I began hearing about the Internet of Things (IoT) last year. It was hard to wrap my mind around it—what is it, exactly?—and still is. The best I can do is to quote Wikipedia and then see if I can make sense of that. (Hang in there for a moment, because this is eventually going to be about wine.)
“The Internet of Things” [says Wikipedia]…”refers to the interconnection of uniquely identifiable embedded computing- like devices within the existing Internet infrastructure. Typically, IoT is expected to offer advanced connectivity of devices, systems, and services that goes beyond machine-to-machine communications and covers a variety of protocols, domains, and applications.The interconnection of these embedded devices (including smart objects) is expected to usher in automation in nearly all fields…”.
As far as geek-speak goes, that’s fairly comprehensible: All things in our world are getting smarter, and increasingly are able to talk to each other. The data gathered by their sensors, meters and other devices can then be analyzed and used in beneficial ways.
For example, Fast Company reports on “Soofas,” smart benches in Boston public parks, whose solar panels can “charge your phone” and, potentially, give people localized information “about…farmers’ markets and…inclement weather.”
Libelium, an IT company, suggests dozens of other uses, including monitoring parking places in crowded cities, detecting “preemptive” fire conditions to alert people in danger zones, remote control of swimming pool conditions and remote monitoring of radiation levels in nuclear power plants. And now we move into wine: Also on Libelium’s list of IoT uses: “Wine Quality Enhancing,” for example, “Monitoring soil moisture and trunk diameter in vineyards to control the amount of sugar in grapes and grapevine health.” (I know that viticulturalists have been using sensors for years to give them readings, but this IoT application sounds considerably more sophisticated.)
Nor is it only vineyards that can be IoT-monitored and controlled: Schneider Electric, an IT management firm, which has worked with Cisco on IoT issues, says it’s exploring “new areas and new customers” for business, including “extend[ing] this environment of sensors into the actual wine production plant where grape yields are calculated and the wine fermentation and production processes are automated and controlled.”
People are even designing “smart wine racks” based on IoT technology. The BBC recently reported on “a LED-equipped wine rack [where] every bottle has an RFID [radio-frequency identification] tag…connected to the Internet to let the owner know when a bottle has been removed.” The smart wine rack also can do tricks: “If you want a specific wine for a party, the LEDs in the rack will light up the bottles you asked for.”
I’m sure the owners of vast wine cellars, who long have complained of the complexities of locating a particular bottle, will appreciate that!
Obviously we’re just at the beginning of this technology invading/taking over/assisting our lives; I use multiple verbs because it’s hard to predict just what its impact will be. As a science-fiction buff, I’m both excited by this development, and a little concerned: It’s not out of the question to imagine that life, and living processes, themselves will someday get involved, for we too are “things” in a certain sense of the word. As WhatIs.com, an online encyclopedia, notes, “The Internet of Things…is a scenario in which objects, animals or people are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction.” I suppose we might eventually have wine reviewing and critiquing done “without requiring human-to-human” interaction. Wouldn’t that be something!
(For more conversation on this post, see my Facebook page!)
We entered it as stealthily as we seem to be exiting it: the era of the Big Critic, which began, roughly speaking, around 1980 with the rise of Wine Spectator and its cadre of writers, and then really burst into prominence with the emergence of The Wine Advocate and its owner, Robert M. Parker.
That was 34 years ago—three and a half decades in which America gradually got used to the idea of a handful of (mostly white male) wine critics who were the Promethean equivalent of the faces on Mount Rushmore:
Stupendous, larger-than-life names, known to everybody who cared about wine, legends in their own time, whose opinions could elevate a winery to heavenly heights, or crush it mercilessly.
For thirty-four years this lopsided culture presided. It changed the face of the wine industry, especially in California but even in France, and its influence shaped the evolution of everything from winemaking style to marketing and even the kinds of foods we eat. That this handful of Big Critics was anointed to almost holy status was not their own fault, or their plan, and perhaps not even their desire: uneasy lies the head that wears the crown, which is why the description you heard most often of the personality of the Big Critics was “humble,” as if people were surprised they weren’t the height of arrogance. The Big Critics were aware of the incongruity of themselves being accorded all this power, and seemed almost embarrassed by it.
So, it was not their own fault. Whose, then? Maybe “fault” is the wrong word; there was nothing wrong with this crazy new system, it just happened. Like Athena springing full-blown from the head of Zeus,
the Big Critic was forged into being by the Zeitgeist of a Boomer nation suddenly all grown up and responsible for itself. America found herself in thrall to this handful of super-beings, half-man, half-deity–big fish in a small pond, perhaps, but no less awesome for that.
