Perrotti-Brown to launch her own publication

[John Morris]

Lisa Perrotti-Brown MW launches ‘fiercely independent’ wine publication

Lots of interesting details here, but this stood out:

.... Speaking to db last week ahead of the official launch of the new publication, Perrotti-Brown said that she and [her 50-50 partner Swedish photojournalist Johan Berglund] “had been playing with so many names” for the title, but “it was The Wine Independent that came to us, because it seemed to say exactly what we wanted.”

Continuing, she told db, “I don’t want to point fingers at anyone else’s business in particular, but people don’t know what’s happening behind the scenes of so many wine criticism publications, unless you’re in the business, and then you are like, ‘oh my God’.”

She added, “A consumer reading a publication that tells you what you should and shouldn’t buy has no idea there are other agendas behind the scenes, so we are saying we are independent in the name, there is never going to be any wriggle room on that, there is never going to be any compromise on integrity, and that comes with us [Perotti-Brown and Berglund] being majority shareholders, and the others being very much in agreement with our ethos – no-one is going to get greedy; we want to remain completely unbiased.”

Indeed, in the press release on the title’s launch, which was sent to db last week, the new publication is said to “return to the high ethical standards initially championed by Robert M. Parker, Jr. back when he started The Wine Advocate in 1978,” noting that “a reputable wine criticism publication should not accept money from any other wine-related entities” ....

[Rich Brown]

Wow! Quite the statement!!

Thanks for sharing!

[Robert.A.Jr.]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

[HoosJustinG]

If her goal is to be a fierce consumer advocate, she could start by naming and shaming those who would make all of us say “oh my God” and tell us what they’ve done.

[John Morris]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

It's a fairly crowded market, with folks like Dunnuck and Suckling going solo with a subscription-based business model, plus Wine Advocate, Vinous, Jancis Robinson and Decanter.

It will be interesting to see if she focuses on particular regions. The article doesn't really address that.

[John Glas]

If her goal is to be a fierce consumer advocate, she could start by naming and shaming who would make all of us say “oh my God” and tell us what they’ve done.

No kidding. I would subscribe just to see what is really going on!

[John Glas]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

She could up her name recognition by posting on the board!

[Mich@el Ch@ng]

I wonder if 7% of the wine she reviews will be corked

[Jeff_M.]

If her goal is to be a fierce consumer advocate, she could start by naming and shaming who would make all of us say “oh my God” and tell us what they’ve done.

It would cost $2K per month to figure that out.

[Mark Golodetz]

She seems to be implying that a couple of the things she disapproves of are clearly things that Galloni does. The 48 hour preview and the deals with producers for wine at his events. It seems though, when Parker sold the Advocate, there were plenty of events surrounding that too. I do not know the ins and outs of either deal.

Net though; I shall not be subscribing as her palate is in no way aligned with mine. I do wish her luck though, and hope that she puts the spotlight on many of the conflicts and other behind the scenes shenanigans critics get up to. It seems that in a field where the reader is the ultimate audience and payer, there should be no conflicts, unless very clearly defined.

[Dennis Borczon]

I thought Trent Crimm was already reviewing wines under that name. And European Soccer....

[Mich@el Ch@ng]

From the article:

The release also mentions the “coming to light” of “numerous conflicts of interest” at wine criticism publications – none of which are named – such as “selling event tables to wineries and score previews to retailers through ultra-premium subscriptions”.

In short, Perrotti-Brown told db that such “shenanigans” were the source of “large amounts of money” for wine criticism titles, but a potential revenue stream that she will eschew on ethical grounds, expectant of “a comfortable living” from a subscriber-only revenue model for The Wine Independent.

[Lou Recupero]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

It's a fairly crowded market, with folks like Dunnuck and Suckling going solo with a subscription-based business model, plus Wine Advocate, Vinous, Jancis Robinson and Decanter.

It will be interesting to see if she focuses on particular regions. The article doesn't really address that.

This was about as close as she came to answering that:

As for editorial staff, Perrotti-Brown, who will remain in Napa, is recruiting further wine critics in the hope of building a team of regional experts, and she and Berglund are offering equity in The Wine Independent to writers as an incentive.


