Wine blogging qualifications

November 18, 2010 in marketing with 24 Comments

 

I see that an interview I gave on the phone recently has been published in Harpers and I thought it would be better to add a few comments before I might upset any friends in the trade or blogging world.

I was asked, by Gemma McKenna at Harpers in the UK, whether I thought that bloggers “needed the WSET qualification”. The trade in general is very positive about it, understandably, and so most of the others she spoke to were fairly uniformly welcoming. It makes my dissent stand out all the more.

This is how I was quoted (full article is linked above):

What about the blogging community? Do they need formal qualifications?
Robert McIntosh, who runs wineconversation.com and is one of the founders of the European Wine Bloggers Conference, thinks not. “It’s a question that’s being continually asked and no one can agree,” he says. “I don’t think bloggers should have a qualification. The wine trade is really small, but so standardised when it comes to wine communication. One thing that puts consumers off is descriptions of wine that don’t mean anything to them – the average tasting note doesn’t help them understand.

“I personally never finished my WSET Diploma, but I don’t think that’s made a big difference to my life, other than missing out on contacts.

“The WSET tells you there is no right tasting note for a wine, but when you’re examined on a Marlborough Sauvignon Blanc, if you don’t tick the box “gooseberry” and instead write “it’s like being slapped in the face with a bunch of grass”, you won’t get the marks.

“I’m not trying to do down the WSET, I’d definitely recommend it to people. But if a blogger asks me if they need to do it before they start blogging I’d say no, do it your own way first. If they want to get into some more technical stuff later, then by all means.”

Consumers are telling us all the time that they don’t “get” wine writing, particularly professional tasting notes. What we need to find are new ways to engage consumers and make wine relevant to them. However, if we ALL take the SAME qualifications, we all use the same basis for reviewing wines, we create a uniformity of thinking that hampers our search for something new.

I think that much of what the WSET does, to standardise a general knowledge about the wines of the world and also bring a commercial element to wine learning that makes the trade more “professional”, is positive. It is useful to have a benchmark set for wine knowledge, especially if someone wants to work in the wine “business”.

But the question was, “do bloggers need the WSET”?. This is about wine communication, not wine knowledge.

Bloggers might ALSO be wine buyers, wine sales people and wine marketers. If in those roles they need wine qualifications, then that is a different point. But they could also be lawyers, computer programmers, retired pilots, teachers and much, much more.

I am concerned about their role as ‘people who express their opinions, experiences and knowledge via the means of a blog’. Passionate wine lovers who take the time to share that with others via a blog will generally also try and learn more about the wines, regions and people behind them, but do they all need to study the same curriculum?

I feel very strongly that the world of wine communication would be a poorer place if anyone who wanted to express their opinions about wine had to take a qualification, never mind the same one. If we really want creativity we need to welcome and support alternative points of view, and different ways to express that experience.

Of course, you are entitled to a different point of view.

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About Robert: Robert McIntosh is a wine blogger and online communicator on WineConversation.com, a prolific twitterer (@thirstforwine) and an occasional contributor to wine magazines as well as speaking at wine events. Robert is co-organiser of the annual European Wine Bloggers Conference and Born Digital Wine Awards, promotes international online wine communication, and advises companies about how to engage through social media. Robert also has some trouble communicating in the third person.

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  • http://www.robertgiorgione.com Robert Giorgione

    Great article Rob and I completely agree with you. Having been a top-flight sommelier for the past 13 years in London, passed my WSET Diploma in 1999 and is going on to study for the MW, I think it completely irrelevant for a blogger to have a ‘qualification’.
    As you may be aware, I have been blogging about food and wine for the past 4 years. In fact, I am probably the only sommelier in the UK to be so pro-actively involved within social media to such an extent. I certainly have the passion, knowledge, expertise and experience. I am not a trained journalist, yet I do blog and write regular wine and food articles for various magazines and websites.
    However, with blogging it is all about how to articulate and communicate effectively all of this, clearly to your audience in a very unintimidating way, yet still being yourself. This requires great skill and integrity.
    Social media is an amazing tool, but it is what you do with it and in which form. Video blogs, twitter, facebook, photos, blogs etc are a great (and quicker) way to make a bigger impact and spread the word. I would encourage anyone to use it, but to use it wisely and whichever form suits their personality.
    This is the future. I’m very happy to be part of this and it is wonderful when you consider all the people around the world with whom you can connect, engage and reach out to.
    Let’s get with the 21st Century…wine is for enjoyment. Why should anyone put up any barriers towards its communication and discovery?
    Robert Giorgione
    @robertgiorgione
    http://www.robertgiorgione.com

    • http://thirstforwine.co.uk thirstforwine

      thanks!

