Wine Enthusiast Magazine
SubscribeWine is one of the few subjects where the story behind the product is as fascinating as the wine itself. Intriguing visionaries, brave business choices, a breakneck pace of dynamic action—the world of wine business is both inspiring and sometimes unbelievable.
Wine itself inspires passion: people love to talk about it, sometimes they travel specifically to learn or experience more, often they immerse themselves in it and often participate in some form as amateurs, whether tasting, making it, or discussing it with friends. But the stories of what goes on beyond the glass can be as integral a part of the enjoyment of wine as what we drink.
Wine Enthusiast Magazine attempts to bridge the gap between pure enthusiasm for wine as a delicious drink and accompaniment to food and the added interest in the wine industry’s news and developments. Sometimes in planning our editorial calendar, the editors and I ask ourselves: are we covering the subject matter well enough by providing our readers with enough direction and information to make informed decisions about what to drink, where to visit and who to see? To what degree are our readers interested in hearing about changes in the wine business world such as acquisitions and mergers or new laws relating to appellations and people in wine? Is the business of wine as important to our readers as their passion for wine itself? Should we be covering more trade-related subject matter such as Vanity Fair or Sports Illustrated does with their subject matter?
Magazines that are designed to satisfy readers’ wine passion will devote portions of their editorial not only to the nuances and joys of the subject matter but to the behind-the-scenes business aspects of these industries. It is obvious what fascinates people about these subjects and turns them into fans, but what is it that creates the desire to learn more about the business aspects of the industries?
With a printed magazine we have limited space so we have to pick and choose what we emphasize. I am curious as to what is more important to you when you receive the magazine: the passion for wine (wine recommendations and regional profiles, tastings, food pairing suggestions etc.) or the business of wine? Should our magazine be hypothetically, 65% consumer- oriented and 35% trade- oriented?
What do you think would be the best balance for our coverage?
Adam Strum is the Founder and Chairman of Wine Enthusiast Companies and Editor and Publisher of Wine Enthusiast Magazine.
Filed under: Industry Issues, Opinions and Commentary
11 Comments
11 Responses to “Wine as a Passion/Wine as a Business”
Please Wait
November 2nd, 2009 at 3:30:42 PM
I think your hypothetical percentages are about right. While we all enjoy knowing more about what goes on behind the scenes, the ‘passion’ is what is useful day-to-day.
November 2nd, 2009 at 3:47:28 PM
The passion is interwoven with the business aspect. A perfect balance of 50-50 would be ideal.
November 3rd, 2009 at 4:12:57 AM
For me, your target of 65/35% is good. Though I am not in the industry I enjoy reading about trade-related activity which effects my passion.
November 3rd, 2009 at 11:33:19 PM
knowing the background information on a wines maker, the winery, the region, the varietal, the related industry and any stories related to the production of the product only serves to enhance my wine tasting experience. real wine has all of those and magazine slike yours help to bring whats in the bottle and the story behind it to life.
November 4th, 2009 at 1:25:16 PM
I’ve always enjoyed your magazine because it offers articles other than wine scores. I think the mystique and the stories behind wine making, growing, celebrations, health, etc adds to the richness to a publication. I’d vote for at least 50-50.
November 4th, 2009 at 2:33:52 PM
50/50 will be the right choice, after all modern business exists for consumers, and more they are mixed, there will be more benefit for both sides (if there are sides any more)
November 4th, 2009 at 3:19:15 PM
Although I certainly enjoy reading trade news, when I sit down with a copy of the Wine Enthusiast, I’m looking for more entertainment/enjoyment than business. I think it would make much more sense for the WE to focus on travel, food & lifestyle rather than trade. Other trade publications already cover the business of wine and WE is much more a consumer magazine.
November 5th, 2009 at 6:01:14 PM
Wow, what a diversity of opinion! Thank you all for responding.
I’ve always thought that we needed more industry oriented pieces though there has been healthy debate among the editors here. It appears as if some of you are keen on hearing more about the goings-on in the industy. Michelle, is correct; our focus is on the consumer. However 15% of our circulation is trade members such as wineries, wine shops, restaurants, importers and distributors, so we try to address their needs as well.
As long as the industry news is what I deem cross-over news– information that consumers would also enjoy reading–I feel that it is valid for our coverage.
November 9th, 2009 at 1:19:12 PM
Be careful about taking to heart a few people’s “wishes” or opinions. That’s how the Edsel came to be.
November 13th, 2009 at 2:14:17 PM
It’s an interesting problem that I do think I have a pretty good understanding of. Having recently started a wine club, I want that type of information, but I really do still read the magazine as a consumer.
As someone who has taken wine as a profession, if I’m getting too much information about wines once they’re in the public sphere-what service am I really providing?
November 20th, 2009 at 12:36:41 PM
To pick a percentage, the 65/35 is probably about right. I know as a writer, educator and wine club manager that my clients and customers are just as interested about the background of the winery and winemaker as they are about the taste of the wine. While a wine should reflect it’s terroir, it also, in many ways reflects the history of the winemaker, the history of the family winery, and the style in addition to information about the wine, varietal and terroir.