In an effort to provide some wine education for my unpredictable intern Lo Hai Qu, I gave her gift subscriptions to most of the major wine publications, and Sommelier Journal (oh, my mistake, SOMM Journal, which is a subsidiary of LADYHOME Journal—Jerry Lewis, Editor Emeritus). She asked if she could use HoseMaster of Wine™ to express her opinions about these august magazines, most of which are published in the other months as well. Buckle your seat belts, here we go.
So, like, I’ve been reading all these wine magazines for the past few months, and, fuck me, they are so boring. I mean, like, Oprah-What-I-Know-For-Sure boring. Here’s what I know for sure, Oprah, you rich and I ain’t, and all that preaching you do is making my ears bleed. If you’re every woman, I’m every woman’s ass you can kiss. Oprah is kinda what most of these wine mags are like—they just preach at you, but all the time they’re doing it, what they’re really doing is promoting how great they are, how you should try to be more like them, wise and all that arrogant shit. I always think two things when I’m done reading an issue. One, “It’s only wine!” And two, “I’m horny.” Which is the opposite order from when I’m at the local wine bar with Shizzangela. But that damn Shizzangela always gets all the attention with her sparkly wine shirts. Her one last night said, “Pull Your Cork for These.” That Shizzy, she crazy.
But after a bunch of months reading all these wine mags, I think I’m starting to understand them. Wine magazines are a lot like porn. It’s mostly the same positions over
and over, just new dicks doing it. And it’s mostly about dicks. But for
the occasional article about a woman winemaker, an article usually
written in a sort of “Oh, isn’t she amazing, doing a man’s job and all”
kind of tone, you’d think the only things women do in the wine world is
wear stupid fucking hats to charity auctions, or work for bigass
corporations peddling wines with insulting names like “Bitch,” or
“Skinnygirl” or “Kung Fu Girl.” If one of my girls buys me a bottle of
“Kung Fu Girl” I’m going to Bruce Lee her ass into next week. I find
that “Kung Fu Girl” label kind of offensive. I’m guessing they’re not
gonna come out with a “Welfare Queen” Moscato any time soon. What kind
of low self-esteem, Oprah-worshipping, tasteless chick buys a bottle of
“Bitch” or “Skinnygirl?” You don’t see any dudes buying “Limpdick” Pinot
Gris or “Beergut” Zin. I felt like all these magazines treated me like I
was a stupid woman. I don’t need that from wine magazines. I can get
that from Ann Coulter. Fuck, if she isn’t an argument against
empowerment, I don’t know what is.
According to the HoseMaster, Wine Spectator is the most successful of these wine rags. You know, for me, I just looked at the damned format of the magazine and that told me a lot. That big, glossy, supersized Wine Spectator just screams fake. It’s like a wine magazine with breast augmentation, all shiny and way too big. You just know it cost a lot of money, and even though the wine tit job looks good, you know it’s fake the minute you touch it. And this is really a men’s magazine that rates wine. It’s written by men for men, so if you have a vagina, you’d best just smile real pretty and some nice Wine Spectator man will show you the pretty full-page ads while the real wine buyers read the wine scores. And it’s all really old dudes! Like all the Wine Spectator columnists are WalMart greeters. “Hello, my name is Harvey. Welcome to Wine Spectator! Can I get you a shopping cart?” It’s James and Matt and Marvin and Tim, all smiling in their photos like the After pictures in Cialis ads. Guys at Wine Spectator, hey, we girls buy most of the wine in this country! We don’t much care for your condescending tone. Bite me. Cancel my subscription.
And what is up with that Wine Enthusiast? I mean, what a stupid name, first of all. Enthusiast? Who the fuck uses that word except snotty British guys? And why do all these wine magazines put the scores in the very back of the magazine? It seems like that’s what the people who read that crap are paying for is the stupid scores. I guess it’s like grocery stores that put all the milk and butter and pharmacies in the very back of the store so you have to maneuver your way through all the junk to get to what you actually want—milk and drugs. OK, yeah, they put a few scores in the front, just like those paid-for endcaps you see at Safeway, but all the other shit you need is way in the back. You have to flip through all the fascinating pictures of grapevines, and people holding wine bottles, and women winemakers looking all cute with their tussled hair, to get to the drugs. The scores. They’re drugs. Seems like wineries are hooked on them, like the whole wine business is jonesin’ all the time for scores. They get so addicted and desperate, they start whorin’. It’s like me and my cigarettes. I know I’ll die from the goddam death sticks, but I crave ‘em so bad cuz they make me look cool. A big glass of naked Chardonnay and a lit cigarette? Man, they go together like insects and windshields. And it seems like wineries want to die by scores. Scores are a great high, like meth, but only stupid people and addicts don’t know they’ll kill you one day.
