The Rise of the Wine Lifestyle Blogger
Look back over the last thirty years of wine writing and I would say that, in the early years at least, the field was led by a small number of big-name writers. I recall reading – although I honestly can’t remember where, or who the author was – of how some writers enjoyed the benefits of their trade. There was a story of one who would leave the boot (trunk if you’re North American) of his hire car unlocked during visits to châteaux so that a case of wine could be deposited there while he tasted (or lunched, maybe). Who knows how common such behaviour was? It was allegations (whether true or not – I would like to think the latter) such as these, reflecting overly-cosy relationships between the wine press and the châteaux, and a seeming inability of these critics to be critical of the wines they tasted (no surprises there), that set the scene for Robert Parker’s rise to fame. He aspired to be the ‘Ralph Nader’ of wine. If like me you’re unsure of Ralph Nader’s raison d’être, I will save you the bother of the research; he is an American political activist who came to prominence for taking the US motor industry to task over safety. In other words, he was untouchable, unassailable, unstained by dodgy relationships with the industry. It is now, I feel, the only valid model for a modern-day wine critic to work to; independence is key to the validity of individual ‘expert’ opinion. Although some have said that the days for independent critics are numbered, still-rising body of subscribers to this site tells me otherwise. If a consumer is content with the independence of a critic, and values the information provided, then it seems to me following that critic remains today a valid stream of information on wine.
These days, however, we are sometimes told that it is a new information stream that guides consumers, as social media, or crowd-sourced opinion such as can be found in the notes on Eric LeVine’s CellarTracker software, or within online forums, takes the place of big-name critics. This whole concept to me seems very valid. After all, if you have fifty notes on a wine from fifty consumers, even with some noise in there from those less interested or less able to communicate their thoughts on the wine, or perhaps from bottles that were faulty but weren’t recognised to be so, you should still end up with enough data to give the overall opinion and score validity. The same goes for online forums, where over time a regular contributor can gain recognition for the strength of their palate, so that users of the forum will often ask there for advice on what to buy rather than yielding to the opinions of, as some would describe them (us?), ‘self-important’ critics. Another aspect of crowd-sourced opinion that gives it value is that by and large the consumers that generate it are independent. They don’t depend on press trips, freebies and visits to the châteaux to generate their tasting notes, and indeed most – probably all – have shelled out hard-earned cash for the bottles on which they report. To me it means, despite the presence of some noise, these opinions really count. They are self-funded, honest and inherently independent. This seems to me to be another valid model for gaining valuable wine advice, and it is an advantage of living in the internet age.
The social media of the 21st century has spawned a third information stream though, and that is the ‘wine lifestyle’ blogger. At this point I have to confess that although I like this term very much, it isn’t an original one – another wine writer used it to describe the phenomenon in a conversation we shared earlier this year. The ‘wine lifestyle’ blogger behaves like the independent critic, visiting wine regions to taste. But rather than focus on independence as a strength, and remaining distant from the châteaux, he goes to the other extreme, as the focus is the trip itself, the experience, and the always-high quality of the wines involved. Bordeaux is a popular destination – the dinners during primeurs and VinExpo are not to be missed. A typical day – reported live on Facebook and Twitter – will be a visit to one château, but then lunch (a boozy one too) at another (pictures of each dish, full glasses and empty bottles are mandatory), then perhaps another visit with twenty vintages tasted, but then cocktails at château number four, and finishing up with a long dinner (black tie, preferably) lubricated with ancient vintages back to the early decades of the 20th century at château number five (and don’t forget the firework display at the end). It makes for fun reading, after all, who wouldn’t enjoy such a day? I have nothing against a blogger who follows this model. They are only taking advantage of what is offered to them, and readers clearly lap it up. What I wonder, though, is how the posts are ultimately interpreted. Every time I see a ‘wine lifestyle’ blogger post, their reports always prompt me to ask myself two questions.
First, how credible is the ‘wine lifestyle’ blogger, who may well go on to post notes and scores on the wines, as a critic? Which of the above three models is more (or less) useful to the consumer looking for guidance to buy? Is it the report from the old-school critic who strives for independence from the châteaux, whose credibility rests on being able to offer critical comments as well as praise? Or is it the collection of notes, the crowd-sourced opinion from social media, from folk who pay for their bottles and who aren’t afraid to say what they really think about a wine they shelled out for? Or is it the lifestyle blogger who, while writing glorious reports, and posting prolifically on social media, must bear in mind with the comments they make that next year’s dinner invitation hangs in the balance?
And second, can the wine trade tell the difference between the critic and the ‘wine lifestyle’ blogger? Or, when it comes to choosing where they source their opinion, is it just a question of highest score wins?