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August 18, 2009 1:28:19 AM EST

in the topic Tony Keys :: BoozeMonkey Write-Up in the forum The Grapevine

I have read the various posts and as a "slightly" younger wine industry participant (not yet quite 50) I can see both sides of the discussion. I subscribe to TK's Key Report and always find it interesting, however it is really skewed toward "wine industry" news and I guess is primarily read by people in the "wine industry". The fact that a number of BM posters haven't heard of him is not surprising and here is where I think the heart of the "new" wine review movement sits. The "wine industry" has historically been quite focussed on what the “wine industry” thinks about its wines and assumed (quite incorrectly) that consumers will follow like sheep. In the current environment, a lot of the consumers are probably more interested in what Pink or Paris Hilton think about the wines rather than a writer with a view that may not make any sense to them. Interestingly Pink posted a comment on Twitter about the 1979 Grange tasting Penfolds put on for her and then later talked about a visit to the Barossa and the Mornington Peninsular. I suspect Grange and these regions received a lot more consumer attention (by number) from Pink’s mentions than say a traditional wine writer. Let’s face it, wine show awards and wine reviews probably mean a lot more to us in the “wine industry” than they do to the modern consumer. Maybe the traditional wine writer is, just like the publications they write for, facing extinction given the move toward instant, constant and somewhat disposable information. Alan Kohler wrote today (online) in the Business Spectator www.businessspectator.com.au about the Apple iPhone and the proposed new iPad and the likely impact on printed newspapers, it is worth a read to assist in understanding the new information super-train and how to climb onboard. I think we in the “wine industry” are facing similar challenges to the way we connect with our consumers. They probably don’t want people that they don’t know or understand for that matter, telling them what they should be drinking. They all want to be like Beyonce or Jay-Z and they all want what they are wearing, driving or consuming, we have to tap into this and the modern mediums allow us to do so. Brace yourself for the next 5 years, it will be a wild ride I am sure.

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