I keep hoping that she will hire "Trent Krim, The Wine Independent" as it appears he is now looking for work...

[Todd F r e n c h]

We know she will have at least ONE subscriber - Neal - because they have “groundbreaking new search capabilities”

Think of all the times wine publication subscribers lamented that the search capabilities were so not-groundbreaking, only 'regular' capabilities like when you enter a word or set of words, you get results that show you those words or sets of words.

[Todd F r e n c h]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

She could up her name recognition by posting on the board!

That's the only reason that teenage William Kelley guy has any clout. His posts here, obviously.

[D@vid Bu3ker]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

She could up her name recognition by posting on the board!

That's the only reason that teenage William Kelley guy has any clout. His posts here, obviously.

He posts here? I watch his videos on IG.

[John Morris]

She seems to be implying that a couple of the things she disapproves of are clearly things that Galloni does. The 48 hour preview and the deals with producers for wine at his events. It seems though, when Parker sold the Advocate, there were plenty of events surrounding that too. I do not know the ins and outs of either deal.

She might also be referring to her own experience. Parker hired her as a critic around 2008, and then the Singapore investors who bought control of the Wine Advocate from Parker in 2012 appointed her editor in chief. They were in the wine business and their business model seemed to be to monetize the brand via events in Asia with the help of the trade.

Michelin, which bought 40% in 2017 then bought the rest in 2019, has a long reputation for independent restaurant and hotel ratings, but I don't know how that's played out for WA.

[Corrected: Originally I had written that Parker appointed her editor in chief. - John]

[crickey]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

It's a fairly crowded market, with folks like Dunnuck and Suckling going solo with a subscription-based business model, plus Wine Advocate, Vinous, Jancis Robinson and Decanter.

It will be interesting to see if she focuses on particular regions. The article doesn't really address that.

Jane Anson just went solo, too.

[Chris Crutchfield]

We probably won’t hear any juicy details about how the sausage was made because she is likely under NDA.

[Keith Levenberg]

We know she will have at least ONE subscriber - Neal - because they have “groundbreaking new search capabilities”

Think of all the times wine publication subscribers lamented that the search capabilities were so not-groundbreaking, only 'regular' capabilities like when you enter a word or set of words, you get results that show you those words or sets of words.

John didn't mention this part because he was probably too giddy with excitement, but it appears that if you like Black Forest Cake in your wine, you'll be able to find all the wines with Black Forest Cake:

She added, “An accurately written, meaningful tasting note can offer more information about the wine’s style and flavour and therefore be even more valuable to consumers. With this in mind, we are adding an expansive range of filters to our wine search function, some of which are not currently found on any other wine website.

“This will help subscribers navigate the tasting notes with greater speed and ease,” she said.

[John Morris]

John didn't mention this part because he was probably too giddy with excitement, but it appears that if you like Black Forest Cake in your wine, you'll be able to find all the wines with Black Forest Cake:

She added, “An accurately written, meaningful tasting note can offer more information about the wine’s style and flavour and therefore be even more valuable to consumers. With this in mind, we are adding an expansive range of filters to our wine search function, some of which are not currently found on any other wine website.

“This will help subscribers navigate the tasting notes with greater speed and ease,” she said.

That prospect does indeed make me giddy! But, sadly, I doubt she negotiated a deal going in to keep the rights to her own tasting notes, as Galloni did with Parker. So, I'd guess her database will only cover notes going forward, and she seems to have eschewed that term in the last year or so. Can't imagine why.

[Julian Marshall]

Johan Berglund is an excellent photographer who has worked with Neal Martin for many years, so she'll have some nice photos.

Making catty comments about others, well one in particular, seems a strange way of launching your own business - people in glass houses, etc. That said, I wish her luck.

[Mattstolz]

I mean this as a respectful question, as I do not know the answer, but does she actually have a following or such name recognition, that a venture like this can succeed?

if she truly would be giving independent thoughts and reviews, I would follow it event if for that alone.

[Robert.A.Jr.]

