspectives of Las Vegas-based blogger Louisa from The Grape Geeks and Dallas-based Diane and Nathan Roberts of Positive Vines as they enjoyed these benchmark Washington wines.

I eagerly look forward to reading their write-up of the event (as well as Earle Dutton of Equality 365 who was my dining companion) and comparing notes.

Subscribe to Spitbucket

New posts sent to your email!

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.

Subscribe to Spitbucket

New posts sent to your email!

Tracking the Tastemakers

Photo by Petrovsky. Uploaded to Wikimedia Commons under CC-BY-3.0

I’m reminded of Austrian puppeteer Karin Schäfer often when I walk into a supermarket’s wine department.

Recently Wine Enthusiast released their Top 40 Under 40 Tastemakers for 2018–a list highlighting the folks who are “… doing their part to lead the conversation and leave a lasting influence on the world of food and drink for generations to come.”

Admittedly lists like this usually illicit an eye roll response from me because of the feel of puffery that abounds in them. Often when I look more critically at these kinds of list, such as Social Vignerons’ 2018 Top 40+ Wine Influencers which I reviewed in my post Under the (Social Media) Influence, I find an absence of voices and views that actually do influence me to check out a new wine, winemaker or region.

Then there is the cynical part of me who looks at the world of wine through the jaded sunglasses of supermarket shelves dominated by mega-corporations and massive consolidation among distributors which leaves me feeling that the real “tastemakers” in the US sits on the boards of E&J Gallo, Constellation Brands, Diageo, Brown-Foreman, Beam Suntory, Treasury Wine Estates, AB InBev, Costco, Young’s Market Company, Republic National Distributing and Southern Glazer’s Wine & Spirits.

But that wouldn’t make a very exciting list now would it? Plus, I’m sure the puppeteers that are heading the decision-making at these companies would prefer to keep their strings hidden.

A Taste of Vox Populi

While the geek in me would love to see more people get excited about Pét-Nat sparklers and wines made from unique grape varieties like Trousseau, Fiano, Touriga Nacional, Pošip, Xinomavro and others, I know I’m in the minority.

So I sit by and shake my head as people go nuts over wines aged in bourbon barrels, mixed with cold brew coffee, Frosé cocktails, blue wine or silly packaging with “living labels”–the quality of the contents inside the bottle be damned.

Can’t argue with success even if it is not your cup of tea.


Even trends that start out on a craft level soon get co-opt and commercialized like how making cider from red-fleshed heritage apples became the latest rosé trend. The rye whiskey heritage that pre-dates the Revolution is now “marketable” with the big boys like Jack Daniels, Woodford Reserve, Wild Turkey and Jim Beam hopping on the rye wagon and expanding their portfolios. Patron and Jose Cuervo have their eyes set on the Mezcal market.

And let’s not even get started with what’s become of the sour beer and hazy IPA segments.

But c’est la vie.

If there is a dollar to be made in the beverage industry, somebody will be there to make it.

In vino veritas

Like wine, there is truth in innovation and if history has taught us anything over the course the 10,000+ years that humans have been consuming alcohol it is that we do like a little variety in our tipple–even if that variety is pumpkin spiced flavored.

Photo by Stephen Witherden. Uploaded to Wikimedia Commons under CC-BY-2.0

Y’all know its only a matter of time till Apothic PSL comes out, right?


To that extent, I’ll set aside my cynicism to look at Wine Enthusiast’s list and highlight for you some of the folks whose stories I’ve found spark just a bit of hope in my world weary heart.

Maggie Campbell – President/Head Distiller, Privateer Rum; Board of Directors Vice President, American Craft Spirits Association

A female head distiller who has a WSET diploma and is pursuing a Master of Wine certification? Badass! My wife is from the Peabody/Salem, Massachusetts area which is a short drive from Privateer Rum in Ipswich so the next time we’re visiting family back east, I’m definitely putting this distillery on my “Must Visit” list.

Paul Elliot — Founder, Loft & Bear

In all honesty, the vodka industry has been something of a joke the last couple decades with flavors and marketing holding more sway than quality and craftsmanship. I have to tip my hat to the small craft distilleries who try their best to forge a living in this category. While the whiskey, gin, rum and tequila categories have their Goliaths, those mediums at least give the Davids a few rocks of opporunities to differentiate themselves with their ingredients and aging. That’s a tougher task in the craft vodka segment.

Kudos to Elliot and Loft & Bear which not only wants to stand out from the pack but also wants to give back through their charity commitments.

Jim Fischer and Jenny Mosbacher — Co-winemakers, Fossil & Fawn

Photo by  Cornischong . Uploaded to Wikimedia Commons under PD-self

Admit it. You can see Treasury Wine Estates coming out with a “Living Amphora” series of Natural Wines at some point.

