The Future Of Wine Writing: GrimDark

The future of wine writing: kill, or be killed?

The future of wine writing is kind of like… GrimDark.

No, I don’t mean that wine writing is headed for GrimDark as a cultural style of expression. Though that conceivably could happen as a symptom of where things are headed.

What I mean is that the future of the wine writing profession is f*cking bleak. As in, step-over-the-dead-bodies-of-your-former-comrades bleak.

Sorry to bust up your Holiday Cheer, but this topic has been weighing on my mind since my friend and wine-marketing-maven Tom Wark published the latest incarnation of Wark Communications’ Wine Writers Survey. He also took the time to add a bit of additional commentary on the more influential wine writers (as cited by other wine writers) on his Fermentation blog. Full disclosure: I happen to be among those writers cited, for reasons that I still don’t fully comprehend.

I love me some Tom Wark, but I am in a state of some disagreement with the Wark Communications conclusions from the survey; specifically, this tidbit:

The Future Of Wine Writing: GrimDark

If wine continues to grow in popularity, if the now fully adult Millennial generation is as committed to the beverage as they seem, and barring any economic catastrophes, I’m confident that the wine writing project will continue full speed ahead. More new voices are coming. More new publishing exercises meant to meet the needs of new generations will arrive. Even new ways of understanding and communicating about wine are likely to appear.


While it’s of course true that more new voices are coming, the Millennials are devoted to the beverage, and that new ways of understanding and communicating about wine will appear, I have severe doubts as to the viability of the “wine writing project” in the future. Why? Well, that same survey serves up some very compelling reasons in some of the take-away commentary on the aggregated survey responses…

-No more than just over a quarter of wine writers earn 50% of their income from wine writing.

-Most writing about wine earn very little income doing so.

-No more than just over a quarter of wine writers earn 50% of their income from wine writing.

-Most writing about wine earn very little income doing so.

-Maintaining a living writing in the wine genre is the greatest concern.

-Two-thirds of those who primarily write for their own blog or publication earn 10% or less of their annual income from wine writing.

-Despite the rise in digital publishing, there has been almost no change in the breakdown of publishing frequencies from the 2004 survey.

In the end, the viability of wine writing as a profession will, like other literary and journalism genres, depend on the financial health of the publishing industry going forward.


Ok… sooooooo… Wark’s rosey future is based on what, exactly? The facts that a) most wine writers cannot make a living now, b) wine writers are worried about ever being able to make a decent living, and c) wine writing is tied to the viability of writing as a profession, which has seen a decline as precipitous as a Mosel vineyard slope?

Well, F*CK ME, then.

There are more people wanting to write and communicate about wine, with fewer outlets outside of personal blogs and social media, and even fewer that are willing (or able) to pay anything even close to resembling a living wage for it.

You’ll forgive me for not getting the warm and fuzzy feeling all over about this theoretical future that Wark is seeing on the horizon, in the hopes that, hey, something is bound to come along and make all of this ok, despite the ever-mounting volume of evidence to the contrary! That’s not really hope, that’s… well, I want to write “delusion” but that seems a bit harsh. But then, if we’re headed for wine-writing-dystopia, then sure, let’s go with “delusion.” To quote Interstellar‘s Cooper, “that doesn’t even qualify as futile.”

Of course, I am hoping that Tom is right, and that I’m wrong; it would have helped if Wark had offered up more insights as to why those conclusions were drawn despite what seems like a much grimmer perspective from the survey respondents. Personally, I’m not quitting my gig any time soon, but I’m not about to recommend the wine writing path to budding enthusiasts of the written word – and the grape – as a means for building any kind of wealth, either.

Cheers (I guess)!

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