  • Gareth

    Rob, your points are very valid. Of course bloggers don’t need a formal wine qualification to be good at what they do.

    A passion for wine, an understanding for the subject and – most importantly of all – an ability to write well are the key factors for a good wine blogger.

    Some of those criteria can be found in a WSET classroom – but not all.

    And you are right, while the WSET’s “medium-plus acidity” approach is very good at installing a sound basic tasting technique in its students, it makes for bloody awful reading.

    • http://thirstforwine.co.uk thirstforwine

      thanks! In some ways, a MORE technical tasting course (like a Aussie/Kiwi winemaker) would be better, as it would really develop tasting skills, but just the basics, then examining it based on keywords, is just wrong

  • http://reignofterroir.com/ Greybeard

    Rob, I think you nailed the sentiments exactly – a WSET or other qualification is no bad thing to have and may be required if blogging isn’t just a side-line (as it is with me), but a passion for wine, either history and social aspects (again as with me) or the technical and tasting side, coupled with an ability to write well and convey your passion, is the main requirement for a blogger.

    • http://thirstforwine.co.uk thirstforwine

      and your passion certainly is evident! thanks

  • J Roberts

    I can’t disagree, good points. But allow me to hiss and spit just for a second as I think of those WSET Dip resits I have to take next year…

    • http://thirstforwine.co.uk thirstforwine

      Sorry to hear that – I’m sure you’ll do very well. I’d offer to help, but I went AWOL from my course after year 1

  • http://www.winetravelmedia.com/about Wink Lorch

    I do agree with most of your points.

    However, good communication about wine, whether conventional journalism, wine writing, blogging (including photo or video blogging) needs context. Ideally you get context by travelling the world of wine visiting wine regions and producers, and both there and back home tasting all sorts of wines extensively. But, many wine bloggers, indeed many writers don’t have the luxury of doing as much of this as they might like. This is where wine education comes in, to provide that context and background.

    WSET education is not just about tasting, far from it – in fact many would argue that the amount allotted to tasting in the exams is too small. But the broad education about winemaking, viticulture and the world of wine that both Advanced Certificate and more so, of course, Diploma should give to a diligent students prepared to study hard in and around the course, can help give that context. By having this education, when you visit the wine regions or even meet the winemakers at a tasting or dinner back home, you know what questions to ask to find out more.

    This of course, is not only provided by WSET. For any bloggers that are not planning to work in the wine trade, I would strongly suggest doing as many different courses and tastings presented by independent merchants and educators, especially, in the UK, those belonging to the Association of Wine Educators (see http://www.facebook.com/AssociationWineEducators) who can add to the fundamental knowledge that a good communicator can build on.

    It’s worth remembering that many top wine writers don’t have high WSET qualifications, however the successful ones – like Oz Clarke and Charles Metcalfe to name but two – are highly intelligent and superb communicators who developed into top tasters too. They won’t mind me saying that they started their wine writing careers at a time when there was a great opportunity for them to shine in their field and therefore to travel widely.

    Conversely, while I’m here …. A pet hate of mine is wine bloggers who boast on their blogs that having WSET Advanced Certificate makes them a wine expert, capable of advising on all things wine. By all means, tell everyone and be proud of your achievement, but it does not by a long way, make you an expert. Education alone is of course, not nearly enough.

  • @jascotswine

    Great post, I agree very strongly on the dubious usefulness of standardised education. Tasting notes and the ubiquitous ‘gooseberry’ in Sauvignon, ‘Cedar’ in claret seem, in many cases, to amount to nothing more than jargon. I first learnt by cross referencing what ‘cedar’ represents in notes, I believe I now know what ‘eucalyptus’ means but I can promise you it’s not from any experience I have received from life outside the wine tasting and writing world. The challenge, as you say Rob, is to describe the tastes and experiences of wine with a fresh perspective and without assuming that ‘crunchy fruit’ ‘chewy tannins’ or even ‘cat’s pee on a gooseberry bush’ mean what we think they mean to an ‘uninitiated’ reader.

  • http://twitter.com/Sedimentblog The Sediment blog

    Some of us write about wine in order to entertain. Our own (hopefully entertaining) descriptions of wines have included “It was like thin treacle poured over a flagstone floor” and, of a South African rosé, “It had a physical presence at the table, like a large sweaty, pink, and yet quite cold, man”. I’m sure that wouldn’t pass muster with WSET – but our readers seem to enjoy it!