John didn't mention this part because he was probably too giddy with excitement, but it appears that if you like Black Forest Cake in your wine, you'll be able to find all the wines with Black Forest Cake:

She added, “An accurately written, meaningful tasting note can offer more information about the wine’s style and flavour and therefore be even more valuable to consumers. With this in mind, we are adding an expansive range of filters to our wine search function, some of which are not currently found on any other wine website.

“This will help subscribers navigate the tasting notes with greater speed and ease,” she said.

That prospect does indeed make me giddy! But, sadly, I doubt she negotiated a deal going in to keep the rights to her own tasting notes, as Galloni did with Parker. So, I'd guess her database will only cover notes going forward, and she seems to have eschewed that term in the last year or so. Can't imagine why.

We took the guillotine to that cake reference!

[Mark Golodetz]

Johan Berglund is an excellent photographer who has worked with Neal Martin for many years, so she'll have some nice photos.

Making catty comments about others, well one in particular, seems a strange way of launching your own business - people in glass houses, etc. That said, I wish her luck.

I agree with that in general, but my first requirement from any critic is an honest and completely independent appraisal of any wine they are scoring. Whether anything can be inferred by the 48 hour previews making for favored trade customers or winemakers coming to his events with plenty of wine, is hard to say. But like Calpurnia, “Caesar’s wife should be above suspicion”. The appearances are not good, and if LPB can tell us what really is going on, more power to her.

[Julian Marshall]

Johan Berglund is an excellent photographer who has worked with Neal Martin for many years, so she'll have some nice photos.

Making catty comments about others, well one in particular, seems a strange way of launching your own business - people in glass houses, etc. That said, I wish her luck.

I agree with that in general, but my first requirement from any critic is an honest and completely independent appraisal of any wine they are scoring. Whether anything can be inferred by the 48 hour previews making for favored trade customers or winemakers coming to his events with plenty of wine, is hard to say. But like Calpurnia, “Caesar’s wife should be above suspicion”. The appearances are not good, and if LPB can tell us what really is going on, more power to her.

True, but I always have difficulty trusting someone who says they're honest, especially when they cast aspersions on others!

Look at me, I'm independent! 100 point integrity! No conflicts of interest! I'm super ethical, unlike certain others!

I'm sure there are lots of insider tales to tell but I'm not sure her personal grudge against AG makes her the best person to do it.

And again, a weird way of asking "Hey, come and give me a "comfortable living"!"

Quite a contrast with jane Anson's rather classy way of setting sail.

[Keith Levenberg]

I'm sure I speak for everyone when I say that the only thing I always felt was missing from those sales pages that list 8 magazines' basically identical tasting notes is a 9th one.

[A d a m Mintz]

She seems to be implying that a couple of the things she disapproves of are clearly things that Galloni does. The 48 hour preview and the deals with producers for wine at his events. It seems though, when Parker sold the Advocate, there were plenty of events surrounding that too. I do not know the ins and outs of either deal.

Net though; I shall not be subscribing as her palate is in no way aligned with mine. I do wish her luck though, and hope that she puts the spotlight on many of the conflicts and other behind the scenes shenanigans critics get up to. It seems that in a field where the reader is the ultimate audience and payer, there should be no conflicts, unless very clearly defined.

I'm not too familiar with her, but how would you describe her palate? What does she tend to prefer in terms of style?

Subscriber-only model makes sense in today's world assuming she has the name recognition or can benefit off of her experience at WA.

Guess the real question for WBers is if she'll have CT score integration?

[John Morris]

I'm not too familiar with her, but how would you describe her palate? What does she tend to prefer in terms of style? ....

This thread will give you a sense of her palate.

[S teve R edenbaugh]

She managed to drive one project into the throes of mediocrity...I trust neither her palate or her editorial acumen.

[Mark Golodetz]

Johan Berglund is an excellent photographer who has worked with Neal Martin for many years, so she'll have some nice photos.

Making catty comments about others, well one in particular, seems a strange way of launching your own business - people in glass houses, etc. That said, I wish her luck.

I agree with that in general, but my first requirement from any critic is an honest and completely independent appraisal of any wine they are scoring. Whether anything can be inferred by the 48 hour previews making for favored trade customers or winemakers coming to his events with plenty of wine, is hard to say. But like Calpurnia, “Caesar’s wife should be above suspicion”. The appearances are not good, and if LPB can tell us what really is going on, more power to her.

