Everyday Drinking’s white paper, The “Wine Crisis” Is a Media Crisis: A White Paper, by Jason Wilson and Caroline Lamb, argues that the wine industry is facing a media crisis alongside its broader crisis of discovery. Traditional wine publications have declined, freelance writers are poorly compensated, and the influence of critics and 100-point scores has weakened. As a result, wineries, importers, and retailers are struggling to create awareness and demand for lesser-known “wines of discovery.”
The authors also criticize the industry’s reliance on PR agencies, sommeliers, and social-media influencers as replacements for traditional wine media. They argue that PR continues to operate through an increasingly broken system, while influencer metrics such as followers and engagement do not necessarily translate into wine sales. At the same time, the decline of dedicated sommelier positions removes another important source of wine education and discovery.
Their proposed solution is direct, owned media—especially newsletters. They believe wine consumers still want to read and learn about wine, particularly when dealing with unfamiliar grapes, regions, and styles. Wineries and other industry participants should therefore tell their own stories, build direct relationships with audiences, and use newsletters to educate consumers and create long-term demand rather than depending primarily on shrinking traditional media or uncertain influencer marketing.