And yet there always seemed something “faulty” about it, didn’t there? One heard, from the recesses of the wine community, sounds of concern that “it’s come to this,” that such a handful of men could cause entire segments of the business to sway or topple. It was heard in whispers, over drinks at the bar: “I can’t believe the influence he has,” although nobody seemed truly to mind too much because, after all, almost everyone stood to gain from the phenomenon: producers, for whom a high score would be a bonanza; merchants, who needed no longer to form their own judgments but could simply shelf-talk someone else’s; other critics, who could gaze up at Rushmore and fantasize “There might be I, someday…”…
We will look back at these 34 years someday as a sort of fever-haze we went through, a national delirium. Someday, someone will ask her grandfather, “Is it really true your generation wouldn’t buy a wine unless a Big Critic told you to?” and Grandpa will smile ruefully and admit that, Yes, that’s the way it was, but you have to understand the times, the context…We were a young wine-drinking country, we needed help and guidance, we didn’t realize at the time how slavish the whole thing was, and besides, everybody else was doing it, we were all in it together, how could we have known it was only a fever-dream?
Why do I say the 34 years is over? Well, maybe it’s not. It could turn out to be 36 years, or 41 years, but by 2025 I can’t see the Big Critic thing remaining in any form, except memory, or perhaps in the mind of someone who fancies himself a Big Critic but isn’t really. The death knell came, of course, with the rise of the Internet and social media, which formed the basis for what is called “citizen journalism,” a lofty-sounding phrase that means, simply, that anybody can write anything and launch it into the universe, forever, with a keystroke. This is “publishing,” of a sort; it is words on a page (or screen), read by people who are interested in such things. And, occasionally, it does rise to the rigorous standards according to which modern journalism has been practiced for 100 years.
But the very universality of the Internet has proven to be the undoing of the era of the Big Critic. It’s not an either-or situation—I mean, we can have 1,000 citizen journalist wine bloggers co-existing with an aging cadre of Big Critics for a certain amount of time. But it’s an unwieldy tension; it can’t go on for much longer, because it’s inherently unbalanced: 5 or 6 Big Critics on one side of the seesaw, 1,000 and counting citizen journalists on the other side, there is no longer equilibrium, the center cannot hold. Somebody wins in such an unequal contest. The Big Critics lose, or fall off the seesaw; the citizen journalists are the victors.
And that changes everything. America changed when the populace that was not originally given the right to vote by the Founders—women, slaves, non-landowners, 18 year olds—eventually obtained that right. That tectonic shift in the weight of the voting population radically impacted the course of our country’s history: we became more “democratic” (with a small “d”), a nation in which—in theory—everyone’s voice was counted as equal. (Whether it really worked that way or not is another story…)
I for one will not regret the passing of the torch. The era of the Big Critic was fun, it was interesting, I personally benefited from it, but everything must pass. Life marches on and stops for nothing. “Eras” happen more frequently these days than they used to, and they last for a shorter time, too. The Paleozoic Era lasted for hundreds of millions of years; the Victorian Era for 64 years; we now measure eras in months (the current time has been referred to as the Era of the Selfie). It may be that future eras will be measured in microseconds.
If the Big Critic is gone (or going) then of course we are now entering the era of the Small Critic. When anyone can be a critic then everyone can be a critic: the ultimate democratization of wine criticism results in claims like this:
From clueless to connoisseur in an instant. Welcome to the Internet! Whether this is a good thing or a bad thing, I don’t know. But it does seem to be related to everything else in the world that’s falling apart.
It is fairly common, in the anecdote-sphere (a universe parallel to the blogosphere), for knowledgeable people to say that superpremium California wine is nearly impossible to sell back East, or even east of the Rockies.
According to this take, nobody in America likes California wine anymore, except, possibly, Californians—and even they (or so it’s claimed) are having second thoughts. The culprit? According to the anecdote-spinners, it’s due to the “imbalance” of California wine, an accusation that usually includes alcohol levels, fruity extraction and oak.
The latest expression of this theory comes via a regular reader and valued commenter on my blog. I don’t know if he wants me to name him, so I won’t, but here’s part of what he wrote yesterday, on my “I weigh in on Jamie Goode” post. I will quote him in some detail, because his points are powerfully expressed, and, as I say, one often hears similar views expressed.
