Andrew Barrow of Spitton.biz on Wine Blogging

1. Why do you feel wine blogging is not a fad? or is it?

A fad? I’ve been going for several years now, others for much longer, but it is only recently that the format has begun to be taken seriously by the wine trade in the UK – or some of them at least. ‘Blogging’ has been saddled with the personal diary moniker from its early existence and to its detriment since. But taken as a way to (self) publish and gain a unique and dedicated audience many realize it has potential.

2. What is one thing wine blogs get right?

The personal touch. I’m not talking about how your wife was late for work and burnt the porridge or how sick your cat is this week – blogs have moved on from the diary approach – but if the writer can engage the reader and create a ‘conversation’ then they are doing ok in my book. The advantage of instant publishing (in comparison to the long delays for printed magazines) is a useful tool although perhaps not so vital as for celeb following blogs or those covering the political arena. Details of vintages are also a bit dull, for me at least, and covered well enough by the print media but if you are involved in the actual picking or in wine making (such as Dylan Klymenko on Our Wine Story.com) it makes for a more engaging and personal read, diary like, only focused. (Just a shame I can’t get his wines in the UK).

3. What is one thing that wine blogs get wrong or need to improve?

There is more to wine than tasting notes. In fact just about the dullest thing – and I’ve been guilty of this in the past – is a stream of tasting notes with little context to the moment, to the food, to other wines of its ilk or the region and country of origin. A blog full of tasting notes is fine if it is for a personal record (but then why not use such tools as Adegga or Snooth instead?) but makes for really dull reading I’m afraid.

A ‘voice’ or style is required to let the person behind the blog shine. 1WineDude for example has developed a great style and having met the chap I’m not sure it’s the same person! Not that he is dull or boring in person (I’ve got that spot well covered) it is just in writing he has a distinct entertaining, easily read, ‘voice’.

Conversation – I’m not sure the wine blogging community has the same dynamic in terms of conversation as, say, the foodie blogging world. Very few wine bloggers comment and extend the conversation. But maybe that’s just the subject matter. Those that don’t actually review wines write about more conversational subjects so gain more comments. The food world is chock full of gratifying but essentially pointless, ‘love your photos’, ‘must try this’ type comments, so maybe the wine bloggers are a little more engaging in what they write. While inter-blogger commentating can make the wine blogging sphere look elitist and insular I feel it engages the reader (and I have many more readers than just other wine bloggers) and might even prompt them to comment too.

4. What do you want wineries and Main Stream Media to know about your blog?

The target audience – the wine lover with a touch more interest in wine and food than the supermarket offer-buyer through to those with a more specialized knowledge. I don’t cover fine wines (because this field has a very specialized and knowledgeable market) but look to those that are more accessible to the general public especially from merchants with websites. I would love to concentrate on the vibrant independent merchant sector that the UK is blessed with but realise that these, often family or one-man concerns, have budgets that are often too small for much generosity in sending out samples or host lavish dinners. So while the big brands are not precluded, I would prefer to concentrate on single estate wines, those with a story, interesting grape mixes and so on.

5. What message do you have for wine PR companies as far as interacting with blogs?

I can’t talk for all but I’m sure these comments apply to many – As a PR person do you know where I am located? Have you actually read the blog? So often it is plainly obvious the answers are no. If you want me to write about your wine or vineyard I need more than a sample – although that is the important bit. I need to know retailers and price as the bare minimum and as I’m UK based the wine has to be available in the UK. One company went so far as to send samples complete with suggested dishes to accompany; they obviously realised the focus of Spittoon has turned more to the food and wine matching sphere (with many recipes appearing on SpittoonExtra) and provided information in support. Another has offered the chance to visit the vineyard – even better for me to appreciate the final product, its context and the history.

———— From his site ———–

A member of the prestigious UK based Circle of Wine Writers and WSET Diploma holder I am totally immersed in the world of wine and food. Photography is a keen interest too and use my own images to illustrate the articles across the various sites. Need some shots for your website or publicity material – give me a shout.

Regular wine and food writings appear on the Guardian Word of Mouth website.

Visit Spittoon to learn more.