True, but I always have difficulty trusting someone who says they're honest, especially when they cast aspersions on others!

Look at me, I'm independent! 100 point integrity! No conflicts of interest! I'm super ethical, unlike certain others!

I'm sure there are lots of insider tales to tell but I'm not sure her personal grudge against AG makes her the best person to do it.

And again, a weird way of asking "Hey, come and give me a "comfortable living"!"

Quite a contrast with jane Anson's rather classy way of setting sail.

But then Jane is a classy lady.

Just FYI Parker started the Advocate railing against the English writers, many from the trade, who dominated the wine scene then.

[Johan Beglund]

Johan Berglund is an excellent photographer

Thanks Julian! I do often feel like Rain Man... But, you know what they say, sometimes a picture speaks a thousand reviews. So I hope to do my bit. We picked a hill to die on because we felt it was more than worth it.

Cheers

[Mich@el Ch@ng]

Her leaving WA led me to resubscribe; addition by subtraction.

[Marcu$ Stanley]

Lisa Perrotti-Brown MW launches ‘fiercely independent’ wine publication

Lots of interesting details here, but this stood out:

.... Speaking to db last week ahead of the official launch of the new publication, Perrotti-Brown said that she and [her 50-50 partner Swedish photojournalist Johan Berglund] “had been playing with so many names” for the title, but “it was The Wine Independent that came to us, because it seemed to say exactly what we wanted.”

Continuing, she told db, “I don’t want to point fingers at anyone else’s business in particular, but people don’t know what’s happening behind the scenes of so many wine criticism publications, unless you’re in the business, and then you are like, ‘oh my God’.”

She added, “A consumer reading a publication that tells you what you should and shouldn’t buy has no idea there are other agendas behind the scenes, so we are saying we are independent in the name, there is never going to be any wriggle room on that, there is never going to be any compromise on integrity, and that comes with us [Perotti-Brown and Berglund] being majority shareholders, and the others being very much in agreement with our ethos – no-one is going to get greedy; we want to remain completely unbiased.”

Indeed, in the press release on the title’s launch, which was sent to db last week, the new publication is said to “return to the high ethical standards initially championed by Robert M. Parker, Jr. back when he started The Wine Advocate in 1978,” noting that “a reputable wine criticism publication should not accept money from any other wine-related entities” ....

Truth is though that anyone who reads the reams of over-the-top praise and uniform 95+ scores given to established expensive wines can tell that critics have little freedom to be critical or even unenthusiastic in reviewing the major producers. There are a few exceptions (Jancis?) but that’s the rule. Thing is, she was very much one of the crowd in that respect so it makes me doubt her ability to challenge it.

But in the age of CT endless lookalike tasting notes for in-barrel wines are not what I look for from wine writers anyway. I want good wine writing that takes me inside the winemaking practices, viticulture, culture, history, geography, economics etc. of a region

[Greg K]

Johan Berglund is an excellent photographer who has worked with Neal Martin for many years, so she'll have some nice photos.

Making catty comments about others, well one in particular, seems a strange way of launching your own business - people in glass houses, etc. That said, I wish her luck.

I agree with that in general, but my first requirement from any critic is an honest and completely independent appraisal of any wine they are scoring. Whether anything can be inferred by the 48 hour previews making for favored trade customers or winemakers coming to his events with plenty of wine, is hard to say. But like Calpurnia, “Caesar’s wife should be above suspicion”. The appearances are not good, and if LPB can tell us what really is going on, more power to her.

Mark, Pompeia was the wife that should have been above suspicion (and was thus divorced)!

[Greg K]

Wow! Quite the statement!!

Thanks for sharing!

I get the sense LPB has always viewed herself as the spiritual as well as actual successor to Parker, who always positioned himself in this manner (a protector of consumers first). She was fiercely protective of his legacy at The Wine Advocate whereas I think the current reviewers/editors are less focused on that legacy and more focused on their style of reviewing and reporting. So I'm not really surprised she has started this new publication with a cri de couer in this style.