“Last Winter [he wrote], I counted the glass pours at three Michelin 1* restaurants while in Chicago, all of whom carry some California wines. The breakdown for 54 total glass pours was 39 European, 9 Southern Hemisphere and 6 Domestic (of which some were Oregon, Washington and Midwestern). That is marginalization [of California], and if the Lords and Ladies of Napashire dare not speak of it with wine writers or their neighbors and let the unsold cases quietly pile up in American Canyon awaiting the longed for Chinese buyer, you can damn well bet that it is coming up in conversations with their accountants.”
I’ll quote more of his comment in a minute. First, let me weigh in that my commenter is absolutely correct that Napa Valley winemakers and owners do not speak of their cases “piling up in American Canyon,” presumably at one of the wine storage warehouses along Highway 29. At least, they don’t speak of it to me. So my commenter is right about that. And although I have no certain knowledge that such is the case, the anecdote-sphere also contains numerous allegations that it is indeed the case: that is, cases and cases of unsold triple-digit Cabernet piling up someplace.
My commenter also wrote: “there are a lot of good, well balanced and not excessive California wines that are probably being unfairly excluded from restaurants and wine bars. Unfortunately, these exceptions that prove the rule are suffering for the sins of the last two decades of excesses in both winemaking style and hubris that came to define California and Napa Valley.”
The reason I’ve long been in such disagreement with the anti-California (and anti-Napa Valley) bashers is because, due to my recent job, I had the opportunity to taste so much great, interesting California wine. And while it’s true that there’s a lot of crapola out there, you can say the same thing about every wine country and wine region in the world. Let us not throw the baby out with the bathwater! I simply have tasted too many wonderful California wines to not realize that our state makes incredible wines; and I often pitied the bashers for not being able to taste all the good stuff I was privileged to try.
So my commenter also is correct when he states that the “good, well balanced” California wines are “unfairly excluded” from the conversation. But whose fault is that? And when did we arrive at this weird, bizarre situation where so many influential and apparently knowledgeable people—Americans all!—are so down on California wine?
It’s quite unprecedented for a large chunk of a wine-producing country’s cognoscenti to hate their own country’s wine. I can’t think of anything similar, in the long history of winemaking in Europe. If anything, the French (and, to a lesser extent, the Germans and Italians and Spanish) have been positively chauvinistic about their wines, as well they should have been; they were proud of what their nations contributed. I, too, am immensely proud of California’s contributions to the world wine scene. So, from an historical persepctive, does the situation here in the U.S.—with so much self-loathing–say something about California wine? Or does it say more about the people bashing it? “The question,” as Jesse Jackson, playing himself on Saturday Night Live, once said, “is moot.”
As reluctant as I am to enter the minefield of any discussion about “natural wine,” I’m going to do so, because I have views on the topic, and because Jamie Goode just won a Wine Bloggers Award and if he can opine on the subject, so can I!
Jamie supported natural wine rather obliquely the other day on his blog. He didn’t quite come out and praise natural wine in multi-faceted specifics so much as give a face smack to another writer, Bruce Palling, who it seems had the temerity to criticize natural wine. Palling called the product of natural winemaking techniques “undrinkable rubbish,” a characterization Jamie took issue with, and he (Palling) also said wine writers have “a tendency…to try and keep their head down for a quiet life and never actually articulate how much of it [i.e., natural wine] they believe to be undrinkable…”.
Jamie shot that statement down, too, although it’s funny that in his article he manages to avoid any definition of “natural wine”; in fact at one point he writes, “Forget the discussions about the term ‘natural’ because that’s a sideshow.” I don’t see how defining the term to which we’re referring is “a sideshow” because, after all, if we don’t know what we’re talking about, then we shouldn’t be talking about it, should we? But for Jamie, the importance of defining the term “natural wine” is insignificant, compared to the “truly great” nature of “some natural wines”; people who don’t “get” these wines don’t have “the energy or inclination” to try them because they’re “slightly smug,” which is what he accuses Palling of being.
Well, talk about “slightly smug”! I do agree with Palling on the “head down for a quiet life” thing: there are certain topics most wine writers approach with trepidation, because these topics are complicated, controversial and ill-defined; they thus are the source of major risks (to one’s reputation; to one’s mental state; who wants to be attacked on the twittersphere over such perilous issues?). “Natural wines” is such a topic; there are others for which the philosophy “Life’s too short” apply. What is natural wine? What is sustainably-made wine? What is biodynamic wine, organic wine, green wine? I now have some knowledge of what “sustainable” means due to my job, because Jackson Family Wines is committed to sustainability and so I have caused myself to study it more closely.
