In an announcement posted on his subscribers’ bulletin board yesterday, December 9th, Robert Parker revealed some significant changes to the structure of the Wine Advocate. Hidden within the announcement was enough information to conclude that Parker has, despite repeated denials that he intended to sell, indeed relinquished control of the Wine Advocate to a group of foreign investors. Although Parker does not reveal where these “highly qualified business and technology people and enthusiastic wine lovers” are located, rumours about Asian investment in the Wine Advocate have been circulating in Hong Kong for some time now, and with the other moves described below I would wager these new technology-based backers are also in Singapore or Hong Kong. And as is revealed in other news articles and blog posts (linked further down the page) the changes are much more sweeping than Parker admits to his subscribers.
Parker continues in his post with some soft news, describing his intent to increase coverage of “all the world’s wine producing regions“, by which he clearly means looking to up-and-coming nations such as China rather than more regularly featuring the Loire (thank heavens – prices there are going up enough as they are). He also announces the birth of the print version of the Wine Advocate as a pdf document, which will no doubt be music to the ears of current print subscribers; the time difference between receipt of the Wine Advocate in the post, and the publication of the same material online for electronic subscribers, has long been a sore point for print subscribers who felt they have been missing out in the chase for Parker points.
More significantly, however, the Wine Advocate is turning towards Asia; Parker has long enjoyed the hedonistic hospitality on offer there, and with ever increasing levels of wine interest this new focus on Asia perhaps isn’t surprising. But the changes are sweeping; first, a new office is to be opened in Singapore, and while for the moment Baltimore remains, in Parker’s words, “the Headquarters“, I can imagine this balance of power shifting before long. Second, Parker is stepping down from his role as editor, in another move to reduce his workload. Having already turned over the review of California to Galloni, he is now appointing Lisa Perrotti-Brown (a Singapore resident) as editor-in-chief. Parker, meanwhile, will “focus on what I love most“, which no doubt means continuing to review the wines of the Rhône and Bordeaux.
Several key points appear to be missing from the announcement though, some of which can be gleaned from a Reuters blog post by Felix Salmon and a WSJ article (subscribers only) by Lettie Teague. The new nations deserving of coverage do indeed include China, with the appointment of a new Asian correspondent looming, and wine tasting events planned in China and Thailand. Wine tasting events mean new and closer relationships with wine producers, a significant shift away from the Advocate’s previously stalwart independent stance. This move is confirmed by the second point, that the Wine Advocate will accept advertising, although not wine-related. So the Wine Advocate is to become a glossy lifestyle magazine, with advertisements for watches, designer goods and the odd yacht, perhaps? Thirdly, the new investors (I read owners there; otherwise, why the sweeping changes in TWA practices?) plan an abbreviated edition, aimed at corporate clients such as luxury hotels and airlines, particularly in Asia.
This is a huge sea-change for the Wine Advocate; a new Asian focus, tastings of Chinese wine, and luxury-lifestyle advertising. This is a very new direction, surely indicating that TWA has, either now or imminently, in part at least, some new owners. And these changes have – behind the Parker paywall – been only partially revealed to Parker subscribers, it seems.