Wine writing as entertainment, winemaking as showmanship
Got the following comment on my Facebook page concerning my recent post (“How will the 22nd century view wine critics?”):
Enjoyed your blog very much, I don’t read too many facebook links but I’m very glad I did. This may be a bit off the topic but it touched a little on something I’ve been mulling over for the past few months. Is the role of a wine writer heading more toward the service or entertainment industry, or is there room for both? I feel like at least since the sixties being a winemaker has involved more showmanship which of course leaves less time for other things. At first it really bothered me but now I feel as long as everyone is having fun and your not hurting anyone go ahead.
The writer, who apparently is a winemaker, raises several interesting issues. “Is the role of a wine writer heading more toward the service or entertainment industry, or is there room for both?” is a question I hadn’t thought of quite that way. Wine writing always has been a service, in the sense that it seeks to educate readers and consumers, but since it’s writing done professionally, for profit, it also has to have an element of entertainment. I mean, we read Hugh Johnson not only to get educated about wine but also because he’s such a good writer. The first edition (1984) of The University of California Book of California Wine is such a good read, I’ve read it cover to cover more than once. Same with Alexis Lichine’s 1981 New Encyclopedia of Wines & Spirits and, more recently, The Billionaire’s Vinegar and Tom Stevenson’s World Encyclopedia of Champagne and Sparkling Wine. So good wine writing always has had both educational and entertainment value.
What I think my questioner was aiming at, though, is contained in his use of the word “heading.” Is wine writing becoming more like infotainment and less like education with an entertainment twist? Here, I fear the answer is yes. Especially in the blogosphere, but also in the rash (I use the word deliberately) of bad wine books that show up dependably at Barnes and Noble, you’ll find tired old retreaded material, often packaged with silly pictures and graphics, that dumb wine down to the lowest common denominator. Fortunately, there’s still enough serious writing around that discerning readers can find and enjoy. But, like “journalism” in general (both print and broadcast), entertainment is trumping serious content, and that’s sad.
My questioner’s other point concerns the showmanship winemakers are expected to demonstrate. That’s certainly true. I’ve asked scores of winemakers, maybe hundreds, over the years (privately, off the record) if they enjoy being little dancing monkeys for legions of tourists tramping through the winery, or for guests at meet-the-winemaker dinners that could be in Omaha on Tuesday night, Cleveland on Wednesday, then it’s on to Charlotte and Atlanta. The reason I ask is because I myself would not like that kind of itinerant lifestyle where you’re schmoozing from breakfast until midnight with people asking the same old questions over and over again, like a bad episode of Groundhog Day. “What’s the pH of the grapes?” “What’s the toast level on your barrels?” “What’s the precise blend on your Cabernet?” The winemaker, no matter how bored she feels internally, must put on her game face, smile and be fascinating. Similarly, a winemaker conducting a group of tourists on a tour of the winery has to point out fascinating things about destemmers and tanks to people who may be almost as bored hearing about them as the winemaker is talking about them. Yet the winemaker must always keep that brio, that vital elan that’s the mark of the Vegas crooner or standup comic.
My questioner said this sort of thing used to bother him but no longer. I’m glad. It’s part of the winemaker’s job, so even if it does bother him, he’s got to do it anyway, and do it well. Even the most famous winemakers at the most famous wineries have to do the dancing monkey bit. Personally, when I’m with winemakers, I try to let them off the hook by letting them know they don’t have to feel they have to entertain me. Once you get the platitudes out of the way, you can have a real conversation, which is the only kind I like.