But “natural wine”? I have no more idea what it really is than does Jamie. I do admit to having a sense that the whole concept is slightly muddled; there can be a cultish aspect to it, as there can about anything arcane, in which a few people believe passionately and the rest of us worry that we may be missing out on something vital. But in this case I’m not really worried. My attitude toward natural wine is the same as my attitude toward religion: You’re free to believe anything you want, as long as you don’t try to make me believe it.
Besides, I part ways with Jamie when he implies that the only “vital, dynamic stream of fine wine that is really exciting” these days is coming from the natural wine camp. That is just not true. It reminds me of the old saying “to go native,” which came from British colonial officials, living in conquered places like India, who under the influence of local conditions take on the sympathetic airs of natives, gradually losing their British ways. Or perhaps “Stockholm syndrome” is more apt: hang out long enough with radicals and you might eventually find yourself rather liking them, enough so that their beliefs start to make sense.
Anyhow, I don’t trust the claims of “minimal chemical and technological intervention” made on behalf of natural wine. No winemaker I’ve ever met claims to be in favor of “maximum” chemical and technological intervention. They all talk about hands-off approaches. It’s the first thing a winemaker says when you ask about their winemaking philosophy. But if natural wine consists of, in part, the following: no commercial yeast, no adjustment for acidity, no added sulfites, no fining or filtration (which can lead to instability), can it be any wonder that, every now and then, one runs across natural wines that taste (in Palling’s words) “like putrid apple cider, stale sherry or just as bad – characterless, bland and acidic.” We’ve all had “natural” wines out there that are that bad; one hesitates to mention names (another reason to keep one’s head down in such politically-charged waters is to avoid personal antagonisms), but I could name multiple critics and somms who agree with what I just wrote (and will name names off the record), even if they’re not ready to say so publicly.
So I’m not advocating making natural wines illegal or anything like that. I am saying that sometimes in this modern world, ideology can capture even the most well-meaning wine critic in its grip; and ideology is never a good thing, is it, because it insists that one way, and one way only, is the approved way, and everything else is false. As Palling writes, referring to the D-Day invasion of Europe that spelled the doom of Hitler’s Nazis in World War II, “it personally pains me when anyone tries to force their opinions or taste onto me or anyone else. That, after all, is what thousands of people laid down their lives to prevent, on those beaches in Normandy, precisely 70 years ago.”
It starts today. Although I’m not one of those FWCs (famous wine critics) anymore, the WBC people nonetheless invited me down to do a series of panels on wine writing, apparently because I’m still a wine writer! There are actually two related panels: One on the art of wine writing itself, and in the second, each of us panelists has been assigned to read 13 essays pre-submitted by WBC attendees, in order to critique them. I haven’t read my quota yet—will tomorrow (today, as you read this). Don’t know what to expect; heard from another panelist the submissions are pretty dreadful; hoping for the best.
I’m also moderating a panel sponsored by my employer, Jackson Family Wines, on “How the pros taste.” On that one, my co-panelists are Joe Roberts AKA 1WineDude and Patrick Comiskey, senior correspondent for Wine & Spirits Magazine. I’ve known Patrick for many years, mainly because he’s always at the same San Francisco tastings I am. I met Joe through this blogging gig, and I always thought, from the very beginning, that he was talented and weird enough to make it (yes, you have to be weird to be a successful wine writer). We’re going to explain to the audience how we taste. The particular wine I’m using is the Cambria 2012 Clone 4 Pinot Noir, an interesting wine that, in my opinion, shows off the qualities of Santa Maria Valley very nicely, and also illustrates the earthy, mushroomy quality of that clone, also called the Pommard clone, which so many people find “Burgundian.”
Well, you did ask. We’ll also be doing a blind tasting of a mystery wine.
My own feelings toward blind tasting are well known to readers of this blog over the years. At the magazine, I tasted single blind: I knew the general scope of the lineup (e.g. Napa Valley Cabernet Sauvignon) but not the individual wines. I believe in single-blind tasting. I want some context to the wines. It helps me frame, in my mind, what to expect. Also, because I’m tasting in flights of similar wines, single-blind tasting is a great way to compare and contrast the wines, which is how the scores are arrived at.