  • andrew

    There are two points here I feel. The first is that you do need the knowledge that comes from school room courses and vineyard travel. The second is the method of communicating that knowledge.

    I know several bloggers who haven’t a clue really about evaluating wine but their ability to communicate their enthusiasum gives life to their blog.

    Over the years my blogging has change considerably especially as realising that wset tasting notes are really boring. But without context and wset/travel knowledge there wouldn’t be much. It’s about taking the knowledge and formal structure and communicating it in a different way

  • http://www.bythebottle.co.uk Zoe

    I agree – bloggers DON’T need a WSET. However, this WSET’er certainly needs a blog!

    WSET was a first step towards learning more about wine, which – as is so often the case – highlighted just how much I don’t know. I was fortunate to do my WSET Advanced with a lively, intelligent, articulate group of people and really valued the couple of hours each week where I got to talk about wine and make new discoveries with them. I have finished studying – for the moment – and my blog (and Twitter) have allowed me to continue these conversations.

    WSET gives you a framework and a context for LEARNING about wine, but bloggers still need to find their own way to TALK about wine. You are not writing an essay and the facts that you crammed in order to get your little enamel badge don’t necessarily make the best chat (I’m still working on this one!).

    For me, wine is as much about the people and the places as what ends up in the bottle and it’s not the classroom where I make these discoveries. As Wink suggests, I visit vineyards, meet winemakers, go to tastings and try to learn from as many different people as possible. It’s here that I find the stories that keep me interested in learning more about wine – and keep me blogging.

  • http://twitter.com/grapes_of_sloth Paul J. Kiernan

    We are kindered spirits – I never finished my MSc in Food Business :(

    I’ve jumped most of the hurdles for the WSET Dip but am still waiting on one result, so no chickens being counted etc just yet.

    Re topic, while I think it definitely isn’t necessary for a wine blogger to have WSET qualifications, they should at least be reading up on the area as opposed to just drinking wine and pouring forth a stream of consciousness on their blog then.

    It is great to diverge from the template, but it is useful to first know what that template is, in my own humble opinion!

    • http://thirstforwine.co.uk thirstforwine

      Yes, I often remind myself that even Picasso had a classical art training … BUT art is a broad subject taught by many people. However “uniform” that might be to a creative soul, it is still not the same as the single, culturally biased (i.e. UK perspective), curriculum and assessment criteria that we are discussing. Whose template is it anyway?

  • Haddadfrank

    I agree that having qualifications or letters after you name is not necessary for a blogger or any one else who writes about wine. There are bloggers or writers who live in a region who have more detailed knowledge about that region than any certificate or designation could possibly have. They have their feet on the ground and know their region and the wines and winemakers. Catvino is one blog that comes to mind.
    There are winemakers who blog or write about wines and wine making. No theory out of text, hard to argue with the red stained hands. There are bloggers who write about special areas or countries i.e. The Italian Wine Guy. Do I care whether they have qualifications, no their knowledge is apparent.
    One thing that may be brought up in this discussion is the blogs that are not well researched or well written. I shudder to think of how many times I have read misinformation on Canadian Ice Wines, to give an example close to home. Would some basic wine knowledge help, possibly?
    We do not ask if any other writer in mainstream publications has a formal wine education. Why is this discussion not more general about wine writers in general?
    I am currently working on my WSET diploma and have accreditations from the Society Of Wine Educators as well. Does it make me a better blogger, no? Do I need them to blog no. Do I need them for business, they certainly help. http://intheglass.blogspot.com/

    • http://thirstforwine.co.uk thirstforwine

      very good and valid points – I’ve been thinking about a related issue which I will comment on separately :)

  • Pingback: todayinvino.com

  • http://thirstforwine.co.uk thirstforwine

    Thank you all for such great comments, thoughts and experiences on the subject.

    One aspect I considered, but didn’t include ENOUGH in the post, is that there are different aspects to a blog. The key difference that might affect the answer to the question above, is what is the blog trying to achieve?

    IF it is a personal opinion site, with commentary on the author’s own wine experience, then no qualification is required, of course.

    IF the author wants to claim to educate, inform, or state facts about wines, regions and producers, then there ought to be some level of authority demonstrated on the subject. That authority COULD come from an examination (though as Wink points out, WSET holders are really not ‘authoritative’ on any wine subject based on that course alone), but could equally come from experience, research or unique access – and you probably need several of these together. None of them give any guarantee of quality, but are an indication of how trustworthy the source is.

