Monday, February 20, 2017
“I remember when the ’45 Bordeaux were first on the market,” 95-year-old wine critic Sam Euthanasia tells me, “the tannins were harder than Rubik’s Cube for the color blind. I said then, and I’ll say it now, those wines will never be drinkable. I had the ’45 Mouton just the other day. Tasted like goddam Polident. It stained my teeth, which weren’t even in my mouth at the time.”
If your business is the business of wine, then you know Sam Euthanasia. He’s been the most powerful wine critic in America, and the world, since 1952, and shows no signs of slowing down. A favorable score from Euthanasia means certain success for any new winery, while a scathing review can doom even the most famous. “I fart and they add more sulphur,” he has famously said. During my interview, he demonstrated. “What does that remind you of?” he asked, “Yellow Tail Shiraz?” Indeed.
Though there have been questions about Euthanasia’s faculties, he says any fears are unfounded. “95 is the new 70—just like wine ratings!” In a recent issue of his influential publication “The Wine Euthanist,” Euthanasia rated nearly 75 Napa Valley Cabernets 100 points. “What can I tell you,” Sam said to me, “it’s the greatest vintage of my life. You can’t be scared to give 100 points to a wine. I don’t care what anyone says, wine critics today are pussies. Afraid to give 100 point scores, like that devalues ratings. Imbeciles. When I was a young wine critic, wines pretty much sucked. They had more faults than the Trump Cabinet only they didn’t make you want to hurl. Or move to a real democracy, like Myanmar. Now I taste a vintage like 2013 in Napa Valley, and, hell, the wines all taste great. They all taste the same, but they all taste great. What’s a hundred points, anyway? It doesn’t mean a wine is perfect. I don’t know where people get that idea. Honestly, 100 points just means I don’t give a fuck what you think.”
The internet has revolutionized the business of selling wine. Where once it was only Sam Euthanasia’s opinions that mattered, now there are endless resources and ratings for consumers to consider. And there are a lot of surveys that conclude that Millennials no longer look to the elderly for their wine buying advice, they look to their peers. “Hell,” Euthanasia rants, “I don’t care about internet surveys. There are surveys on the internet that prove monkeys masturbate more than winemakers, and nobody believes that. If Millennials want to ignore the 65 years of experience that I bring to the spit bucket, that’s just fine and dandy. I don’t need them. I’ve got 50,000 subscribers to my website! Though, I have to admit, their average age is the Jurassic. Only dinosaurs care what I think. But that’s the wine business. We like our wines young, and our critics old. I think of myself as an aged Claret. More often than not, I suck. But there are no refunds.”
Euthanasia’s enduring power and influence baffle his fellow wine critics. “I wish he’d die already,” James Laube told me. I think he was talking about Euthanasia, but, hell, now that I think about it, maybe not. His head was down on the bar and I may have misunderstood. Robert Parker told me, “Sam is a powerhouse. Amazing. And to think he’s doing all that on his fifth set of kidneys, well, I stand in awe. His doctor told me his liver is the size of an iguana. When he dies, his tongue is going to the Smithsonian, right next to Monica Lewinski’s and Nixon’s forked one.” Hugh Johnson simply told me, “Sam’s taste buds died in the 1906 San Francisco earthquake.”
Sam doesn’t think much of today’s wine critics. “Most of them, they don’t even taste blind. They sort of imply they do, but they don’t. I taste blind. I can’t see a fucking thing. And I taste deaf, too. I can’t even tell if it’s a cork or a screwcap. And I’ve been tasting out of the same wine glass for forty years! So you know it’s not Riedel. That crap is more brittle than my hips. Oh, that reminds me, I need to wash my glass this month.”
“There are no real wine critics today,” asserts Euthanasia. “They’re all phonies. They have agendas. They don’t rate wines for the common person. They try to taste everything, they try to rate every wine available, but spend more time on the wines from their advertisers. It’s all a game to them. Slick lifestyle crap. Wine as a fashion accessory. ‘Look, a bottle of Harlan Estate makes your balls look bigger.’ The only balls I care about anymore are the tennis balls on the tip of my walker.”