[alan weinberg]

Lisa Perrotti-Brown MW launches ‘fiercely independent’ wine publication

Lots of interesting details here, but this stood out:

.... Speaking to db last week ahead of the official launch of the new publication, Perrotti-Brown said that she and [her 50-50 partner Swedish photojournalist Johan Berglund] “had been playing with so many names” for the title, but “it was The Wine Independent that came to us, because it seemed to say exactly what we wanted.”

Continuing, she told db, “I don’t want to point fingers at anyone else’s business in particular, but people don’t know what’s happening behind the scenes of so many wine criticism publications, unless you’re in the business, and then you are like, ‘oh my God’.”

She added, “A consumer reading a publication that tells you what you should and shouldn’t buy has no idea there are other agendas behind the scenes, so we are saying we are independent in the name, there is never going to be any wriggle room on that, there is never going to be any compromise on integrity, and that comes with us [Perotti-Brown and Berglund] being majority shareholders, and the others being very much in agreement with our ethos – no-one is going to get greedy; we want to remain completely unbiased.”

Indeed, in the press release on the title’s launch, which was sent to db last week, the new publication is said to “return to the high ethical standards initially championed by Robert M. Parker, Jr. back when he started The Wine Advocate in 1978,” noting that “a reputable wine criticism publication should not accept money from any other wine-related entities” ....

it is rumored that Coates would pick up gratis a case of Chambertin at Rousseau as he left after each annual tasting . . .

[Christopher Dunn]

Lisa Perrotti-Brown MW launches ‘fiercely independent’ wine publication

Lots of interesting details here, but this stood out:

.... Speaking to db last week ahead of the official launch of the new publication, Perrotti-Brown said that she and [her 50-50 partner Swedish photojournalist Johan Berglund] “had been playing with so many names” for the title, but “it was The Wine Independent that came to us, because it seemed to say exactly what we wanted.”

Continuing, she told db, “I don’t want to point fingers at anyone else’s business in particular, but people don’t know what’s happening behind the scenes of so many wine criticism publications, unless you’re in the business, and then you are like, ‘oh my God’.”

She added, “A consumer reading a publication that tells you what you should and shouldn’t buy has no idea there are other agendas behind the scenes, so we are saying we are independent in the name, there is never going to be any wriggle room on that, there is never going to be any compromise on integrity, and that comes with us [Perotti-Brown and Berglund] being majority shareholders, and the others being very much in agreement with our ethos – no-one is going to get greedy; we want to remain completely unbiased.”

Indeed, in the press release on the title’s launch, which was sent to db last week, the new publication is said to “return to the high ethical standards initially championed by Robert M. Parker, Jr. back when he started The Wine Advocate in 1978,” noting that “a reputable wine criticism publication should not accept money from any other wine-related entities” ....

Truth is though that anyone who reads the reams of over-the-top praise and uniform 95+ scores given to established expensive wines can tell that critics have little freedom to be critical or even unenthusiastic in reviewing the major producers. There are a few exceptions (Jancis?) but that’s the rule. Thing is, she was very much one of the crowd in that respect so it makes me doubt her ability to challenge it.

But in the age of CT endless lookalike tasting notes for in-barrel wines are not what I look for from wine writers anyway. I want good wine writing that takes me inside the winemaking practices, viticulture, culture, history, geography, economics etc. of a region

I agree. This is why I enjoy Kermit Lynch's writing.

[R. Frankel]

You guys are all far too easily seduced by the sudden appearance of the possibility of juicy insider gossip. We'll see what happens when her investors and co-workers -- all waiting for a payout that seems to be vanishing further and further into the hazy future -- start demanding some pay/revenue.

I for one am not impressed by her taking pot shots at her competitors, her co-workers and her (past) self. I won't be subscribing.

[Robert.A.Jr.]

You guys are all far too easily seduced by the sudden appearance of the possibility of juicy insider gossip.

The founder of this illustrious website allegedly has a penchant for gossip. He’s also lazy and has a narrow agenda.

[Marcus Dean]

Lisa Perrotti-Brown MW launches ‘fiercely independent’ wine publication

Lots of interesting details here, but this stood out:

.... Speaking to db last week ahead of the official launch of the new publication, Perrotti-Brown said that she and [her 50-50 partner Swedish photojournalist Johan Berglund] “had been playing with so many names” for the title, but “it was The Wine Independent that came to us, because it seemed to say exactly what we wanted.”