Wine Enthusiast is like a wimpy baby brother to Wine Spectator. It’s the momma’s boy of wine magazines, all self-important and needy. They, like, give awards for anything and everything, which is hilarious, like if I gave awards to all the guys I date, even a guy I awarded “Sweetest ED Enthusiast.” Like they award things like “Wine Region of the Year.” So it’s like if they gave an Oscar for “Best Country Making Movies that Aren’t Quite as Good as Hollywood’s.” Come on, the Wine Region of the Year? New York? Man, if you want junkets and free wine, just ask. I’m just sure the Wine Region of the Year is totally honored. It’s like being the First Runner-Up for Miss America. Yeah, you’re beautiful and all, but, really, you need just a little more talent to make it big. Now go celebrate! You got an award!
These magazines all seem to think they’re important, which is kind of sweet, really, like brave little Chihuahuas. But you give ‘em a little shit and they just pee all over themselves. Wine and Spirits tries really hard to be smart and pretend it's powerful, and that’s cool, but it’s also not any fun at all. Like that guy who drones on and on about what he loves, wine or football or how popular he is on Pinterest, which is like being popular at church, which no one interesting ever attends either, but when you start talking his mind wanders. “Yeah,” he says over and over, “but what about wine? Let’s talk more about wine.” So smart isn’t what Wine and Spirits is, but it aspires to smart, and to be admired for being smart, only it’s as ill-equipped as a one-armed sommelier. And almost as smarmy.
There’s other magazines, too. Decanter and World of Fine Wine. These are both written by members of a club for geniuses related to Mensa, guys not quite as smart, called Densa. Man, are those magazines for the Densa. How is it that a beverage that makes us so much more fun to be around, makes us giddy and drunk and happy to be alive, can generate so much turgid prose? Decanter puts the t-u-r-d in turgid. And World of Fine Wine, I couldn’t stay awake reading it. I think they use it to induce comas in people with serious brain injuries, like wine writers. It’s like 400 slick pages without a single laugh, not even one light moment. It’s so fucking serious, it’s like reading 400 pages of your cancer diagnosis, though death, in this case, might be welcome.
Oh, maybe I’m being too mean. They mean well, these men’s magazines, they try to educate me about wine, but what they really do is trumpet the importance of men writing about a subject that, really, has little importance. So what did I learn reading all these magazines? I don’t know, I’m just a dumb girl. I learned that ads don’t buy scores, scores buy ads. And that, in the right hands, even the best wines I’ve ever tasted, having Coravined those suckers from the HoseMaster’s cellar, can be made to sound downright boring. Oh, and that, when it comes down to it, wine magazines are just like the men that read them—fun for a night, but then easily disposable.
I am writing you today, Santa, but not on my own behalf. I’m older now, Santa, and I have everything I want or need. Though I wouldn’t mind a few more cat patients. Instead, I’m writing to ask for a few things for my colleagues in the wine business, the people who love and care about wine the way I do, and, yet, seem to have lost their way. Maybe you can help them, Santa, maybe you can make the wine world a nicer place in 2015. I hope so.
Santa, don’t you think it’s time for all of the old wine critics, and I mean OLD wine critics, to retire? What are they, the fucking Supreme Court of Wine? Appointed for life? I did notice the uncanny resemblance of James Laube to Ruth Bader Ginsburg. Yes, experience is a wonderful thing, and we should honor their many years of guiding us toward the finest wines, but old is old. It’s time to hang it up. The senses start to fade quickly as we age, like the finish of a cheap Prosecco. We smell what we expect to smell instead of what might really be in the glass, we taste what our experience teaches us to taste, and we assign scores that feel right. Of course there’s score inflation in the wine world, Santa, those old farts are getting sentimental. We’re critical in our 30’s and 40’s. After 60, it’s about acceptance, it’s about forgiveness, it’s about 94 and above. So, please, Santa, give my old critic friends the gift of retirement. They’ve had their day, it’s time to pass the battonage.