If you really want to get Euthanasia wound up, all you have to do is ask him about whether or not he is losing his senses of smell and taste. Most experts agree that by the age of 70, smell and taste have significantly degraded. What must they be like at 95? Wouldn’t the biggest, sweetest, most intense wines get the highest scores? Just like the volume on Euthanasia’s television is perpetually set at “Heavy Metal?”
“Why are you asking me?” he rants. “All the other damned bigshot critics are nearly as old as I am. Parker, Laube, Steiman, Jancis, Olken—they’re old enough to be my kids. Nobody asks them about how degraded their olfactory bulbs are. Trust me, their warranties ran out years ago. They’re NOT running on fumes. And so you know, I had a new olfactory bulb implanted. It’s state of the art. It’s an LED olfactory bulb. Uses a lot less energy.
“And, besides, I don’t need to be able to smell and taste that well to accurately review a wine. In fact, it’s a huge advantage to have a poor sense of smell and taste when you’re judging wine. It really helps when you review natural wines. Oh my God, does it help. People think it’s hard to review wines. It’s not hard to review wines! Every jackass with a smartphone is reviewing wines now. ‘Wow, look at me, I have 3000 reviews on CellarTracker!’ That doesn’t make you a wine critic. That makes you a pretentious prick. Which is the first step to being a wine critic, but only the first step.
“Everybody thinks I should retire just because I’m old and think my house doesn’t smell like cats. I only have nine, how much can they smell? A great wine critic doesn’t need his full set of senses. Three out of five is plenty. It’s experience that matters, not performance. Which is what old guys always say. I’ve gone beyond judging wines for subtlety and nuance. Honestly, I judge them now for revenge.”
Monday, February 13, 2017
Hi, I’m Madeline Puckette, co-creator of “Wine Folly”—I’m the Folly part. I’m honored to be here as one of the faculty members for the Napa Valley Wine Writers’ Symposium, which is a dream come true for me. I’m at Meadowood with some of the best writers about wine that are still alive, and Evan Goldstein! I’m going to teach you how to become successful in the world of wine writing. It’s much easier than you think! Most of you probably believe you have to know something about wine and that you have to be a writer to be successful as a wine writer. Oh, that’s just silly. You don’t need to know about cows and be a boxer to be a really great bullfighter! I’m living proof you don’t need either qualification to be a wine writer.
The secret is that you just make things SIMPLE! Here’s the problem with so many wine blogs and wine books. There are just too many facts in them. I don’t bother with facts. Well, not fact facts. And the fact-adjacent facts I write, I use very infrequently. I mean, most of the people who read my blog and buy my books are not like this fancy-schmancy Symposium. They don’t have faculties. You can bet on that. So you can count every wine fact from the past two years of my blog, and it’s not even as many as there are in two pages of “The Wine Bible!” And whose book is #1 on Amazon? Not that wacky redhead’s! See what I’m sayin’? There’s no demand for facts in the wine world. Doesn’t that just make you happy?
Let me give you an example. I wrote a piece recently about Napa Valley, where we are right now! Isn’t this place just amazing? Did you know that Napa Valley produces some of the best Cabernet in the whole world? You would if you’d read my blog. Here’s the opening paragraph of my recent post about this wonderful Napa Valley.
“Had it not been for the overambitious visions of just a few individuals, Napa Valley might have never become one of the most important wine regions in the world. When Napa Valley was only just getting started, America’s passion for Bordeaux wines was feverishly high, so much so that even the first lady at the time, Jackie O., was known to sip Château Haut-Brion Blanc in the White House. Napa’s vintners no doubt observed Bordeaux’s success and looked to the region for inspiration.”
