Winedoctor Philosophies, Year 4
In the past week Winedoctor passed an important landmark. It is not a true birthday – this site first appeared in May 2000, so it will hit its 16th birthday in about seven weeks time – nevertheless it is now three completed years since I moved away from the business model of advertiser dependence, to a subscription-based model. So at about this time of year, as well as pondering the forthcoming Bordeaux primeurs, I always take a look back at the past twelve months, and ponder the year ahead. The fact that I am holed up in an airport hotel en route to Bordeaux with little else to do might also have something to do with it.
My philosophy when it comes to wine writing online has developed as Winedoctor has grown. I came to realise that if I was to write something with real depth that would inform readers, I should probably focus on one or two regions, and then dig as deep as I could, year after year. Naturally I settled for the two regions I knew and loved most, the Loire Valley and Bordeaux. This meant I could ditch the dependence on press trips; having done press trips both to the Loire Valley and Bordeaux in the past, but having also explored both regions much more extensively alone, it is clear to me what a blinkered, tunnel-vision view of a region press trips give, even those arranged by regional bodies rather than single producers. I have read too many vacuous press trip reports filled with pretty pictures of beaming faces, lush lunches and boozy dinners, as well as fleeting impressions of wines, but seemingly devoid of substance.
Happily, having a subscription-based income isolates me from this endless marathon of stuffed-cheek blogging, because thankfully I now write for graciously paying subscribers, and thus I don’t see an endless stream of freebies as my imbursement. I have a week in Bordeaux just kicking off now, and shall be busy maintaining my distance from the besuited Bordelais, not because I don’t like them (I do!) but because that’s a professional, non-freebie-dependent approach. I see serious reporting on wine, reporting that readers are actually prepared to make buying decisions on, as a business rather than a lifestyle, and I feel happiest doing it while standing some distance from the trough. During the forthcoming week in Bordeaux I have only one dinner scheduled; I generally allow myself one per primeurs trip, and this year Château Lagrange tempted me in with the promise of a vertical tasting first. As always I will declare this support on relevant articles, and in my annual support disclosure. It would be a very professional approach for freebie-chasers to do the same, but it won’t happen, for obvious reasons.
Detailed reports and a willingness to describe wines both good and bad in an honest, open and transparent fashion has long seemed, to me, to be the right way to go with Winedoctor. This applies both in Bordeaux and the Loire Valley. After my Bordeaux 2013 reports were published I had several emails from Bordeaux complaining I had scored the wines too low. It struck me that this was great feedback, implying I was doing something right. No wine writer should ever find only positive things to say, it isn’t realistic. The word ‘critic’ does carry some meaning, after all, unless you are happy being part of the marketing machine that says only positive things (I can feel myself returning to press trips here). The same applies in the Loire Valley, where I get the feeling some writers, merchants, bloggers and sommeliers coo too much over wines based on the naturalista-style viticultural and winemaking dogma involved, rather than the finished result. I have had too many oxidised, refermenting, Brett-laden, rotten and botrytis-laden wines to follow this mantra. The latest report from the Loire Valley, published this week for subscribers, hopefully makes that clear.
Hopefully Winedoctor subscribers agree with these philosophies, and they seem to be spreading the word. Subscriber numbers grew again in year three, by just under 14%, and I would like to thank all those who renewed their subscriptions, and welcome all those who signed up for the first time. Looking at the year ahead, building on this success I will for year four hold the subscription price down to just £45 per annum, the same price I launched at three years ago. As far as I am aware the number of months in the year hasn’t changed, so this is still the equivalent of £3.75 per month for almost continuous daily updates (I do have a summer holiday, and I still take Christmas Day off!). There is a trial period open to those who haven’t subscribed before, and that remains £15 for a month’s access (you can top up the remaining eleven months for £30). I intend to leave this trial offer available during the entire year, including during the publication of my primeur reports. If you’re wondering what my themes for the year ahead are, as well as my usual vintage reports (2015, 2012 and 2006 Bordeaux to come, also 2014 but I might carry that over into 2017 after another visit to the region, in the Loire just 2006 to come) I will be continuing the expansion of my coverage of both St Emilion and St Julien, and in the Loire I will home in on some of the red wine appellations, with tastings and reports of the successful 2014 and 2015 vintages from visits lined up for July. Complete with first tastings from barrel of the latter, I hope.