While I haven’t always been enthralled with the quality of natural wines, I do respect the commitment and passion behind the people who make them. I haven’t had a chance to try Fossil & Fawn yet but, being Pacific Northwest neighbors, I’ll certainly make an effort to seek them out when I’m in the Portland area.

But, and I’m going to let my cynicism slip in here, I do think that the moment when the Natural Wine Movement has made it will be when wineries like Fossil & Fawn start getting gobbled up by mega-corps like Constellation Brands (a la AB InBev’s mad buying spree of craft brewers).

It will be both a sad and triumphant time for the Natural Wine Movement but I’ll raise a glass and hope that folks like Fischer & Mosbacher still stay part of La Résistance and can make a healthy living doing so.

Maya Dalla Valle – Director, Dalla Valle Vineyards

Dalle Valle has been one of the few Napa “cult wines” that I’ve believed have been worth the hype. It is heartening to see the vineyards still stay in the family and that rather than resting on her name, Maya has gone out into the world to gain real experience at wineries across the globe.

Jésus Guillén — Owner/Winemaker, Guillén Family Wines; Winemaker, White Rose Estate

The last few times I’ve had White Rose wines from the Dundee Hills, I’ve been impressed. Learning about Guillén’s story gives me reason to explore these wines more as well as his own family estate wines.

The windmill that is featured on many of the Long Meadow Ranch wines is still holding the fort on their Mayacamas property overlooking Rutherford.


Chris Hall — Proprietor/Chief Operating Officer, Long Meadow Ranch

Long Meadow Ranch has been one of my favorite Napa estates for a while. Such an under the radar gem with a great winemaking pedigree that began with the legendary Cathy Corison and now features Ashley Heisey (previously of Far Niente and Opus One), Stéphane Vivier (previously of Domaine de la Romanee-Conti’s owners’ California project–Hyde de Villaine) and Justin Carr (previously of Cakebread, Rudd and Hourglass).

But visiting the estate a couple years ago as well as their delicious farm-to-table restaurant really hit home for me the Hall family’s commitment to sustainability and the environment.

Jonathan Hajdu — Winemaker, Covenant Wines

I’m not Jewish but I’ve listened to many Jewish friends over the years lament about the poor selection and quality level of many kosher wines–especially those that are mevushal which are flash pasteurized so they can be handled by non-Jews.

While I know that there are quality minded producers in Israel and abroad making kosher wines, their small productions and the hurdles of importation limits their access to US consumers. Being based in Napa and Sonoma, Covenant Wines does have the potential to fill in a sorely needed niche. It never hurts when you have fruit sources like Rudd’s Oakville Estate and Mt. Veeder vineyards!

Their limited production will make them hard to find outside the Pacific Northwest but if you get an opportunity to try Trout’s VITAL wines, take it.

Ashley Trout — Owner/Winemaker, Brook & Bull Cellars; Head Winemaker, Vital Wines

I’ve been a fan of Ashley Trout since her first project, Flying Trout Wines which is now owned by TERO estates. Recently I was really impressed with her VITAL rosé at the Walla Walla Valley Wine Alliance tasting earlier this year which I documented in my Walla Walla Musings post.

The entire VITAL project is super cool and worth supporting with all the profits from the wine label going to the SOS Clinic of Walla Walla that provides healthcare for under-served members of the community–including many vineyard workers and their families.

I was wondering why Ashley Trout was pictured in her Wine Enthusiast photo op drinking Duckhorn wine until I read that she is married to Brian Rudin the winemaker of Duckhorn’s Red Mountain project, Canvasback. They have two kids who have likely inherited some really good winemaking genes.

Katarina Martinez — Owner/Head Brewer, Lineup Brewing

While no industry is immune, the beer industry has had a lot of light shined recently on the rampant sexism that women working in the industry face. There is even a website called Beer & Sexism which documents stories of women brewers and employees with experiences that range from mild (but thoroughly annoying) mansplaining to severe sexual harassment.

There is no universal blessing bestowed on women that means they’re going to make better beer but with women brewers representing only around 10% of the industry, its worth going out your way to support the underdog.

While it will probably be tough to find the New York-based Lineup Brewing on the West Coast, I’ll keep an eye out for Martinez’s brews.

Krista Scruggs — Vigneronne, Zafa Wines

This entry had me raising an eye brow and going “Whoa!”. Scruggs with her Vermont-based Zafa Wines is experimenting with co-fermenting wine grapes with farmed and forage apples as a sort of a wine-cider hybrid project that sounds crazy cool.

I have no idea how easy her stuff is to find but its worth the search to find what Scruggs describes on her website as “JUST FUCKING FERMENTED JUICE FROM RESPONSIBLY FARMED LIVING FRUIT.