    In the latter case, why not take an exam, to PROVE your knowledge (rather than gain it)?

    Anyway, the point is made. Exams achieve many things, and are a great stepping stone for some people (and a great way to filter out those with limited passion and motivation), but they are not a necessary condition for sharing a passion for wine through a blog.

    Now, I’m off for a nice glass of wine. I might even blog about it :)

    • http://agoodtimewithwine.com mmwine

      One of my problems in college is that I was terrible in taking exams. I would get A’s and ace every project ever, but when it came time for a formal test, I would choke. I obviously got through and over that issue, graduating college with over 3.5 average. However, exams still bug the heck out of me.

  • Lucy Bridgers

    I do agree with most of what you are saying, Rob, but wanted to read the original piece before making a comment about something I feel strongly about.

    In a recent feature, Harpers reported how the wine trade continues to fail to engage with consumers and what a limiting effect this has on the industry. In the light of this, for the same publication to even ask whether the blogging community needs formal qualifications leaves me open mouthed. Apart from my initial surprise, it is a disappointing reminder of just how precious (and elitist) members of the wine community can be about their beloved subject.

    Anyone who is sufficiently enthused by wine to start blogging about it should be encouraged, appreciated and acknowledged. On a purely commercial level, the trade needs as many keen, engaged voices out there as possible.

  • http://agoodtimewithwine.com mmwine

    I happen to agree, wholeheartedly. I never wanted to formalize my study of wine. I like reading and learning because I want to, not because I have to pass an exam. My whole goal when I started blogging 3 years ago was to “Make wine approachable”, and I believe I’ve achieved that.

    I am, however working towards my various certifications. I am doing this not because I want to be a better blogger, or because I want people to say “oh, he’s certified, lets read his work”. I’m doing it, instead, because I’ve set a few new personal goals, and the certification is one of them.

    Cheers!
    Matt

  • http://www.thetastingnote.com The Tasting Note

    You make a very valid point Rob. I have my Advanced WSET, but it provides precious little use to me on a day to day basis, either as a blogger or as a retailer as very few people want to know about soil types and microclimates, and those that do will more than likely buy a book to learn. I’ve been debating if I should do the Diploma or not, but am rapidly deciding against it as I can’t see any real benefit. I get enough experience and knowledge from tasting vast quantities of wine and reading bookshelves full of books and endless blogs to gain a balanced and wide view of wine.

    You are right in saying that there should be a wide range of voices commenting on wine, from the retailer, to the lawyer, to the housewife, and also a varying degree of qualification and experience. The side effect of this however (and it might just be my harsh but (in my view!) fair damning of certain product) is that one lone voice can cause the reader to take the hump, but there are quite a few people who are quite vicious with their comments on my blog posts. They accuse me of being uninformed and uneducated, when (irrespective of whether I have a WSET or not) I am neither. I appreciate that people who are simply abusive won’t listen to an arguement, no matter how many qualifications you show them, but displaying an official qualification on my blog might actually prevent the “Anonymous and Angry” commenter from posting their hatred towards me.

  • http://thewineyard.wordpress.com/ Ben Hodgkinson (TheWineyard)

    I don’t think they’re necessary at all. I work in the trade managing a retail shop, buying for our range of about 500 wines, and making personal recommendations all the time. I’ve only been in the trade for 18 months, and have no formal education or training in wine. In fact, I’ve only been interested in it as a consequence of joining my current employer, and had no prior knowledge.

    However, despite a lack of formally recognised ‘expertise’, I am consistently congratulated and thanked for my good recommendations, the value for money to be had with a lot of our wines, and for my passionate and enthusiastic way of communicating about wine to customers and readers who have no knowledge of wine whatsoever.

    I think a big part of why people tell me they enjoy my style and manner of talking about wine is because I approach it very much as a person who had not got a clue when it came to the stuff not so long ago, and I recognise the need to explain the ‘obvious’ things, and keep it as accessible as possible. An ordinary consumer of wine is simply not interested in hearing about the technical side of wine, regardless of its relevance. Apart from anything else, I can relate to how they feel, because a couple of years ago, I found the whole world of wine intimidating as hell.

    I suspect that most people want someone to explain, in layman’s terms, why they loved a Shiraz last week, and hated another they tried this week. Why is this bottle worth so much more than that one? What the heck is Viognier and why should they bother trying it? Etc.