Continuing, she told db, “I don’t want to point fingers at anyone else’s business in particular, but people don’t know what’s happening behind the scenes of so many wine criticism publications, unless you’re in the business, and then you are like, ‘oh my God’.”

She added, “A consumer reading a publication that tells you what you should and shouldn’t buy has no idea there are other agendas behind the scenes, so we are saying we are independent in the name, there is never going to be any wriggle room on that, there is never going to be any compromise on integrity, and that comes with us [Perotti-Brown and Berglund] being majority shareholders, and the others being very much in agreement with our ethos – no-one is going to get greedy; we want to remain completely unbiased.”

Indeed, in the press release on the title’s launch, which was sent to db last week, the new publication is said to “return to the high ethical standards initially championed by Robert M. Parker, Jr. back when he started The Wine Advocate in 1978,” noting that “a reputable wine criticism publication should not accept money from any other wine-related entities” ....

it is rumored that Coates would pick up gratis a case of Chambertin at Rousseau as he left after each annual tasting . . .

I heard...
The boot (trunk) of the Jaguar was left open when he arrived for a tasting at quite a few wineries.

[Todd F r e n c h]

You guys are all far too easily seduced by the sudden appearance of the possibility of juicy insider gossip.

The founder of this illustrious website allegedly has a penchant for gossip. He’s also lazy and has a narrow agenda.

That's what people have told me! I didn't know these things about myself until I was told

[Dennis Borczon]

We already have a perfectly good place for loose rumors, gossip, ignorant opinions, and petty grammar arguments right here!

[Todd F r e n c h]

We already have a perfectly good place for loose rumors, gossip, ignorant opinions, and petty grammar arguments right here!

AND an 'advanced search function' as they brag about!

[Mark Golodetz]

There is a book by Andrew Barr called Wine Snobbery detailing some of this. I seem to remember it led to a law suit.

[Cris Whetstone]

What exactly is she saying about team Wine Advocate with this quest for purity?

As others have mentioned, I don't see how she has the following or clout to really give this traction. The supposed useful search thing sounds like what plenty of retailers do with tags and shelf talkers. Given that those sorts of descriptors are largely subjective in nature this is hardly useful or unique. It sounds a lot more like sales which is supposed to be what she is trying to be independent of.

Good luck to her. I just wish there was a better vision and idea behind this. Saying you're not like those bad people you won't name isn't a very high pedestal to gain attention from.

[David K o l i n]

We already have a perfectly good place for loose rumors, gossip, ignorant opinions, and petty grammar arguments right here!

AND an 'advanced search function' as they brag about!

[Neal.Mollen]

We know she will have at least ONE subscriber - Neal - because they have “groundbreaking new search capabilities”

Think of all the times wine publication subscribers lamented that the search capabilities were so not-groundbreaking, only 'regular' capabilities like when you enter a word or set of words, you get results that show you those words or sets of words.

ANY search capability would be ground-breaking for SOME sites I could name (but valor prevents me from doing so).

Refresh my memory: didn't LPB personally engineer some shady pay to play deal with their stillborn sake coverage way back when? And wasn't TWA doing pay-for-attendance wine dinners while she was running the joint?

Like Mark, I am not especially interested in her wine opinions as we don't seem to value the same things, but what really bothers me about this is that by pretending to remain above the fray, but not naming those doing shameful things at other pubs, she manages to elevate her own ethics while trying to raise serious questions about ALL of her competitors, whether they are doing customers dirty or not.

Unless she is claiming to be the only honest wine critic on the planet in which case hell no

[M.Kaplan]

.

[Ian Sutton]

Just FYI Parker started the Advocate railing against the English writers, many from the trade, who dominated the wine scene then.

and indeed I saw her pitch as trying to replicate that message against the current establishment. Let's hope she delivers on that better than Parker did, avoiding the ethical own goals that set TWA on its downward path, and drove their forum to extinction.

I daresay there are some beans she can spill about TWA and her fellow employees from that time. Whether she can avoid the questions about why she said nothing then is possibly a different matter.