Jeff Lindsay-Thorsen — Winemaker/Co-owner, W.T. Vintners/Raconteur Wine Company; Wine Director, RN74

I don’t hide my affections for W.T. Vintners’s wines like their delicious rosé and very Old Worldish 2015 Boushey Vineyard Rhone blend that beat out (for me) the 2014 Sadie Family Columella (which was nearly 3x the price) at this year’s Washington vs World Blind Tasting Event. Plus, the food and wine experience at RN 74 in Seattle is second to none.

This Madeira flight at RN74 featuring (left to right) a 1988 Malmsey, 1976 Terrantez and a 1948 Bual (!!!) is among my Top 10 lifetime wine moments for sure.


That said, I’m still a bit skeptical at how much influence winemakers and sommeliers have in the bigger scheme of the industry. Yeah, they can make great wine and put together a great list but for the majority of wine drinkers who are picking up a bottle of wine at the grocery store or Costco to take home for dinner, they’re more apt to be swayed by fancy packaging than by “terroir-driven, single-vineyard wines.”

Sorry, my cynicism is leaking out again.

Kelli White — Senior Staff Writer, GuildSomm

For me, personally, I will have to say that Kelli White has been the one figure on this list who has actually influenced my tastes and approach to wine. Over the last year since I’ve discovered her work on GuildSomm, she has become one of my favorite wine writers.

I’ve learned so much from her with this just being a small sampling of some of her outstanding work.

The Devastator: Phylloxera Vastatrix & The Remaking of the World of Wine

The Evolution of American Oak

Photo by εγώ. Uploaded to Wikimedia commons under free licenses.

The root of my Xinomavro obsession of late.

Gods & Heroes: Xinomavro in Northern Greece

Brettanomyces: Science & Context

Major Maladies of the Vine

The GuildSomm website is worth bookmarking just for her articles alone.

Hannibal ad portas

These next listings are probably the most realistic inclusions on Wine Enthusiast’s list because these folks actually have the position and power to influence the market in substantial ways.

Neil Bernardi – Vice President of Winemaking, Duckhorn Wine Company; General Manager, Kosta Browne

Duckhorn has grown immensely from it founding as a small Napa winery by Dan and Margaret Duckhorn in 1976. It’s becoming a large mega-corp in its own right with a portfolio of brands that includes Paraduxx, Goldeneye, Migration, Decoy, Canvasback, Calera and Kosta Browne. This is a story not that far off from that of Ste. Michelle Wine Estates which started as a small Washington winery and now has a portfolio that includes more than 26 brands like 14 Hands, Columbia Crest, Erath, Borne of Fire, Northstar, Spring Valley Vineyards, Conn Creek, Patz & Hall and Stag’s Leap Wine Cellars.

Duckhorn’s growth is on a steep trajectory and I don’t see their strings of acquisitions slowing down. A big question, especially as they acquire more vineyards and contracts, is whether they will continue to keep their brand holdings in the upper premium range or expand more of their value offerings like Decoy.

Katie Jackson — Vice President of Sustainability and External Affairs, Jackson Family Wines

Photo by 	Jim G. uploaded to Wikimedia Commons under CC-BY-2.0

Vineyards outside Kendall-Jackson’s Wine Center in Santa Rosa.

Yeah, Jackson Family Wines is huge with over 30 brands in California (including La Crema, Siduri, Brewer-Clifton, Byron, Cambria, Freemark Abbey, Cardinale and Copain), a growing presence in Oregon (buying Penner-Ash and Willakenzie among others) as well as wineries across the globe. They make (and have no problem selling) more than 3 million cases a year of their Vintner Reserve Chardonnay.

That translates to a lot of influence and sway in the industry so it is heartening to read about Katie Jackson’s effort to promote sustainability across her family’s empire including the public release of sustainability reports. Just a few days ago it was announced that more than three-quarters of the company’s vineyards (which includes 12,000 acres under the Kendall-Jackson label alone) are certified sustainable.

That’s a significant needle mover that will certainly have a long term impact on not only the wine industry but on the health of the environment as a whole. While I can often be dour on large wine companies, I have to sincerely applaud Katie Jackson and the Jackson family for these efforts.

Maybe there is hope for my cynical heart yet.

Subscribe to Spitbucket

New posts sent to your email!

Under the (Social Media) Influence

Photo from U.S. Department of Agriculture. Uploaded to Wikimedia Commons under CC-BY-2.0Social Vignerons just published their list of the 2018 Top 40+ Wine Influencers: Who to Follow on Social Media?. It’s worth taking a gander at.

The value in gauging “influence” is always going to be imprecise. You can base it on the number of followers that one has on Twitter, Facebook and Instagram but that metric is easily gamed with purchased followers, bots and other “tricks.” Digital influence metrics like Klout scores have their own issues with Social Vignerons noting that they stopped using Klout for their rankings because changes in social media platforms have made the score less relevant.

What are Social Media Influencers?