And while you’re at it, Santa, why not try to wise up some of the younger wine critics? So many of them jockeying for position trying to be the next Robert Parker. Look at Antonio Galloni, trying to buy influence by acquiring Steve Tanzer’s International Wine Cellar, and all Tanzer’s elves along with it. The Vinous acquisition of IWC reminds me of “Dancing with the Stars.” Some C List celebrity trying to curry favor by dancing with a washed up icon and thinking it will revive a career. It’s beneath both of them, like a midget dancing with Sofia Vergara. Santa, can you please let them know that there won’t be another Parker, and that, truthfully, that’s a good thing for wine. Give them the gift of contentment. They’re good critics, informed critics, talented critics—they have no place at the top of the wine review heap.
I know this is a lot to ask, Santa. But I wouldn’t ask you if it weren’t really important, if the very future of wine and wine journalism weren’t at stake. I just have a few more requests, bear with me.
Please, Santa, convince God He’s not Matt Kramer. Much simpler than the reverse.
And, Santa, remind those In Pursuit of Balance that pursuing it requires knowing what to do with it if you catch it. The donkey has been In Pursuit of the Carrot for a hundred years, and he’s still just an ass.
Make the discussions about Natural Wine go away, Santa. The only people who care are very troubled people. They’re the Mormon missionaries of wine, convinced of their own truths, and seeking converts in every backwater. I’m tired of reading about them, weary of their smugness and willful ignorance. I can get that from wine blogs. Wine has given in to the fashionable fanaticism that characterizes our age, and we all suffer. But, in the end, there is money to be made there, a niche to fill, a lonely choir to preach to, so just do your best, Santa. Do it with minimal intervention.
Just for laughs, Santa, make wineries tell the truth about their production levels. Let regular wine folks know that Silver Oak is about as hard to get as food poisoning from a Tijuana taco truck. That Opus One is about as exclusive as the Hair Club for Men. I’d appreciate it.
Maybe you could deliver a nice Christmas gift to Dr. Conti in prison, Santa. I’m thinking maybe a lovely Pardon from the Governor. Fake, of course. But it looks real. Only the Governor wasn’t in office in 1936.
I hope that this year, Santa, the wine business will see the true meaning of Christmas. That would be a first. James Suckling could rate the Virgin Birth 100 Points—“There’s good old conception, and then there’s Immaculate Conception. This one is perfect. God slipped it to Mary like I did to Wine Spectator.” Robert Parker could give 100 Points to countless wines. Wow! He has! Fast work, Santa, thank you. Bill Koch could donate his fake wines to homeless sommeliers, who wouldn’t know the difference anyway. Marvin Shanken could generously endow a wine writer scholarship for terminal patients whose last wish is to review wines—the Make-A-Fish Foundation. Oh, but I’m dreaming, Santa.
I’m simply grateful 2014 is almost over, Santa. I’m amazed I made it another year since my last letter to you. I think everyone will agree I’ve been in the business too long, that my bit is tired, my voice grating, my outrage tiresome, and my jokes lame. So, Santa, if you can, give me some inspiration to continue. When I wake on Christmas morning, I want to find courage in my stocking, and wit. I want to find wisdom and talent under the tree. I want to find laughter and honesty all wrapped up neatly. I’m about out of all of those things. So please bring them this Christmas, Santa. Please.
Born of normal parents on the outskirts of a great metropolitan city, no one would have been able to anticipate that humble Brett Bung would one day emerge as the CERTIFIED SPECIALIST OF WINE! By day a low level accountant, an invisible man in the giant accounting firm Usury, Penury and Perjury LLC, at night Brett becomes the modern-day superhero CERTIFIED SPECIALIST OF WINE! I think we all know his intro:
“Faster than a sommelier refill! More powerful than a Tim Fish review! Able to leap big egos in a single bound! Look, up at the wine bar! It’s a jerk! It’s a boor! It’s CERTIFIED SPECIALIST OF WINE!”
Yeah, the intro needs some work.
Oh, this is going to be exciting! Don't you just love superheroes? But you'll have to make the leap over to Tim Atkin in order to read the rest. It's worth it. Well, it's free, so it's worth it! Feel free to leave your pithy common tater remarks at Tim's, or, if you can't figure out this danged internet thing, you may leave a comment here, though I may not unwrap it until Christmas.
