Here is the Ultimate Beverage Publication Conflict of Interest
The sine qua non of publications that review and critique wines such as The Wine Spectator, Wine & Spirits, Wine Enthusiast, Wine Advocate, Vinous and others is integrity. They must be seen as incorruptible. Readers must believe their reviews are untainted by conflict of interest.
So, imagine the following. One day you read that E & J Gallo Winery has purchased, say, The Wine Spectator. In the announcement by Marvin Shanken, who is staying on as publisher, we learn that “under the new ownership, nothing about the Wine Spectator’s ratings or the rating process will change and the same high level of integrity will remain in place.”
In the many years that the Wine Spectator has been a highly prominent and influential wine ratings publication nothing has tainted its integrity when it comes to ratings. But under the scenario laid out above, would anyone remain sanguine about the purpose and integrity of the publication? Would anyone continue to give the benefit of the doubt to the publication’s ratings and reviews after the largest private wine company in the world purchased the publication?
On February 3 it was announced that AB-In Bev (Budweiser) had purchased full ownership of Portland-based RateBeer.com, one of the most successful and well-regarded peer beer rating websites in the world. The purchase was made by AB InBev’s ZX Ventures, a company-held incubator and investment arm. Still…Budweiser.
This comes after AB In-Bev had purchased a minority stake in RateBeer.com in 2016, a fact, by the way, that was not disclosed for almost 12 months after the investment.
With AB-InBev’s purchase of the beer rating website, there is no question that visitation to RateBeer.com will decline. Folks who currently use it regularly to post reviews and those that read it periodically will migrate to competitors like UnTapped where the clear and obvious stench of conflict of interest is not so strong.
It’s practically a law of nature. In an environment where digital citizens can take their business and eyeballs someplace else in the time it takes to click a mouse, the slightest tainting of a trust-based business’ integrity will result in increased emigration to a more trustworthy concern.