In this first episode of Uncorked, Polly Hammond interviews Jane Anson, longtime Bordeaux expert and founder of the digital platform Inside Bordeaux. After nearly two decades at Decanter, Jane went independent—building a subscription business rooted in deep content, user-first design, and editorial freedom. Their conversation covers the leap from legacy media to entrepreneurship, the nuts and bolts of platform-building, and the evolving future of wine communication.
From Decanter to Digital: Why Jane Went Solo
After 20 years contributing to Decanter, Jane launched Inside Bordeaux in 2021. Her timing—mid-pandemic—wasn’t ideal, but the motivation was clear. “There was no Bordeaux-specific platform in English. Burgundy had five or six. It was time.”
Jane’s decision wasn’t just about control. It was about creating a better experience for readers. Her background in digital publishing helped her build a searchable, intuitive site that delivers wine information the way users actually want to find it.
Building a Subscription Business Without Outside Investment
Jane self-funded Inside Bordeaux, opting out of outside capital and advertising. This gave her the freedom to design everything—from database to paywall—around her values. “I didn’t want the stress of using someone else’s money before I knew this would work.”
The platform runs on subscriptions, supported by freelance contributors for editing, tech, and social media. Jane also introduced a pay-it-forward model: 1% of revenue goes to environmental nonprofits via 1% for the Planet.
Content Strategy That Goes Beyond Tasting Notes
While tasting notes are the core product (and always paywalled), Jane’s platform offers more than scores. Articles, history, interviews, and podcasts round out the editorial mix. “The site is about Bordeaux, but it’s also about the people, the stories, and why this region still matters.”
She uses multiple formats—text, video, and audio—and partners with Sarah Kemp’s The Wine Conversation to produce and syndicate podcast content.
Mentorship, Inclusion, and the Future of Bordeaux
Jane is using her platform to make Bordeaux more accessible—especially to underrepresented voices. She’s planning a free mentorship week for aspiring wine professionals and wants to highlight diversity in the region. “Bordeaux gets dismissed as unwelcoming. But it’s given me a great career. I want others to see that possibility too.”
This effort isn’t about PR for Bordeaux—it’s about realism, representation, and helping the next generation experience the full spectrum of the wine world.
Key Takeaways from Polly and Jane’s Conversation
- User experience matters: Jane’s biggest frustration with legacy media was how hard it was to access content. She built her site to fix that.
- Independence creates integrity: No advertisers or investors means Jane can cover the good, bad, and complex truths of Bordeaux.
- Think multimedia, not monologue: From podcasts to vertical tastings to historical profiles, her content is layered and interactive.
- Build slowly and sustainably: Jane didn’t rush scale. She focused on value, not volume.
- Wine expertise isn’t enough: She invested in freelance support for social, uploading, editing—and paid everyone fairly.
A Masterclass in Modern Wine Media
Jane Anson’s Inside Bordeaux is a case study in sustainable, values-driven publishing. By blending deep regional knowledge with smart design and transparent business practices, Jane is setting a new standard for how wine content can be built, funded, and delivered.
As Polly notes, this is what happens when someone turns their career knowledge into a focused, future-proof platform—on their own terms.
If you want to learn more about today’s guest, you can by visiting:
Site: janeanson.com/
LinkedIn: www.linkedin.com/in/janeanson/
Instagram: www.instagram.com/jane.anson/
Twitter: twitter.com/janeansonwine
Facebook: www.facebook.com/JaneAnsonInsideBordeaux