A standard definition of a Social Media Influencer is “an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.” These include celebrities, recognized experts in a field, journalists, bloggers and “micro-influencers” who are regular people with a sizable social media following within a particular niche.

Marketers value these influencers because they believe that they can deliver on the 3 Pillars of Influences–Reach, Resonance and Relevance–to steer potential customers towards their brands.

Social Media Influences in the Wine Industry

Still got a lot of mileage and helpful info out of these books though.

In many ways, the use of social media in wine marketing and sales is Star Trek territory. Wineries and marketing firm are exploring strange new worlds where the old rules often don’t apply.

When I was working on my Wine Marketing & Sales degree at the Northwest Wine Academy and the Wine Business unit of the WSET Diploma Level, many of my wine business textbooks (such as Liz Thach’s Wine Marketing & Sales, Moulton & Lapsley’s Successful Wine Marketing and Brostrom’s The Business of Wine) gave scant to no mention of how to utilize social media. However, though Thach, Olsen and Wagner are releasing the 3rd Edition of Wine Marketing and Sales in May 2018 that may tackle the subject.

At the core of Marketing 101 is that to be successful you need to reach new customers so even if wineries have to learn how to utilize social media influencers via trial and error, it is still an endeavor worth taking. That is why lists like Social Vigneron’s Top Wine Influencers is worth looking into but it’s also worth thinking about critically as well.

What Influences Me?

As a married millennial adult with no kids and plenty of disposable income, I’m squarely in the crosshairs for many wine businesses. I also understand that I am influence-able and will spend money on new wines, travel to new wine regions, attend wine events, etc. based on interactions I have on social media. That is why I’m selective about the sources I follow because for a social media influencer to fulfill the 3 Pillars of Influence and “reach” me, they need to demonstrate Resonance and Relevance.

Resonance

Are you creating new content that excites me? I’m a wine geek. I want to read about new wines, wineries and regions. Sure, your opinion can be helpful in adding color, but everyone has an opinion. I need more than just that.

Some social media influencers don’t create new content but merely “retweet” or “repost” content created by others. That can be useful to some degree, especially if you are bringing to my attention something that I may have missed. But I often end up following and paying more attention to the original content creator than I do to the reposter.

And speaking of reposting, PLEASE don’t repost the same thing multiple times a day! Once, maybe twice, is fine after several hour intervals to hit online audiences that are active at different parts of the day but few things get me hitting the ‘Unfollow’ button quicker than seeing the same post tweeted out three times within a single hour.

Relevance

Be credible (i.e. “know your shit”) and be on topic. The first is easy. I’m not going to follow an account that passes off blatant errors and marketing crap as fact–like Champagne Masters and Their Bull Shit. The article that inspired that post came across my timeline via Food & Wine magazine. While I will give them a mulligan, I have no interest whatsoever in following any of the author’s social media platforms. But if Food & Wine keeps publishing shoddy pieces like that, then they will no longer reach me as a willing audience.

The second part of staying on topic is a little grayer. While I know we are all humans who lead multi-faceted lives, if you are going to be a Wine Social Media Influencer, be a Wine Social Media Influencer. A few comments here or there about trending topics is par for the course, but too many off-topic posts about politics, TV shows or posts about your pets gets boring quickly. The beauty of platforms like Facebook, Instagram and Twitter is that we can create multiple accounts to engage our varied interests. The short of it is this–I’m following you for your wine content which is the area you are most able to influence me so focus on that area instead of off-topic stuff.

My Social Media Wine Influencers

I am one of 267,000 that belong to the J-Hive.

Looking at Social Vigneron’s list, I saw many wine influencers that I already followed. But more than half were individuals that I’ve never heard of prior. I started following several of them, but if I find that I’m not getting any Resonance or Relevance, I will unfollow them and move on.

Among the ones on the list that I currently follow and have positively influenced me include:

Jancis RobinsonThe Beyoncé of Wine, IMO.
Decanter Magazine
Tim Atkin
Jamie Goode — One of my favorite tools
Chris Kissack
Wine Folly

Vinepair
Alder Yarrow
Jon Thorsen
Wine Spectator
Wine Enthusiast

The common theme with all of the above is that they are content creators. These folks regularly produce compelling content that I want to consume. They also clearly “know their shit”. Other content creators not included on Social Vigneron’s list that I follow include:

The Academic Wino
Mike Veseth – The Wine Economist
W. Blake Gray
Terrorist
Jeff Leve — The Wine Cellar Insider
PalateXposure
Wine Business Monthly

Perhaps these lists will be updated to include some of the new names I discovered from Social Vigneron’s Top 40+. Just like with trying a new wine, I’m open-minded and hoping to be pleased. But if I’m not finding what I get very compelling, I have no qualms spitting it out.

Subscribe to Spitbucket

New posts sent to your email!