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Shanken Transformed Wine Industry
30 Oct
Summary
- Marvin Shanken purchased Wine Spectator for $40,000 in 1979.
- He grew subscriptions from 5,000 to over 100,000.
- His reviews significantly impacted winery sales and reputation.
Marvin R. Shanken, a pivotal figure in the American wine industry, passed away at 83. His transformative journey began in 1979 when he acquired the modest Wine Spectator newsletter for $40,000. He masterfully reinvented it as a large-format glossy magazine, propelling its subscription base from approximately 5,000 to over 100,000.
Shanken's vision elevated West Coast wines, championing Napa and Sonoma as rivals to European counterparts. His publication became a crucial arbiter of taste, with positive reviews translating into substantial sales for wineries. This strategic positioning coincided with the booming 1980s market and evolving consumer preferences, solidifying Wine Spectator's influence.
