Lisa Perrotti-Brown MW has caused quite the stir. In her Bordeaux 2021 en primeur report, her first for her new publication The Wine Independent, she scored some wines below 80 points – and just 20% made it above the 90-point mark. She’s a woman on a mission, determined to bring honour and integrity back to wine criticism.
The Master of Wine and Robert Parker protégée stepped down as Editor-in-Chief of the Wine Advocate – the leading fine wine publication – last year. She was tired of what had become a corporate life. Michelin took over in 2019 and her time was increasingly spent in meetings, doing reporting, looking at corporate responsibility as well as managing her team and making sure everything was going to plan – a plan, she emphasises, that was not set by her.
Most importantly, her senior position took her further away from what she really loved doing – writing about wine. “I love to sit down with winemakers and capture that story that is not on their website, that is not in their marketing material. Something that is real and raw. There is not enough of that,” she tells me. Her view is that it’s the story that makes wine “more than just a drink” – and that’s why people spend hundreds of pounds on a bottle.
This storytelling is what she’s looking to do with her new, small outfit, The Wine Independent. Importantly she’s partnered with Johan Berglund – a professional photographer (whose beautiful images we've used here) – to bring those stories to life, with a modern platform that is a world away from most other critics’ sites (often “a wall of words”, she says).
As the name of the new publication suggests, Perrotti-Brown is making a stand against publications that she feels no longer put the consumer first. Her inspiration is Robert Parker’s original operation – the Wine Advocate started as a small newsletter shared with friends. “Essentially a mom-and-pop shop”, she explains, getting back to basics, with minimal staff and no fancy office with big overheads. For her, the goal is simple: to publish timely – and honest – reports, allowing readers to search for wines easily and helping them to discover something new.
She doesn’t hold back voicing her concerns about the state of wine criticism today. She’s damning, believing there’s a trend not just to overscore, but that it’s a strategy to gain influence, helping critics be quoted by retailers and wineries – and therefore benefitting from “free marketing”.
“When you see people coming in one or two points above everyone else and they hang on and wait until other people’s reviews have come out… I mean, come on, it’s definitely happening,” she says.
The compaction of scores, however, is what really riles her. Everything sits between 95 and 99 these days, she suggests. “Nobody dares to go to 100 and nobody dares to go below 90.” Perrotti-Brown is outspoken about critics for whom the tiny number of 100-point scores they hand out is a point of pride. “There are a lot of critics who are just too chicken-s**t to give 100 points,” she says. “If you know a wine is 100 points, it takes a lot of bravery to put it out there.” Some critics – such as James Molesworth of Wine Spectator – don’t believe that a perfect wine exists, and therefore never give 100 points. “Which is ridiculous!” says Perrotti-Brown. “Why use a 100-point scale, if you are not going to use the top?”
Her fear is that scores will lose all relevance and meaning. Indeed, she notes that retailers don’t even reference who gave the score they quote. “You go into a shop these days and look at the shelf-toppers and it doesn’t even say whose score it is – it just says 97 points. Every wine is 97 points!”
Critics should be fighting for consumers, she argues, rather than ingratiating themselves with wineries. “I know it is difficult, because we are sat there right in front of the winemaker, listening to their stories and I think the impetus is to really feel for that person, but you can’t. You always have to see it from the consumer’s perspective – it’s what Bob [Robert Parker] always told me. You are working for them.”
Hence, therefore, the broad range of scores that she felt was inevitable for a vintage like 2021. It was, she admits, a difficult vintage to assess in the evolution of Bordeaux. She’s adamant that she hasn’t changed the way she scores: “It just happens to be the worst vintage Bordeaux has had for a very long time,” she explains. Perrotti-Brown refers back to Robert Parker’s original benchmark for 90 points – an “outstanding” wine, a wine that is complex and age-worthy. For her – tasting very widely across the region – the majority of 2021s don’t meet those criteria, but she’s quick to emphasise that wines scored in the upper 80s are very good wines. “I think there has become some stigma over the wines scoring in the 80s and I don’t know why,” she says. Again returning to Robert Parker’s original scoring crib-sheet, these are “good to very good” wines and that is where, she feels, the bulk of Bordeaux 2021 wines fall.
Looking back at Robert Parker’s own en primeur scores in trickier vintages (2007, 2013, 1996), he too was awarding many wines eighty-something points, sometimes less. While Perrotti-Brown accepts the technological advances in viticulture and vinification mean you would rarely see Classed Growth wines receiving less than 80 points today, it only emphasises just how challenging the 2021 vintage was in Bordeaux.
Of course, the vintage also produced some surprises. Despite everything that happened climate-wise, there were a number of wineries that produced outstanding wines, even by Perrotti-Brown’s assessment. “Some wines were absolute trainwrecks and there are other wines that are wow… you can tell these people worked their tails off,” she says.
The critic was certainly surprised and disappointed by other reports on the vintage, particularly given she’d worked and trained some of the people behind them. “When I am looking at other peoples’ scores [for Bordeaux 2021], 60% or more of the wines scored 90 points and above and that is astonishing to me,” she says, both confused and outraged. “Some of these wines, they are giving the same score ranges as the 2018 and the 2019s – I mean how is that possible?”
Her report is a statement of intent. Lower scores may mean The Wine Independent isn’t as widely quoted by the trade, but what matters to Perrotti-Brown is whether consumers trust the publication. It’s a long-term game. “Eventually I hope consumers will look at all these other scores and say, ‘But what did The Wine Independent say?’”
Perrotti-Brown took a huge risk stepping down from what is undeniably the wine world’s most influential publication – but she is confident she’s made the right choice. Her need for autonomy was the impetus for her to set up on her own, and she’s found freedom on her own terms.
It is still early days for The Wine Independent and, for now, Perrotti-Brown is their only reviewer – although she confirms an additional critic will be announced in the coming weeks. Competing against more established publications with an extensive database of tasting notes and scores isn’t easy – but Perrotti-Brown has established herself as a disruptor in the field. She’s lain down the gauntlet – daring her peers to put the consumer back at the heart of what they do.
