Steven Spurrier (see the picture), the consultant editor of Decanter magazine, one of the most important British wine expert, talks about the importance to communicate the wine.
Furthermore he explains how in the last 30 years the consumption has been changing: “It' s aimed towards quality despite of quantity”.
What do you think about press, both consumer and wine press?
” The only wine magazine I know well is Decanter and this is a consumer magazine, but of course obligatory reading by the wine trade. I think it is a most important vehicle to tell the consumer what is going on in the wine world, written by people who have great knowledge of their subject and who have independent, non-influenced views”.
Do you think it's interesting how and when people start to read consumer magazine?
“With all the information on wine available on the web, I think people who read wine magazines are those with a strong interest in wine. For instance, I am most interested in Art, but I do not read art magazines, as I get the information I need through the newspapers, who talk about art, art exhibitions and so on. These same newspapers talk about wine, so the reader of magazines is really quite committed”.
How during the last 30 years the consumption of wine has been changing?
“Wine has become democratised in the UK and in the USA. Wine consumption in wine producing countries in Europe is going down, but the quality of wines consumed is going up. The whole trajectory is towards quality, as long as it offers good value for money”.
In which way are the consumers influenced in buying wine, reading a magazine?
“Recommendations are the thing that influences consumers, as Robert Parker’s Wine Advocate is the best example”.
Thanks Robert Parker the interest in wine was born many years ago. Today there are a lot of people, opinion leaders, blogger, journalists, that are interested in it. Internet is becoming a box for changing any type of information. Especially the social network play a fundamental role in this case: twitter, facebook, linkedin. What do you think about it?
“No comment, I have little to do with these methods of communication”.
For example, at the moment in Italy the consumption is decreased but people drink better. Could this trend be linked to the use more or less appropriate of social network, or by internet?
“No, I don’t think so. It is more of a general social change and also a generational change”.
What is the trend today in buying wine? Of course in the past Robert Parker influenced both producers and consumers. Nowadays which is the influence by wine magazine or generally press?
“To broad to comment, as there is too much information out there, but the information influences both consumers and producers and Robert Parker is the prime example”.
M.A.P.
Photo property of Decanter Magazine