But there are many ways to taste. I don’t believe in wine writing for its own sake. I believe in getting paid to write about wine, because getting paid makes you a better writer. But each job is different, and mandates a different approach to tasting as well as writing. MWs like to taste double-blind; they don’t know where they’re going to end up working, so they have to have a wide knowledge of all the wines in the world, and double-blind tasting is a good way to get that. Many of them will end up working the floor of a fine dining establishment that may offer everything from Mount Etna to South Africa to Greece to Napa Valley, so the MW has to have her pulse on everything.
Other wine careerists will gravitate to different jobs. My own brought me to be a specialist in the wines of California. I’ve tasted 100,000-plus California wines over the last quarter-century and not that many wines from elsewhere. I try to get to international trade tastings as often as possible, but every employed wine person has to recognize his or her limitations. I wish I were stronger on international wines, but it is what it is. Parker probably wishes he was stronger on the wines of Italy; Laube probably wishes he was stronger on the Loire. You can’t be all things to all people because there’s only 24 hours in the day. Such is life.
So like I said, I believe in getting paid to write about wine, and not every job entails a worldwide knowledge of wine. My first panel at the Bloggers Conference, after all, is about wine writing, not tasting. Not all of these bloggers are going to end up working the floor of a restaurant. MWs may be able to double-blind identify a Ribera del Duero, but they may suck when it comes to writing, and writing, to me, is the essence of wine communication, especially if you’re reaching out to a wide audience, and especially if you’re trying to do the kind of writing I’m trying to do, which is great writing, memorable writing, writing that people like to read, not just now but for generations. That was my driving ambition with A Wine Journey along the Russian River. Sorry to sound self-serving, but I want that book to be read 100 years from now, not just make Eric Asimov’s next Christmas list and then disappear forever. So that’s what I mean when I say how you taste depends on your job. My job is to be a great wine writer (and a credible California taster), not the guy in the room who gets the gold medal for Best Identifier.
Still, I acknowledge that the times are different from when I started. Today, anyone and everyone in the wine biz seems to need some kind of diploma so they can put some letters after their last name. There’s a clamor for a certain kind of academic expertise that’s a product of our current career-driven environment. My friend Ron Washam, the Hosemaster of Wine, is famous (infamous?) for signing himself H.M.W., a conscious act of parody (but not sarcasm: Ron, as do I, recognizes the tremendous amount of work that goes into acquiring an M.S. or an M.W.). But he likes to poke fun at what he perceives as the snobbery that sometimes goes along with those titles. And I pretty much agree with The Hosemaster.
If I have one lesson to teach to the #WBC2014 participants, whether they’re in the writing breakout or the tasting breakout, it’s this: Be yourself. Learn your chops, yes; memorize the rainfall patterns in Beaujolais in 2009, if you want to, and be able to explain how all that acidity got into Pommard, if you have to: but ultimately, that won’t differentiate you from the pack—and the pack is growing bigger every day.
Here’s what you have to do to make a living these days: develop your own sense of style. The 21st century likes individuality. Develop your own way to describe wine. Be confident: you don’t have to slavishly adhere to anyone’s rules. You’d be amazed at the group-think mentality of the M.W. and M.S. communities., which gets boring even to them, believe me because I know what I’m talking about. Don’t be afraid to march to the beat of a different drummer. Extremely technical wine knowledge used to be the province of wine brokers only; it still is, but this time it’s brokers with many different sub-specialties. On the other hand are the poets, interpreters, chroniclers, historians, enthusiasts, balladeers, amateurs (in the Latin sense), dancers and diarists of wine; they know something above and beyond wine’s technical details . Who do we read, twenty, forty, sixty years after they wrote? The poets and romancers, not the lab technicians. I hope today’s bloggers never lose sight of that essential truth.
I’m a wine magazine guy—a product of that environment. I put 25 years of my life into writing about and reviewing wines for Wine Spectator and Wine Enthusiast. I did pretty well, so I think I can say I “get” the culture. I was there in the 1980s, and I was there until earlier this year. What I’m about to point out, therefore, is based on experience, on a keen understanding of where wine magazines are at today, and on love.
First, what wine magazines are doing right. Their publishers and editors might regret it, but I think we can all agree that the primary focus of a wine magazine—from the public’s point of view, anyway—is the wine review. When all is said and done, it’s the reviews that people turn to first. And today’s consumer wine magazines continue to do a great job at it. Critics are, for the most part, honorable and sincere, and they pride themselves on being fearlessly independent of the advertising side of their companies. This independence is a credit to them, and to their publishers, who must occasionally cringe when an advertiser gets a lousy review. So a big thumbs up to magazines and critics for a job well done.