So see what I did there? 84 words in search of a single fact! This is the new model for successful wine writing. You only have to be truth-adjacent and fake-confident. Now, truth-adjacent is not like alternate truth, not at all. Alternate truth is when I say I’m a sommelier. I’m not a sommelier, but if I say it often enough, now it’s alternate truth! Truth-adjacent is saying “When Napa Valley was only just getting started…the first lady at the time, Jackie O….” Isn’t it funny how she was Jacqueline Kennedy when she was in the White House, but I called her Jackie O.? See? Truth-adjacent! But what’s really cool is how I sort of made up that Napa Valley was just getting started in 1962 when Jackie O. was in the White House, like a year before her husband Aristotle was assassinated by some gassy troll named Lee Harvey Weinstein. This 1962 fact-adjacent will be news to a lot of people at BV and Stony Hill and Louis Martini! But it just doesn’t matter. Facts are so last Millennium. And truth died with the birth of the Internet.
There I did it again! Truth didn’t die with the birth of the Internet. But I wrote it anyway. It’s not true any more than “Napa’s vintners no doubt observed Bordeaux’s success and looked to the region for inspiration.” I just put the “no doubt” in there because that makes it sound truer! Writing is so easy! Every paragraph I write is like this. I just think things in my head that sort of make sense and I write them down. If our great President had a wine blog, it would be just like mine. Only he doesn’t drink, and I drink a lot. But that wouldn’t matter! I mean, look, you can appeal to people who care about truth and insight, or you can sell yourself as a troubled high school kid to the lowest common denominator. Guess who wins?
Maybe the best thing you can do for yourself as a wine writer is to say that you write for beginners. Here’s a fun fact. Consider this. Beginners never catch your mistakes! And, you don’t have to do a lot of research, or really understand much about your subject, because, if you did, you might end up talking over their heads! How condescending is that? On “Wine Folly,” I never talk over anybody’s head. I just figure, hey, they’re here at my blog to read about Napa Valley Cabernet, how smart can they be? Learning about wine from “Wine Folly” is like learning about music from an organ grinder’s monkey. You hear the same crappy song over and over, and all I want is for you to put some money in my little outstretched hand.
You want to be like me and be a really successful wine writer? OK, it’s easier than you think, and here it is, broken down into three easy suggestions, just like I do it on my wildly famous wine blog!
1. Dumb it down!
Studies have no doubt shown that wine lovers don’t like too many facts, and the ones they like don’t have to be true. Make it simple. Say, “Oak is like a seasoning.” Most people know what a seasoning is. Oak is a tree. Poison oak goes really well with tomato juice.
2. You only have to be fact-adjacent!
Here’s the best thing about wine. It’s so subjective. Subjective means there are no facts. Even when there might be, it’s not your problem. There are already a lot of books with facts in them, anyway. They don’t sell. Use your creativity. How about, “Wine is at the highest point it’s ever been in the past 47 years.” There. That’s a fact. Make ‘em prove you’re wrong, but no doubt you’re not.
3. Everybody’s a beginner!
And it’s not your goal to improve their wine knowledge, because, first of all, you can’t. You just can’t. But armed with the truth-adjacent facts you give them, they’ll feel empowered. They can tell their friends, “Jackie O. no doubt inspired Napa Valley overly-ambitious people to make great Cabernet.” When their wine friends tell them they’re stupid, they can say they read it on “Wine Folly” and that certainly proves that.
Monday, February 6, 2017
Finally, Ladies, a new wine credential that will take the Miss out of wine misogyny. FemSomm! FemSomm is an idea whose time has come. Tired of being 10% of the ManSomm population? Weary of mentors who undress to help you study for the “Service” Exam? Ready to be treated as an equal in the competitive wine world? Then it’s time you began to study for your F.S.! FemSomms are the next big thing in wine!
It's about time that women had their own wine credential. Men have had Master Sommelier and Master of Wine all to themselves for decades. Oh sure, there are a few token women with MS or MW credentials, rather like there are a few Mexicans in the NBA. But maybe there needs to be a sorority to go with the fraternity that is the wine business.
You can read about some of the courses offered, testosterone-free, by the Court of Female Sommeliers by jumping over to Tim Atkin's distinguished site. Please leave your studied and witty comments over there, or, if you must, wrap them in a powder blue Tiffany box and leave them here.
I probably should have been a lot harsher in this piece. Maybe next time...
TIM ATKIN MW