After 19 years as a Sommelier in Los Angeles, twice named Sommelier of the Year by the Southern California Restaurant Writers' Association, I moved to Sonoma County to explore the other aspects of the wine business. I've spent, OK wasted, 35 years learning about and teaching about and swallowing wine. I am also a judge at the Sonoma Harvest Fair, San Francisco Chronicle Wine Competition and the San Francisco International Wine Competition--so I can spit like a rabid llama. I know more about wine than David Sedaris and I'm funnier than James Laube. Stay tuned for an informed but jaded view of everything wine and everything else.
I'm living proof that alcohol kills brain cells.
What the Critics Are Saying About HoseMaster of Wine
"If you want a great hoot and howl moment or two...go read the HoseMaster's year-end reflections...that guy is without a doubt the funniest SOB in the blog-world...and thank him for having the brains and balls to target his laser of laughter on anybody...HoseMaster for President...HoseMaster for Blogger of the Year...although he would be the first to say the bar is so damn low for that award, he should win it every year..." --Robert Parker
"No one is immune from California sommelier and wine judge Ron Washam's skewering. He polishes that skewer with boundless enthusiasm and acuity."
"As serious as the world of wine is, it does allow time for humor. Each Monday and Thursday, Ron Washam customarily posts a commentary on his needling wine blog HoseMaster of Wine. Washam, a former sommelier and comedy writer – he might say they are closely related – is the most opinionated, humorous and ribald observer in the wine world. His body of work is irreverent and remorseless. It’s almost always satire and parody, though he occasionally drifts into straight commentary, sometimes even with tasting notes. This past year, one of his posts was named the best of the year in the Wine Blog Awards. His success has spawned several imitations, which in their awkwardness show just how difficult satire is."
--Mike Dunne, Sacramento Bee
Read more here: http://www.sacbee.com/2014/01/21/6089630/dunne-on-wine-wine-blogs-and-bloggers.html#storylink=cpy
"Please let this guy write the scripts for Saturday Night Live which has gotten so lame...his newest "wisdom" is worth an Emmy....I wonder if he is the genius behind all those Hitler/Parker,etc. clips? No one else is remotely as funny or as talented.And the wine world sure needs someone to poke fun at all the nonsense and phoney/baloney unsufferable crap out there."
"Washam uses his own blog, HoseMaster of Wine, to skewer the industry in general and wine blogs in particular. If your mouse scoots to your browser's close box while reading a wine blog, Washam may be the blogger for you."
--San Francisco Chronicle
"Ron Washam, former sommelier, is easily the most bitingly funny blogger/wine writer that we have ever come across. He is an equal opportunity crusader who pillories big wineries and amateur bloggers alike, as well as everything and everyone in between...One needs a sense of humor and a tolerance for earthiness to enjoy reading The Hosemaster. We must have both because this guy deserves a wider audience, in our humble opinion." --Connoisseurs' Guide to California Wine
"In my opinion, and that of many others, his blog is one of the best. And in terms of satirical or parodic wine blogs, it has no peer. Ron’s alert eye catches every pretense and skewers it with laugh out loud mercilessness."
"This site should carry a warning label. It's sort of a Dave Barry/George Carlin approach to wine. The Hosemaster (real name Ron Washam) skewers fellow bloggers and industry savants with glee, while offering hilarious wine guides such as his Honest Guide to Grapes..."
--Paul Gregutt, Seattle Times
"Washam is a skilled wine judge (I have judged with him) who is willing to judge wine double blind, in public. To my knowledge, Parker does not do this and never has. So Ron's credentials are in place, and so is his sense of the absurd."
--Dan Berger, VintageExperiences
"...I consider Ron a very talented writer and I’ve long been an admirer of his scathing wit..."
"And if any free sites think they can conquer the world, there’s always the Hosemaster to take ‘em down a notch."
--Tyler Colman "Dr. Vino"
"Those of you who know Ron either love or hate him, because he throws jabs like a punch drunk boxer, and we’re all in the firing line. He’ll throw them if he hates you, and he’ll throw them if he loves you. He’s a satirist of exceptional quality."
--Jo Diaz "Juicy Tales by Jo Diaz"
"I must say you are an idiot. I've never liked you. I have no idea why people find you funny."