Now, I have to get onto what wine magazines could do better. I’m talking about what the trade calls the editorial side: the articles. If the reviews are the nervous system of the magazine, the articles are the flesh. They fill the pages; they provide the content (to use the word currently popular). The articles are what publishers and editors hope the public will actually read, after they’ve finished scrutinizing the reviews. But here, IMHO, wine magazines are letting the public down. Things could simply be better.
Twenty five and thirty years ago, the nascent American wine magazine was the most exciting thing a budding wine lover could lay his hands on. (Well, almost ; >) Wine writers, like consumers, were busily and happily discovering wine. Their articles brimmed with the joy of discovery, excitement and passion. There was a sense of shared adventure: writers invited readers to come along with them on the voyage, and readers eagerly participated.
We writers were young then, and our brains were ablaze. I remember my first winery profile. My first winemaker Q&A. My first interview with a collector, my first regional piece, my first wine-and-food pairing story, my first vintage report. And my first published review! It was like having sex for the first time. I was super-jazzed to write it all, and was able to transmute my joy into the written word, thanks to a God-given talent I was born with. So were the other writers with whom I was contemporaneous. Together, we invented a new type of wine writing. It was distinctly American: not too high-brow, but serious, enthusiastic, without guile or malice (common then in Europe), sincere, sunny, chatty. The world had never seen wine writing like that.
Most of the magazines of that era are still around; the wine magazine has proven to be (to quote Woody Allen) a resilient little muscle. For that, we may be thankful.
Do you ever get the feeling, when you read an article in a wine magazine, that you’ve read the same article 25 times before in the same magazine? Sure, the names and places may change, but the template is the same. You see the same “Vintage Report on California Zinfandel” (or whatever) repeated every few years, with the same predictable phrases (“a new, more balanced style”) as you read in the magazine’s 2009, 2005 or 1999 articles. The same routine lists of “winemakers to watch” who turn out to be, in many cases, winemakers who weren’t worth watching; but the wine writer is expected to turn these articles out every year or so. Ditto for regional pieces and the entire gamut of topics the wine writer is expected to cover.
When I read today’s wine magazines—and I read most of them regularly—I can’t help feeling a sense of ennui, of déja vu. I think I know the reason: today’s senior wine writers have been writing the same stuff for 20 years or more. They’re in their 50s and 60s now; it’s hard for them to conjure up the same sense of wonder they felt in 1994. They try their best, but they’re only human; the heart sinks when it realizes it has to write yet another “pairing wine with food at the Thanksgiving table”column for the zillionth time.
The American wine magazine is in a rut, but the way forward (or out) isn’t readily apparent. I think wine magazines have to come up with new ways of writing about wine that are inspired by social media: they have to be more transparent, more participatory, and more human. What do I mean by that? I mean that the writers can no longer be a distant, aloof “voice of God.” Readers don’t want that anymore, especially younger ones. They don’t want to be talked down to, they want to be invited to join a conversation.
This is difficult when we’re dealing with the printed page. One might suggest that’s why print is in trouble—because it cannot be immediate and participatory, due to the nature of the publication process. Yet I would argue that this isn’t a fundamental weakness of print magazines, but a fundamental challenge: wine magazines need to take their authority and use it to overcome the temptations of utter predictability and repetiveness.
One thing that can to done to make wine magazines more relevant is for younger writers to come onboard, and this is, of course, happening even as we speak. But just because a writer is younger doesn’t protect her from falling into the same old templates that older writers have been practicing for decades. After all, younger wine writers shouldn’t strive to be mere iterations of older wine writers. They should develop their own styles, even if that means challenging assumptions at the magazines that hired them. The problem with that is that the younger wine writer is usually low man (or woman) on the totem pole, and also is answerable to publishers who are as old as, if not older than, their longtime writers. Thus, the younger writers may not feel emboldened enough to shake things up—and the wine magazine remains in the doldrums.
I’m not sure what the answer is, but as I began this post, let me repeat that I’m a child of the wine magazine. I love wine magazines, I believe they play an incredibly important role in educating the public, and I believe they’ll be around for a long time. I just think that some re-imagining and reinvention are in order if they’re to remain relevant.